Conclusion:
Data from the consumer’s perspective
The power to target specific audiences
To get the most from their advertising investment across the media mix, CPG brands need to understand how shoppers consume and respond to different media. Optimising ROAS requires the ability to accurately measure the effectiveness of channels and creative, as well as the impact of fundamentals such as frequency and formats.
The role of digital media has undergone a revolution in recent years. Brands have been exploiting the opportunities it brings to drive sales for a quarter of a century. They are also now recognising how digital channels can help drive future growth, through reaching and connecting with new buyers. It’s well understood from previous studies in the public domain that brands grow from finding new buyers. In ‘’How Brands Grow’’, one of Byron Sharp’s Rules of Marketing is ‘’Focus on constantly attracting new customers’’.
Evidence from the Kantar analysis indicates that when digital advertising is used alongside TV in a campaign it has the potential to yield positive ROI through generating incremental sales for CPG brands of all kinds. According to the analysis, digital media also has strong capabilities to build penetration, through the power to target specific audiences.
It should be noted that TV continues to play a vital role in the media mix. It remains the most effective way of developing a broad footprint within a chosen market. Digital can precisely target who those people are, but TV can find them en masse. This is one of the reasons why when digital and TV channels are used together, the effectiveness of the combined campaign is greater than the sum of its parts in sales as well as penetration. This emphasises that optimising investment in a cross-media context requires an understanding of how different media complement each other to achieve objectives.
The analysis described in this analysis focuses chiefly on the short-term sales effect of advertising. It’s important to remember that advertising has many objectives, however – and long-term brand building plays an equally significant role in growth, for instance by helping to justify a price premium. The power of TV to make a positive, sustained impact on brand equity should not be underestimated.
Granular and specific information on how different platforms perform gives advertisers a clear understanding of the effect of their campaigns.
The approach of the Kantar analysis was designed to explore the potential of combining data on media exposure with purchase behaviour, to help brands evaluate whether their campaign will drive growth. The integration of single source data on real media exposure from Meta platforms with real purchase behaviour from Kantar Worldpanel – for the same individual – is unique. The methodology pioneered in our research enables advertising’s contribution to sales on any channel to be precisely determined. It provides granular and specific information on how different platforms perform, and the factors that drive consumers to buy – giving advertisers a clear understanding of the effect of their campaigns.
For the purposes of this analysis, we focused specifically on Instagram and Facebook to examine the effectiveness of Meta platforms. Kantar's long-term objective is to directly integrate with more digital platforms, to create a comprehensive cross-media measurement tool that brands can use to optimise their ad planning in terms of channels, spend, frequency, and even format.