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.
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 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%
- 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]