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Is this the most effective platform to drive omnichannel sales?

Is this the most effective platform to drive omnichannel sales?

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A study by Meta and Kantar has revealed that Meta is the most effective platform in driving omnichannel sales between offline and online.

A review of 10 brand campaigns in the consumer-packaged goods space in Indonesia, Thailand, Philippines and Vietnam revealed that Meta delivered the highest return on ad spend (ROAS) at 1.8x and delivers the highest number of new buyers across digital platforms at the lowest cost.

This is in comparison to other digital platforms (1.2x) and TV (1.1x).

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According to the study, consumer behaviour in Southeast Asia is rapidly evolving, with 70% of consumer media time spent on digital media. Notably, over 59% engage in second screening, watching ads on their smartphones while watching TV.  

As such, it is important for businesses and brands to find the right channel to engage the evolving Southeast Asia consumer and optimise their marketing budgets for maximum efficiency, added the study. 

The study also found that campaigns on Meta achieved the highest conversion rate at 22%, followed by 20% on TV and 12% on other digital media channels. This means that one out of five reached shoppers made a purchase when they come across an ad campaign on Meta. 

Meanwhile, the study revealed that TV leads in terms of absolute reach at 69%. Meta follows closely behind with 59%, with other digital channels coming in at 43%. 

However, on the conversation rate, Meta topped with 22% of those who saw a message on Facebook or Instagram making a purchase. This compares with 20% for TV and 13% for other digital platforms. 

When used in combination with TV, media campaigns running on Meta platforms had a 12% additional impact to sales. Digital platforms and TV, on the other hand, had 8% impact to sales. 

Finally, Meta delivered the highest number of new buyers across digital platforms at the lowest cost of US$3.90 per recruit. This is compared to US$7.50 for other digital channels. TV was the most expensive option at US$8.80.

Among tech-savvy shopper demographics such as Gen Zs and Millennials, Meta leads digital media-driven sales, accounting for 44% of digital sales, said the study. 

“At Meta, we strive towards the gold standard in measurement based on data and science. We look at our advertiser's total marketing plan to ensure we deliver actionable insights across the marketing funnel," said Kishore Parthasarathy, Meta’s director of marketing science for Southeast Asia.

"Kantar’s latest study has enabled us to measure holistically providing robust ROI, reach and shopper behaviour to inform our clients and partners planning and creative strategies,” added Parthasarathy. 

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