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Daily effectiveness insights, curated by WARC's editors.

TikTok drives incremental return for CPG advertisers
03 March 2022
TikTok drives incremental return for CPG advertisers
Social media effectiveness

Mobile video app TikTok has been positioning itself as a place to shop but the platform’s own research shows that it is also effective at driving offline sales around the world. 

The study 

During 2021, TikTok executed a series of NCSolutions offline sales lift studies in the US and a suite of marketing mix modelling meta analyses across the globe, in partnership with Nielsen, in order to determine its impact on offline sales outcomes for CPG advertisers. 

The results 

The studies showed TikTok driving positive paid media ROAS and offline sales efficiency across the CPG vertical, while in-feed video was found to be the most efficient performer in marketing mix models:

Paid media ROAS

  • US: +14% 

  • Europe: +64%

  • Southeast Asia: +63%

Sales efficiency

  • US: 2.0x

  • Europe: 2.8x

  • Southeast Asia: 5.2x

Figures for US are based on average measured digital media; those for Europe (UK, Germany, France, Italy, Spain) on average measured digital media in the food & beverage category; those for SE Asia (Indonesia, Malaysia, Thailand) on average measured total media. 


Sourced from TikTok [Image: Pexels]