How do we do it?
Quantify effectiveness and ROAS of campaigns across media platforms
Southeast Asia’s CPG growth has slowed in the first quarter of 2024 from 6.3% last year to 3.4%*1- driven across sectors. This is in reaction to increasing prices, where shoppers compensate by prioritising basic needs, shifting to more affordable choices, or even reducing moments, including out-of-home spending.
For brands, this means they may have to shift gears or devise new strategies to make an impact and capture shoppers’ share of their wallets. Advertising spending and decisions must be carefully examined to deliver not only sales, but also to optimise the return on ad spend (ROAS), valuable reach*2, incremental buyers and also the ability to deliver successfully against a range of different strategic priorities and marketing objectives.
Meta in partnership with Kantar Worldpanel analysed 10 brands across the Southeast Asia market and various CPG sector via Kantar's Consumer Media Measure (CMM) with the goal of quantifying the impact of media ROAS, reach, frequency and synergy. This robust approach which measures how shoppers watch and purchase is critical in building the confidence of their agencies and advertisers on how they can make better, effective and efficient choices regarding media investment.
The result reaffirms the importance of Meta platforms in driving their partner’s business growth in Southeast Asia by: delivering highest ROAS, achieving highest conversion rate with valuable reach, and even brings in the highest number of new shoppers at the lowest cost, across traditional and digital platforms.
*1 Kantar Worldpanel, Asia Pulse Q1 2024*2 Valuable Reach - % shoppers reached by a platform and also made a purchase
The Methodology – Consumer Media Measure (CMM)
Kantar used a single source methodology to capture consented data from Meta on shoppers’ actual exposure to ads on Facebook and Instagram. TV and other digital data was collected using a media questionnaire, that helps calculate the probability of exposure to particular adverts.
The information on exposure was then integrated with real purchase behaviour data from Kantar's Worldpanel shopper panels, on the same households, creating a true single source approach. Overlaying these data points revealed the link between the ads shoppers were exposed to, and what they went on to buy post campaign.
Kantar’s Consumer Media Measure (CMM) modelling solution was used to measure media impact on sales and penetration. While traditional MMM (Marketing Mix Modelling) utilises aggregated sales data, CMM takes data from each shopper, one by one. This is the best way of establishing how each incremental exposure impacts an individual’s purchase behaviour.
The CMM tool uses logistic regression as a modelling technique, as this provides the ability to isolate other elements of the marketing mix that may have had an effect on sales – including promotions, loyalty (whether they are more likely to buy irrespective of advertising exposure), and seasonality.
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