Case study

Southeast Asia: CPG Marketing Mix Modeling Meta Analysis

Nielsen + TikTok: MMM accurately measures the impact of TikTok advertising

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Case study

Southeast Asia: CPG Marketing Mix Modeling Meta Analysis

Nielsen + TikTok: MMM accurately measures the impact of TikTok advertising

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Introduction

Measure the full funnel impact of TikTok advertising

TikTok, a global entertainment platform, captures the attention of users across Southeast Asia. With its full-screen, sound-on video formats, it has led to an explosion in users and time spent with the platform across the region.

With Nielsen’s Marketing Mix Modeling solution, TikTok explored the full funnel impact of its advertising campaigns across the lower funnel (sales), middle funnel (purchase intent) and upper funnel (brand awareness).

Objective

Quantify effectiveness and return on advertising spend (ROAS) of TikTok activities

The objective was to evaluate the overall value of TikTok, including its short- and long-term impact on advertising formats, brand equity metrics, synergy with other advertising channels, and effectiveness of diverse creative advertising.

Challenge

Harness the power of Marketing Mix Modeling

As advertising investment increases on TikTok, there is a growing need to demonstrate its business impact, yet measuring this influence poses a challenge.

Advertisers’ approach to this question is as diverse as the region itself, from short- to long-term sales, through to long-term brand equity and how TikTok works with other channels.

To understand the value of a TikTok investment, all of these perspectives must be considered and analyzed.

Solution

Use Marketing Mix Modeling techniques to identify the sales and brand equity impacts

Marketing Mix Modeling studies have been the established method for measuring efficiency and effectiveness for more than 30 years.

TikTok commissioned Nielsen to analyze 10 consumer packaged goods (CPG) brands spanning the Food & Beverage and Health & Personal Care categories across Indonesia and Thailand to measure marketing mix impacts from sales to brand equity for these TikTok campaigns.

Key findings

Key findings

$2.3

Strong ROAS in both short- and long-term

The study yielded $1.7 short-term return for every advertising dollar spent in Southeast Asia from TikTok Paid ads. Compared to other channels* in the study, TikTok gave 2.0 times better results. 

Beyond direct sales outcome, TikTok delivered 2.2 times more long-term sales for brands via its impact on brand equity than other channels* measured in this study. 

When taking into account both short-term ROI and long-term brand equity, TikTok outperformed other channels* by 1.4 times, with a total ROAS of $2.3 for every advertising dollar.

9.4%

Synergistic impact between television and TikTok advertising

Nielsen found 9.4% incremental sales when TikTok ads are executed together with television ads for at least 4 weeks in Southeast Asia, which is highest among all other media channels* in this study. 

$2.3

Leverage In-Feed ads as core and boost with high-impact formats during key moments

Nielsen measured TikTok ad products, revealing that In-Feed ads drove high short-term ROAS of $2, long-term ROAS of $2.8, and showed the highest sales response against other ad products. Thus, In-Feed ads should be preferred as the base ad product on TikTok platform.

For key moments, consider high-impact reservation formats like Branded Effect, which revealed short-term ROAS of $2.3, and long-term ROAS of $3.0, driving amplification with higher efficiency.

$2.0

Utilize a combination of creator and brand ads to maximize effectiveness

Both creator and brand ads drove returns more than their spends, with brand ads delivering short-term ROAS of $1.5, and creator ads driving even higher ROAS at $2. 

Note: Modeled with two year historical data in 2023.
*Other Nielsen measured media includes TV, Radio, OOH, Cinema, Digital Display & Video (excluding Facebook & Google).
Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers.

How it works

Nielsen Marketing Mix Modeling offered a comprehensive evaluation of TikTok’s campaigns through tailored econometric models. These models established connections between detailed sales data spanning 2-3 years and a wide range of TikTok’s campaign activities, as well as other media platforms such as TV, digital video, digital display, print, out-of-home (OOH), and non-marketing factors like distribution, price, competition, seasonality, macroeconomic effects, and more.

