流行的视频共享平台 TikTok 在过去几年中迅速蹿红。目前，该平台已在超过 155 个国家和地区使用，在中东地区，该平台因其引人入胜的娱乐和励志内容而获得了巨大的发展。
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 营销组合建模 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
TikTok 总 ROAS
每消费一美元的零售销售收入
+16%
播放周数越多，ROAS 越高
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.
