Optimising the media mix
Understanding synergies across digital and TV
In this analysis, digital platforms and TV ads running together demonstrated the capability to deliver greater efficiency and effectiveness than either can achieve on their own. The two media work in synergy, and there is an advantage to be won by exploiting this.
Running TV and digital campaigns in parallel during the same period, and exposing shoppers to both, increases the chance of them buying the product. The Kantar analysis shows that when people are exposed to both channels concurrently, they are 1.3 times more likely to purchase compared to when exposed to only one[12].
The analysis also highlighted that ROAS works hardest when the Facebook/Instagram share of the media mix is more than 21%[13].
Running TV and digital campaigns in parallel during the same period increases the chance of shoppers buying the product.
[12] 64 Meta campaigns with synergy information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products. Insights based on probability to buy
[13] 73 Meta and TV campaigns with spend information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
Frequency of impressions is important
The findings of the data analysed suggest that the optimal frequency for sales uplift of ads run on Facebook and Instagram is a minimum of one contact per week, which generates an uplift of 1.4%. Raising frequency to 1.5 contacts per week has no impact on that percentage[14].
[14] 103 Meta campaigns measured by Kantar with Meta/IF Reach & Frequency information. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
Certain campaign formats work better than others
There is evidence that video can be highly effective when deployed in a digital ad campaign. The Facebook/Instagram ads that were predominantly video (>70%) delivered a ROAS of 2; 1.7 times that of TV[15].
However, mixing video and static elements in the same execution can generate higher sales impact than video alone. The video-only campaigns analysed as part of the Kantar research delivered ROAS of 1.7, compared with 2.6 when video and static were used in tandem, while incremental sales were also significantly higher at €418k vs. €288k[16].
[15] Source for Meta: 36 Meta campaigns with information on the % impressions delivered on video measured by Kantar Worldpanel division in Great Britain, France and Spain | Consumer Media Measure methodology | 2019 to August 2021 | FMCG brands; Source for TV: 73 Meta and TV campaigns with spend information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
[16] 43 Meta campaigns with format information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2019to August 2021 | FMCG products (1 campaign is static only)