- May 1, 2005
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Came across this Facebook / Meta study.
Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media and sales data across top five automakers (representing 60% of the US car market) with a goal to bridge the gap between their measurement approach and optimization strategies on our platform. The study also provided guidance on the optimal media mix for the top auto advertisers with the following research questions:
Meta video ads stood out as the most optimal strategy
ROAS for Meta video ads was 60% higher than on TV and was the most efficient driver of sales across all traditional and digital channels.
Drive incremental value by reallocating budget from traditional media
Based on an optimization scenario, a reallocation of TV budget that led to a 20% increase in spend in Meta ads could increase total media ROI by 40%.
Additional summary and link to study OR click on the attachment (1 page PDF)
Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media and sales data across top five automakers (representing 60% of the US car market) with a goal to bridge the gap between their measurement approach and optimization strategies on our platform. The study also provided guidance on the optimal media mix for the top auto advertisers with the following research questions:
- How do Meta ads perform when compared to traditional media?
- Which strategies within Meta ads are more efficient than others?
- What are the optimal levels of media spend for different strategies on Meta ads?
Meta video ads stood out as the most optimal strategy
ROAS for Meta video ads was 60% higher than on TV and was the most efficient driver of sales across all traditional and digital channels.
Drive incremental value by reallocating budget from traditional media
Based on an optimization scenario, a reallocation of TV budget that led to a 20% increase in spend in Meta ads could increase total media ROI by 40%.
Additional summary and link to study OR click on the attachment (1 page PDF)
