A popular plataforma de compartilhamento de vídeos TikTok explodiu em cena nos últimos anos. Agora disponível em mais de 155 países, a plataforma registrou um enorme crescimento na região do Oriente Médio em termos de entretenimento envolvente e conteúdo inspirador.
In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s Modelagem do mix de marketing solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:
+10%
Additional ROAS by running > 1 ad formats
$1.83
ROAS total do TikTok
Receita de vendas no varejo por dólar gasto
+16%
ROAS mais alto ao veicular anúncios in-feed por um número maior de semanas no ar
Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver. A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level.