The complete Marketing Mix Modeling solution involves data validation, metric calculation (e.g., revenue and profit), and a final insights presentation with recommendations to enhance marketing return on investment. Additionally, Nielsen executes several secondary modeling solutions including synergy analysis and long-term effects.

Conclusion

Unlock advertising’s full potential with Marketing Mix Modeling

Nielsen’s Marketing Mix Modeling solution demonstrated its effectiveness in providing a complete picture of sales and brand equity impacts across the Southeast Asia market for TikTok advertising. By leveraging Marketing Mix Modeling principles and historical data, the study shed light on the untapped impacts of campaigns, presenting advertisers with actionable recommendations to harness higher returns from TikTok investments.

Advertisers today expect more insights than just ROI from their brand investments. They are eagerly seeking to understand the impact on short-term returns and long-term equity. We commissioned a study with Nielsen and are happy to share how TikTok delivers ROI across the full funnel.

Balendu Shrivastava
Head of Measurement
TikTok, AMA

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The post Southeast Asia: CPG Marketing Mix Modeling Meta Analysis appeared first on Nielsen.

Case study

Evolving the measurement of sports events

How World Athletics and Nielsen are setting up host cities for success

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Case study

Evolving the measurement of sports events

How World Athletics and Nielsen are setting up host cities for success

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Introduction

Understand the value of hosting sports events

Nielsen has worked with World Athletics, the sport’s international governing body, on new measurements that provide deeper insights into hosting the 2022 and 2023 World Athletics Championships.

Objective

Assess positive outcomes 

With World Athletics looking to demonstrate the wide-ranging value of hosting its events, the organization turned to insights, data and analytics company Nielsen, whose Event Impact Assessment (EIA) Framework incorporates new measurements to give a more comprehensive picture of the positive outcomes an event can have for a host.  

Challenge

Justify investments in sports event hosting

Hosting a major event such as the World Athletics Championships requires the support of various stakeholders, ranging from local governments and national sporting federations to broadcasters and commercial partners. All have different objectives beyond economic impact alone, whether it be ensuring a positive benefit on society, promoting sustainability, leaving a positive legacy or driving purchases. There is also increasing pressure on securing funding for events. Setting out clear KPIs that can be measured are more important than ever, with hosts needing to be able to justify investment, fine-tune strategy, improve event delivery, and leave a legacy.

Solution

Quantify the success of events

Nielsen’s EIA Framework has evolved to measure the success of events through the lens of five key pillars: attendance, economic, media, social and environmental. It then puts together a holistic impact report that includes a thorough assessment within each area, having gathered information from the local organizing committee (LOC) and rights holder, surveyed athletes and spectators, and applied its own media value data. 

By studying the 2022 World Athletics Championships in Oregon, Nielsen’s EIA framework found that the event provided a total impact of US$237 million across the five pillars. Together with the LOC, World Athletics identified ‘community’ as an area to improve for the next World Athletics Championships in Budapest in 2023 and set clear KPIs, encompassing attendance, social and environmental impact, and inspiring participation.

Key findings

Key findings from Budapest 2023

404,000

Attendance

Seven of the nine evening sessions sold out in Budapest, bringing event attendance to 404,000, up from 150,000 in Oregon. 

$240,000

Social and environmental impact

Environmental initiatives put in place at the 2023 World Championships in Budapest resulted in a reduction of 1,700 tonnes of CO2 emissions–a savings of US$240,000.

77%

Participation

Nielsen found that 77% of spectators at Budapest 2023 agreed that they were inspired to participate in track and field more often, an increase on 41% who felt the same having attended Oregon 2022.

$408M

Total event impact

Budapest 2023 generated US$408M in total event impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance.

Source: Nielsen Event Impact Assessment: World Athletics 2022 and 2023

How it works

With a network of analysts stretching across the globe, Nielsen can transform large data sets into actionable insights, helping clients connect to the audiences that matter most – regardless of sport, league, event or location.

Nielsen Sports has been working with World Athletics since 2019, measuring events including the World Indoor and Outdoor Championships, World Cross Country Championships, Road Running Championships and Relay Championships. The EIA Framework is modular and flexible, meaning it can be scaled down for smaller events and run fully for major championships.

