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. 

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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.

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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.

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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:

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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.

To increase the brand awareness within the professionals in the Italian health sector for Inofolic, by Li.Lo Pharma, the agency Digital Angels designed two audience-driven campaigns that were executed on social networks.

Aiming to reach the specific groups in the pharmaceutical industry online, Digital Angels and Li.Lo Pharma collaborate with Nielsen Marketing Cloud to build tailored audiences. Nielsen audiences performed very well in both social campaigns.

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To facilitate the introduction of Styler Steamer to the market, a premium innovation of home appliances for a better life by LG, the agency PHD reached out to Nielsen Marketing Cloud to build a tailored audience. Nielsen’s rich audience segmentation covers demographics, psychographics, online, TV, behavioural, spending and social. 

PHD took on a mini-funnel approach. Using the optimised video views, it targeted high intent users of the home steamer to drive awareness in the campaign. PHD tested Nielsen audiences alongside interest-based audiences. The Nielsen audience drove the strongest results and helped populate the most relevant retargeting audience, a key to driving traffic and sales.

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聯成電腦本次的廣告目標，希望能蒐集更多年輕族群名單以擴大年輕學員規模。其代理商夥伴adGeek艾得基客行銷顧問股份有限公司透過結合尼爾森NMC第三方廣告受眾數據，協助客戶於數位廣告的市場中，觸及到新的潛在客群；且以更符合成本效益的方式有效取得消費者的聯繫資訊。

The post 尼爾森案例分享：運用NMC協助品牌節省36%取得名單成本 appeared first on Nielsen.

BACKGROUND

Mankind Pharma is a leading pharmaceutical company in India, with a large portfolio of brands like Prega News, Manforce, KabzEnd, and AcneStar. With a wide array of brands, each catering to specific consumer needs, a laser-targeted digital strategy was essential for Mankind Pharma to effectively reach its consumers. To that end, the brand team planned and executed digital campaigns that were designed to engage a wide base of audiences and amplify all the company’s individual brands. Yet while the campaigns were planned to the T, the team only had self-reported metrics from the platforms to assess campaign performance.

Challenge

Mankind Pharma needed a comprehensive validation of its campaign performance results to confidently scale its advertising efforts. The company also needed to be efficient with marketing budgets, necessitating the measurement of how far each media platform delivered on the marketing objectives. Since digital is a technology-driven medium, Mankind Pharma decided to leverage Nielsen’s impartial measurement solutions to monitor its targeting efficiency, identify underperforming platforms and detect ad fraud so that advertising can be served in a bot-free environment. 

Solution

Mankind Pharma used Nielsen data to measure and optimize the performance of its digital campaigns. Over two years, Nielsen and Mankind Pharma’s marketing team have collaborated to drive cost and media efficiencies across multiple digital campaigns.  

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In wanting to explore the potential of digital channels to more effectively reach younger target demographics than their traditional TV campaigns, T-Mobile challenged their media agency, Searchresult, to prove the success of their online campaigns to target 18-44 year olds, and better maximise their digital investment.

Using Digital Ad Ratings’ next-day view of an in-flight campaign’s on-target reach, advertiser and agency took advantage of the solution’s optimisation capabilities to rethink and refine placement strategies, resulting in improved targeting of the intended audience and saved budget.

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