?? KANTAR X META: MAXIMIZE ADS EFFECTIVENESS IN SOUTH EAST ASIA ??

This report by 凯度 focuses on the Southeast Asian market, explores the effectiveness of advertising across various media platforms, particularly underscoring the vital role of Meta in driving business growth, showcasing the "highest ROAS, the most valuable reach, the highest conversion rate, and the largest number of new customers at the lowest cost."

Methodology and Scope:

Consumer Media Measure (CMM) is a novel solution developed by Kantar to measure media's influence on sales and penetration. Unlike traditional Marketing Mix Modelling (MMM) that relies on aggregated sales data, CMM analyzes data from each shopper individually. This approach allows for a more precise understanding of how incremental exposure affects individual purchase decisions. The CMM tool employs logistic regression to isolate the impact of advertising from other marketing mix elements like promotions, loyalty, and seasonality.

• Categories: The analysis covered 10 campaigns in sectors such as yogurt, non-alcoholic beverages, frozen foods, personal care, and home care.
• Channels: The study simultaneously evaluated campaigns with the same objectives and messages across Facebook/Instagram, TV, and other digital platforms.
• Geographic Scope: The research was conducted in Indonesia, the Philippines, Thailand, and Vietnam.

Highlights from the report:

1.Return on Ad Spend (ROAS):

Meta platforms (Facebook and Instagram) demonstrated the highest ROAS among the channels analyzed, with a ROAS of 1.8X. This means that for every dollar spent on advertising through Meta, the brands saw a return of $1.80 in sales. This was significantly higher than the ROAS for other digital channels (1.2) and TV (1.1), positioning Meta as the most cost-effective platform for driving sales.

2. Reach and Conversion Rates:

While TV had the highest overall reach at 69%, Meta achieved a substantial reach of 59%. More importantly, Meta's platforms excelled in converting this reach into actual sales, with a conversion rate of 22%. This conversion rate was higher than that of TV (20%) and significantly outperformed other digital channels, which had a conversion rate of 12%. This indicates that not only does Meta reach a large audience, but it also effectively drives them to make purchases.

3. Incremental Sales Impact:

Meta platforms, when combined with TV, had a synergistic effect, increasing overall sales by 12%. This indicates that Meta, when integrated with traditional media like TV, can amplify the impact of advertising campaigns, leading to greater sales growth. In comparison, combining other digital platforms with TV resulted in only an 8% sales increase, highlighting the superior effectiveness of Meta’s platforms in multi-channel campaigns.

4. Cost Efficiency in Acquiring New Shoppers:

Meta proved to be the most cost-efficient platform for acquiring new customers, with a cost of $3.9 per new shopper. This was significantly lower than the costs associated with other digital channels ($7.5 per new shopper) and TV ($8.8 per new shopper). This efficiency in driving new customer acquisition further underscores Meta’s value in a brand’s media mix, particularly in competitive markets where customer acquisition costs are critical.

5. Overall Sales Performance:

• Across both online and offline channels, Meta was identified as the most effective platform for driving sales. This comprehensive performance across different sales channels highlights Meta’s versatility and effectiveness in reaching and converting shoppers, regardless of where they ultimately make their purchase.
• In addition, among GenZ and Millennial Shoppers, Meta delivers the highest media-driven sales of digital channels at around 44%

These results suggest that Meta's platforms outperform other media in terms of ROAS, conversion rates, and cost-efficiency for new customer acquisition, making them an essential component for brands looking to optimize their advertising spend and drive significant business growth in Southeast Asia.

Your thoughts on Meta as an ad platform, and in comparison with other channels? Share your thoughts or own experience of the ad platform in the comments.

You can find more details and the full report here: https://edtronaut.ai/blog/93dd7f031db44670a0b52be351f7404b

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