Conclusion

Demonstrate the value of sports events with Nielsen’s EIA Framework

Nielsen’s Event Impact Assessment Framework enabled the host cities Oregon and Budapest to demonstrate the holistic value of staging the events, while also providing a blueprint for future bidders to assess the impact of hosting World Athletics competitions. Using Nielsen’s EIA assessment from Oregon 2022, World Athletics was able to make further positive changes for Budapest 2023. 

Nielsen’s Event Impact Assessment results help us evaluate and continually evolve our events. The framework enables us to understand what worked well, what drove success and potential areas of improvement. We’re already using the data to help identify priority areas for our next World Championships: Tokyo 2025. One of the emerging trends for major events is to improve on sustainability of the events, and Nielsen’s EIA data helps us look at ways of reducing our carbon footprint as much as possible.

Maria Ramos
Director of Brand & Marketing
World Athletics

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The post Evolving the measurement of sports events appeared first on Nielsen.

Case study

Reaching voters with radio 

In a crowded market for political ads, radio offers an advantage

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Case study

Reaching voters with radio 

In a crowded market for political ads, radio offers an advantage

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Introduction

Understand the reach of radio with U.S. voters

During election years in the U.S., political campaigns invest significant dollars in advertising across media platforms. To better understand how radio can help campaigns reach more voters, three leading audio-first media companies, iHeart, Audacy and Cumulus, commissioned a study on optimizing multimedia campaigns. As part of the study, we looked at the competitive 2022 Pennsylvania Senate race between Dr. Mehmet Oz and John Fetterman.

Objective

Identify incremental reach opportunities

Despite heavy spending on TV in Philadelphia and Pittsburgh, the Fetterman campaign relied on 13 weeks of radio to supplement the video message ahead of winning the race. By studying this campaign, we sought to understand how radio can help candidates reach more voters in a fragmented media landscape.

Challenge

Reach more of the voting public in the face of media fragmentation

John Fetterman’s 2022 senate campaign wanted to reach more voters without increasing its media budget. While linear TV ads have long been a cornerstone for political campaigns—and continue to be important—audience reach has splintered as more channels have emerged, and the Fetterman campaign needed to know where voters were.

Solution

Use Nielsen Media Impact data to reveal the most effective media mix

By using Nielsen Media Impact, we were able to predict how the campaign team could best reach their target voters based on different budget allocation scenarios. The Fetterman campaign was able to fill a 12% gap of voters they could no longer reach through linear TV by shifting 20% of their political spend to AM/FM radio.

Key findings

Key findings

12%

Radio increased reach without impacting budget

By allocating one-fifth of the ad budget to AM/FM radio, the campaign was able to deliver a 12% bump in audience reach without increasing spend.

29%

Radio delivers the most incremental reach for light TV viewers

Radio added 29% more incremental reach among TV viewers who watch less than two hours a day–more than connected TV (CTV)¹ or social.

23%

Radio reaches more unaffiliated viewers

Adding radio to the campaign media mix resulted in a 23% lift in reaching “swing voters.”²

Notes:
¹CTV refers to any television that is connected to the internet. The most common use of the internet connection is to stream video content.
²Swing voters refers to voters who have not voted consistently with one party in the past or they were still making up their minds ahead of the November election.

Results

Diversifying political ad spend with radio paid off

Based on Nielsen’s Local Media Impact data, the 2022 John Fetterman campaign saw a 10% lift from radio above the local TV campaign, which amounted to 676,000 additional voters secured at no additional cost. Fetterman won the election by less than 300,000 votes—underscoring the importance of fully optimizing your media mix.

Conclusion

Radio is an effective channel for scaling reach

To reach your audience, you first have to know where they are. By merging voting behavior and viewership data, Nielsen was able to determine that radio is an impactful and cost-effective addition to the marketing mixes of political campaigns. Explore more insights into how radio performs for political campaigns.

