Looking through the shopper’s lens
A single source approach on consumers’ actual exposure to ads
Kantar used a single source methodology to capture consented data from Meta on consumers’ actual exposure to ads on Facebook and Instagram. TV data was collected either using a media questionnaire, that helps calculate the probability of exposure to particular adverts or using a fused panel with Total Audience Measurement (TAM) TV data.
The information on exposure was then integrated with real purchase behaviour data from Kantar Worldpanel’s consumer 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 in the proceeding 4 weeks 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.
Covering Facebook/Instagram and TV campaigns running together, sharing the same messages and objectives
112 campaigns from 74 brands incorporating 6 macro-categories (Beverages, Salted Groceries, Sweet Groceries, Beauty, Dairy, and Home Care)
Great Britain (GB), France and Spain
Combined to give a true single source approach
The findings from the analysis demonstrate the potential of using consumer-centric data to help advertisers understand the true impact of their campaigns on brand growth. ROAS achieved through digital advertising may justify the investment in the short term – but this must be balanced with other KPIs and other campaign objectives - such as reach required for longer term impact.
The results indicate that digital ads have the potential to perform highly in driving a positive ROAS and short-term incremental sales, for CPG brands of all sizes and in all categories, and across all markets.
Among the campaigns measured, 80% of the time digital channels delivered a ROAS that was above the average (2.1)[1]. This was 1.8 times higher than the ROAS measured for campaigns on the TV channel, where the average recorded was 1.2[2].
ROAS achieved through digital ads may justify the investment in the short term – but this must be balanced with other KPIs and campaign objectives.
This trend can be seen across all markets, with an average ROAS for digital channels of 1.6 in GB, 2.1 in France, and 3.0 in Spain, where the return was double that delivered by other channels[3]. The sales achieved were shown to be incremental – bringing an average of €259k in additional value to brands in Spain, €351k to those in France, and €365k in GB[4].
The findings also show that digital channels have the potential to deliver successfully against a range of different strategic priorities and marketing objectives. Advertisements on Facebook and Instagram were able to generate more incremental sales for the smaller brands studied, and higher ROAS for the bigger brands[5].
[1] 112 Meta campaigns measured by Kantar Worldpanel division in Great Britain, France and Spain | Consumer Media Measure methodology | 2017 to August 2021 | FMCG brands
[2] 73 Meta and TV campaigns with spend information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
[3] 28 TV and Meta campaigns measured by Kantar Worldpanel division in Spain | Consumer Media Measure methodology | 2016 to 2021 | FMCG brands; 20 Other Digital campaigns including YouTube, other Social Medias, Display Banner, VOD, programmatic; 12 Other Offline campaigns including Radio, Press, In Store Activation and Flyers.
[4] 112 Meta campaigns measured by Kantar Worldpanel division in Great Britain, France and Spain | Consumer Media Measure methodology | 2017 to August 2021 | FMCG brands
[5] 104 Meta campaigns and 68 TV campaigns with brand penetration and frequency information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
We would expect to see a stronger performance on digital channels versus TV because of the inherent ability to drive more targeted messaging, and indeed this is what we were able to prove: ROAS on digital channels was consistently higher than TV across all sizes of brand (in terms of penetration) and across all categories analysed[6].
[6] Source for Meta ROAS: 112 Meta campaigns measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products. Source for TV ROAS: 73 Meta x TV campaigns measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products