案例研究
释放创作者内容的力量
尼尔森 + 惠勒预测性投资回报率能准确估算创作者为 Mix 带来的收益
导言
衡量创作者特定活动的效果
Whalar 是一家全球领先的创作者公司，专门为品牌的营销战略释放创作者的力量。Whalar 委托尼尔森对其针对创作者的营销活动的增量和投资回报率进行测量。
目标
快速量化结果，实现投资最大化
目标是迅速准确地量化预期投资回报率和销售影响，最终目的是优化媒体计划，最大限度地提高创作者投资的潜在投资回报率。
挑战
利用营销组合建模的力量
Whalar sought a solution versatile enough to cover various categories, countries and brands of all sizes. Not only did they want to harness the power of a traditional Marketing Mix Modeling (MMM) study, but they also required a highly accurate source for insight into optimization prior to campaign launch.
解决方案
利用预测分析确定优化机会
Nielsen introduced Predictive ROI (PROI), an advanced solution designed to provide rapid and cost-effective ROI insights, even for emerging media types like creator content. PROI harnessed the power of 指南针规划器, Nielsen’s premier MMM normative database, employing media saturation curves and campaign data from prior MMM analyses to forecast ROI and gauge effectiveness.
By leveraging Nielsen’s unparalleled MMM benchmarks and utilizing the synergistic predictive tool, Whalar empowered clients to gain immediate visibility into the anticipated ROI of their media plans and uncover opportunities for optimization, all before the campaign launch.
主要结论
$2.63
强劲的 ROAS
While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.
9%
ROAS 对比
The average ROAS across the campaigns ($2.63) was only 9% different compared to total platform ROAS ($2.43) measured via a prior executed MMM. This reaffirmed earlier research by Nielsen, connecting the comparability of PROI results to MMM.
25%
对内容创作者活动的投资不足
Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.
20%
主要绩效驱动因素
Weeks on air and optimal weekly impressions emerged as pivotal drivers of campaign performance. An optimization scenario implemented on one of the campaigns revealed that doubling weekly support while maintaining the same number of weeks on air could increase ROAS by approximately 20%.
成果
快速优化，最大限度地提高活动绩效
研究结果为广告商提供了一个重要机会，他们可以通过优化每周付费媒体的权重水平和播出时长，以及重新分配资源来最大限度地发挥创作者营销活动的潜力，从而提高投资回报率。
工作原理
PROI, Nielsen’s leading advanced media performance measurement solution, enabled Whalar to engage in sophisticated budget allocation and planning through the use of machine learning algorithms to estimate the outcome of media plans for their advertisers’ brands in their markets. PROI unveiled an unmatched global scale with benchmarks across 5K+ models, 25K+ curves, and hundreds of categories in 50+ countries. Its advanced modeling capabilities and validation ensure accuracy and reliability, even with less data granularity, for Whalar’s multifaceted campaign.
结论
Improve campaign effectiveness with Nielsen’s predictive analytics
Nielsen’s PROI solution demonstrated its effectiveness in providing rapid and cost-effective ROI insights for creator marketing campaigns. By leveraging MMM principles and historical data, the study shed light on the untapped potential of content creator campaigns, presenting advertisers with actionable recommendations to optimize their investments.
创意经济面临的最大挑战是如何快速、大规模地确定对投资回报率的影响。由于 MMM 并非总是一种选择，尼尔森的 PROI 解决方案是 Whalar 品牌合作伙伴的完美选择。它通过利用尼尔森庞大的 MMM 数据库来突出 Whalar 创作者活动的重大影响。
Gaz Alushi | Whalar
President of Measurement and Analytics
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