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Case study

Unleashing the Power of Creator Content

Nielsen + Whalar: Predictive ROI accurately estimates what creators bring to the Mix

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Case study

Unleashing the Power of Creator Content

Nielsen + Whalar: Predictive ROI accurately estimates what creators bring to the Mix

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Introduction

Measure the effectiveness of creator-specific campaigns

Whalar, a leading global creator company, specializes in unlocking the power of creators for brands in their marketing strategies. Whalar commissioned Nielsen to measure the incrementality and ROI of their creator-specific campaigns.

Objective

Quantify results quickly to maximize investments

The objective was to swiftly and accurately quantify expected ROI and Sales Impacts, with the end goal of optimizing media plans to maximize ROI potential from creator investments.

Challenge

Harness the power of Marketing Mix Modeling

Whalar sought a solution versatile enough to cover various categories, countries and brands of all sizes. Not only did they want to harness the power of a traditional Marketing Mix Modeling (MMM) study, but they also required a highly accurate source for insight into optimization prior to campaign launch.

Solution

Use predictive analytics to identify optimization opportunities

Nielsen introduced Predictive ROI (PROI), an advanced solution designed to provide rapid and cost-effective ROI insights, even for emerging media types like creator content. PROI harnessed the power of Compass Planner, Nielsen’s premier MMM normative database, employing media saturation curves and campaign data from prior MMM analyses to forecast ROI and gauge effectiveness.

By leveraging Nielsen’s unparalleled MMM benchmarks and utilizing the synergistic predictive tool, Whalar empowered clients to gain immediate visibility into the anticipated ROI of their media plans and uncover opportunities for optimization, all before the campaign launch.

Key findings

Key findings

$2.63

Strong ROAS

While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.

9%

ROAS comparison

The average ROAS across the campaigns ($2.63) was only 9% different compared to total platform ROAS ($2.43) measured via a prior executed MMM. This reaffirmed earlier research by Nielsen, connecting the comparability of PROI results to MMM.

25%

Underinvestment in content creator campaigns

Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.

20%

Key performance drivers

Weeks on air and optimal weekly impressions emerged as pivotal drivers of campaign performance. An optimization scenario implemented on one of the campaigns revealed that doubling weekly support while maintaining the same number of weeks on air could increase ROAS by approximately 20%.

Results

Optimize quickly to maximize campaign performance

The study results presented a significant opportunity for advertisers to enhance their ROIs by optimizing weekly paid media weight levels and the length of time on air, as well as reallocating resources to maximize the potential of their creator marketing campaigns.

How it works

PROI, Nielsen’s leading advanced media performance measurement solution, enabled Whalar to engage in sophisticated budget allocation and planning through the use of machine learning algorithms to estimate the outcome of media plans for their advertisers’ brands in their markets. PROI unveiled an unmatched global scale with benchmarks across 5K+ models, 25K+ curves, and hundreds of categories in 50+ countries. Its advanced modeling capabilities and validation ensure accuracy and reliability, even with less data granularity, for Whalar’s multifaceted campaign.

Conclusion

Improve campaign effectiveness with Nielsen’s predictive analytics

Nielsen’s PROI solution demonstrated its effectiveness in providing rapid and cost-effective ROI insights for creator marketing campaigns. By leveraging MMM principles and historical data, the study shed light on the untapped potential of content creator campaigns, presenting advertisers with actionable recommendations to optimize their investments.

The biggest challenge facing the Creator Economy is determining the impact on ROI, quickly, and at scale. Since MMM isn’t always an option, Nielsen’s PROI solution is perfect for Whalar’s brand partners. It employs methodology by tapping into Nielsen’s vast MMM database to highlight the significant impact of Whalar’s creator campaigns.

Gaz Alushi | Whalar
President of Measurement and Analytics

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The post Unleashing the power of creator content appeared first on Nielsen.

As one of Europe’s leading operators and a world leader in converged broadband, video and mobile communications, Liberty Global needed an entertainment metadata powerhouse to help create its next-generation entertainment platform, Horizon 4, as it rolled out across 85 million subscribers. Nielsen’s Gracenote first partnered on metadata for Liberty Global’s UK business, Virgin Media, in 2010, and has gone on to power metadata solutions across the operator’s markets, completing its support for Horizon 4 in early 2023. 

