Estudo de caso
Sudeste Asiático: Meta-análise de modelagem de mix de marketing de CPG
Nielsen + TikTok: MMM mede com precisão o impacto da publicidade do TikTok
Introdução
Medir o impacto de todo o funil da publicidade do TikTok
O TikTok, uma plataforma global de entretenimento, capta a atenção dos usuários em todo o Sudeste Asiático. Com seus formatos de vídeo em tela cheia e com som, ele levou a uma explosão de usuários e de tempo gasto com a plataforma em toda a região.
Com os dados da Nielsen Solução de modelagem do mix de marketingEm sua pesquisa, a TikTok explorou o impacto total de suas campanhas publicitárias no funil inferior (vendas), no funil intermediário (intenção de compra) e no funil superior (conhecimento da marca).
Objetivo
Quantificar a eficácia e o retorno sobre os gastos com publicidade (ROAS) das atividades do TikTok
O objetivo era avaliar o valor geral do TikTok, incluindo seu impacto de curto e longo prazo sobre os formatos de publicidade, métricas de valor da marca, sinergia com outros canais de publicidade e eficácia de diversos anúncios criativos.
Desafio
Aproveite o poder da modelagem do mix de marketing
As advertising investment increases on TikTok, there is a growing need to demonstrate its business impact, yet measuring this influence poses a challenge.
Advertisers’ approach to this question is as diverse as the region itself, from short- to long-term sales, through to long-term brand equity and how TikTok works with other channels.
To understand the value of a TikTok investment, all of these perspectives must be considered and analyzed.
Solution
Usar técnicas de modelagem do mix de marketing para identificar os impactos nas vendas e no patrimônio da marca
Marketing Mix Modeling studies have been the established method for measuring efficiency and effectiveness for more than 30 years.
TikTok commissioned Nielsen to analyze 10 consumer packaged goods (CPG) brands spanning the Food & Beverage and Health & Personal Care categories across Indonesia and Thailand to measure marketing mix impacts from sales to brand equity for these TikTok campaigns.
Key findings
$2.3
ROAS sólido no curto e no longo prazo
The study yielded $1.7 short-term return for every advertising dollar spent in Southeast Asia from TikTok Paid ads. Compared to other channels* in the study, TikTok gave 2.0 times better results.
Beyond direct sales outcome, TikTok delivered 2.2 times more long-term sales for brands via its impact on brand equity than other channels* measured in this study.
When taking into account both short-term ROI and long-term brand equity, TikTok outperformed other channels* by 1.4 times, with a total ROAS of $2.3 for every advertising dollar.
9.4%
Impacto sinérgico entre a publicidade na televisão e no TikTok
Nielsen found 9.4% incremental sales when TikTok ads are executed together with television ads for at least 4 weeks in Southeast Asia, which is highest among all other media channels* in this study.
$2.3
Utilize os anúncios In-Feed como núcleo e aumente-os com formatos de alto impacto durante os principais momentos
Nielsen measured TikTok ad products, revealing that In-Feed ads drove high short-term ROAS of $2, long-term ROAS of $2.8, and showed the highest sales response against other ad products. Thus, In-Feed ads should be preferred as the base ad product on TikTok platform.
For key moments, consider high-impact reservation formats like Branded Effect, which revealed short-term ROAS of $2.3, and long-term ROAS of $3.0, driving amplification with higher efficiency.
$2.0
Utilize uma combinação de anúncios de criador e de marca para maximizar a eficácia
Both creator and brand ads drove returns more than their spends, with brand ads delivering short-term ROAS of $1.5, and creator ads driving even higher ROAS at $2.
Note: Modeled with two year historical data in 2023.
*Other Nielsen measured media includes TV, Radio, OOH, Cinema, Digital Display & Video (excluding Facebook & Google).
Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers.
Como funciona
Nielsen Marketing Mix Modeling offered a comprehensive evaluation of TikTok’s campaigns through tailored econometric models. These models established connections between detailed sales data spanning 2-3 years and a wide range of TikTok’s campaign activities, as well as other media platforms such as TV, digital video, digital display, print, out-of-home (OOH), and non-marketing factors like distribution, price, competition, seasonality, macroeconomic effects, and more.
The complete Marketing Mix Modeling solution involves data validation, metric calculation (e.g., revenue and profit), and a final insights presentation with recommendations to enhance marketing return on investment. Additionally, Nielsen executes several secondary modeling solutions including synergy analysis and long-term effects.
Conclusão
Desbloqueie todo o potencial da publicidade com o Marketing Mix Modeling
A solução de Modelagem de Mix de Marketing da Nielsen demonstrou sua eficácia ao fornecer um quadro completo dos impactos nas vendas e no patrimônio da marca no mercado do Sudeste Asiático para a publicidade do TikTok. Aproveitando os princípios da Modelagem de Mix de Marketing e os dados históricos, o estudo esclareceu os impactos inexplorados das campanhas, apresentando aos anunciantes recomendações práticas para obter maiores retornos dos investimentos no TikTok.
Atualmente, os anunciantes esperam mais insights do que apenas o ROI de seus investimentos em marcas. Eles estão ansiosos para entender o impacto sobre os retornos de curto prazo e o patrimônio de longo prazo. Encomendamos um estudo com a Nielsen e temos o prazer de compartilhar como o TikTok oferece ROI em todo o funil.
Balendu Shrivastava
Head of Measurement
TikTok, AMA
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