Southeast Asia: CPG Marketing Mix Modeling meta analysis

案例研究

东南亚：消费类商品营销组合建模元分析

尼尔森 + TikTok：MMM精确测量TikTok广告的影响

案例研究

Southeast Asia: CPG Marketing Mix Modeling Meta Analysis

尼尔森 + TikTok：MMM精确测量TikTok广告的影响

导言

衡量 TikTok 广告的全漏斗影响

全球娱乐平台 TikTok 吸引了东南亚用户的注意力。凭借其全屏幕、有声视频格式，该平台在东南亚地区的用户数量和使用时间激增。

尼尔森的营销组合建模解决方案TikTok 探索了广告活动对下层漏斗（销售）、中层漏斗（购买意向）和上层漏斗（品牌知名度）的全漏斗影响。

目标

量化 TikTok 活动的效果和广告支出回报率 (ROAS)

目标是评估 TikTok 的整体价值，包括其对广告形式的短期和长期影响、品牌资产指标、与其他广告渠道的协同作用以及多样化创意广告的效果。

挑战

利用营销组合建模的力量

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.

解决方案

使用营销组合建模技术确定对销售和品牌资产的影响

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.

主要结论

$2.3

短期和长期投资回报率都很高

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%

电视与 TikTok 广告的协同效应

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

利用 In-Feed 广告作为核心，并在关键时刻以高影响力格式进行推广

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

将创作者广告和品牌广告相结合，最大限度地提高广告效果

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.

工作原理

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.