Meta conducted a recent study analyzing the impact of its video formats, like Reels, on the advertising campaigns’ immediate and lasting performance.
Meta And Nielsen
The study looked at how Meta advertising impacted the growth and performance of 12 CPG companies in APAC over three years, with help from Nielsen.
As per Meta: “Meta partnered with Nielsen to determine the short term & long-term impact of marketing on Meta through Marketing Mix Models & Long-Term Effects Models run for a diverse mix of 12 CPG brands (to ensure fair representation across regions, brand size, brand market share & digital investment share) within Food & Beverage and Beauty & Personal Care categories across Australia, Indonesia, Thailand, Malaysia, Philippines and Taiwan.”.
Abhinav Maheswari, VP, Sales, APAC, Nielsen said “In today’s fragmented ecosystem, quantifying the effectiveness of media strategies has become a daunting challenge. Cross platform nuances, especially with the meteoric rise of video, necessitate a laser-focused approach to uncover what truly drives performance. Nielsen’s Syndicated Marketing Mix study unlocked granular insights that helped transform the way Meta measured marketing performance. We discovered key drivers for campaign optimization while providing tools to eliminate blind spots, optimize spending, and drive short and long term success. One standout finding from our study was Meta’s platform ability to optimize advertiser campaign effectiveness by an impressive 76%..”.
Some of the data points in the set are worth mentioning. The study’s key takeaways are summarized in the infographic, and the complete report can be found here.