Download the case study to learn how Liberty Global and Gracenote are aggregating metadata to deliver the next chapter in immersive, content-led visual experiences. 

The post Liberty Global’s metadata journey to super-aggregation with Gracenote appeared first on Nielsen.

In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver.  A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level. 

The post Quantifying the impact of TikTok advertising appeared first on Nielsen.

Nielsen ID resolution system utilizes persistent, device-agnostic identifiers, enabling Nielsen to verify demographic characteristics and media exposure over time across all media. With Nielsen’s attribution solution, Barceló was able to uncover unattributed conversations and redistribute the credit across paid and organic channels. Barceló is able to effectively monitor campaigns daily, test unlimited budget allocation scenarios, optimize its advertising spend and activation strategy across media channels.

The post Uncover the complex customer journey with modern attribution measurement appeared first on Nielsen.

Au cours de ces dernières années, les spécialistes du marketing ont de plus en plus misé sur l’attrait du « Brand Purpose Advertising » pour attirer l’attention des consommateurs, mais quels sont réellement les résultats de cette nouvelle façon de communiquer ?

Cette tendance publicitaire s’explique par les préoccupations croissantes des consommateurs en matière d’éthique ainsi que de leurs attentes sur le fait que les marques soient socialement responsables. Selon une enquête de NielsenIQ France, plus de 75 %* des consommateurs ont déclaré que le packaging écoresponsable, le bien-être des animaux et la responsabilité sociale des entreprises sont des facteurs importants dans leurs décisions de consommation.

C’est pour ces raisons, que les marques veulent intégrer ces valeurs dans leur communication. Par conséquent, le nombre de publicités faisant référence au « Brand Purpose » ou à la responsa-bilité sociale a augmenté de près de 250%** au cours de ces 5 dernières années, l’année 2020 connaissant la plus forte accélération.

Alors, quel est l’impact sur les ventes ? Quelle est l’efficacité de cette nouvelle tendance ? Comment se compare-t-elle à la publicité conventionnelle axée sur les caractéristiques du produit ?

Téléchargez notre document pour obtenir des réponses à ces questions. Vous souhaitez en savoir plus sur le Brand Purpose Advertising ? Nos experts se feront un plaisir de vous répondre !

*Source : NielsenIQ France – Panel View basé sur le panel de consommateurs HomeScan | 9 932 réponses du 11 au 22 déc. 2020
**Source : Nielsen Ad Intel – France, juillet 2016 – juin 2021, catégories PGC, médias traditionnels (TV, affichage, radio, presse)

Methodology

Pour répondre à cette question, Nielsen a exploité une base de données comprenant 15 modèles de marketing mix (MMM). Dans chaque étude réalisée entre 2017 et 2020 pour le compte de marques de Grande Consommation en France, des campagnes dites « Purpose » et d’autres axées sur le produit ont été modélisées. Un MMM est par ailleurs une régression bayésienne qui permet de décomposer les ventes par magasin et par semaine, à travers des leviers commerciaux, mar-keting et d’autres facteurs externes, mesurant ainsi précisément l’efficacité (ventes / exposition media) et le ROI (ventes par euro investi dans les médias) de chaque campagne étudiée.

The post Communiquer sur le « Brand Purpose » appeared first on Nielsen.

Brands in Southeast Asia (SEA) knocked it out of the park on TikTok in 2021. With more than 240 million users in the region creating over 800 million videos and generating over one trillion views, the platform saw marketers lean into the opportunity to boost brand awareness and engagement.

In this case study, we look at how TikTok for Business’ suite of full-funnel, immersive ad solutions delivers a positive return on advertising spend (ROAS) of up to US$2.6. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

The post Case study: Quantifying the impact of TikTok advertising appeared first on Nielsen.

Understanding the opportunity, FOX’s challenge was to address the growing advertiser demand forcross platform audience targeting—especially CTV—at scale.

Source: (1) Nielsen Total Audience Report, 2021 (2) eMarketer, Connected TV Ad Spending, U.S., 2021-2025

The post Case study: Marketing Cloud takes FOX Next to the next level appeared first on Nielsen.