Amidst the Meta Marketing Summit – FMCG edition that took place in Mumbai, the company revealed the results of multiple studies that Meta had commissioned from top companies Nielsen and Kantar that demonstrate the increasing importance of digital and how, for the FMCG industry, digital media offers a higher return on investment than other media.
Attendees at the summit included executives and brands from the FMCG sector. Topics covered included how brands are utilizing meta platforms to expand their reach and increase their market share, how the changing consumer landscape is affecting brand strategies, and how new marketing frontiers like business messaging, AI, and reels are being explored. The studies’ primary conclusions highlight the importance of digital platforms, particularly Meta, as a foundational element for promoting brand equity, imagery, and increased return on investment across various categories.
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Spending on advertisements makes sense in a world where digital adoption is growing quickly. A lot of modern brands are being developed exclusively online, with little to no investment made in more conventional media like print or television.
Sources claim that consumers use Meta’s platforms to find new brands and products. Products from six out of seven brands may be purchased by consumers, as nine out of ten brands are found on Meta platforms.
According to the report, digital media yielded an additional revenue of 1.42 Rupees for every Rupee invested, compared to 0.95 for non-digital media. Within this, Meta’s return on investment (ROI) is 1.76 for each rupee invested. Interestingly, in 2022–2023 digital platforms accounted for 48% of total media revenue, compared to 52% for television. According to the study, Meta’s share of this is 37%, OLV is at 54%, and other digital channels are at 9%.
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A high revenue payoff for FMCG brands has resulted from increased investments in digital over the last few years, with digital accounting for 43% of media spends in 2022–2023 compared to 57% for television, according to Nielsen’s “Unveiling media ROIs 2024 for India CPG” June 2024 report. Of this, 59% comes from online video (OLV), 10% comes from other digital platforms, and 31% comes from Meta.
The lessons learned include how media channels influence sales and how ROIs vary between media channels and product categories. The studies’ main conclusions highlight the importance of digital platforms—particularly Meta—in promoting brand equity, imagery, and higher returns on investment across a range of categories.
The report also shows that Meta outperformed other traditional and digital platforms in terms of return on investment (ROI) in a number of categories, including food, household care, health and hygiene, baby care, and personal care. The study goes on to say that increasing Meta’s proportion of digital investment grows a brand’s total return on investment. Additionally, Meta disclosed the results of cross-media research conducted in India by Kantar, which covered over 140 campaigns in a variety of industries between 2012 and 2023.
However, the Kantar study shows that digital platforms—particularly Meta—have a major role in helping to establish a brand. Meta has been a major force behind brand imagery, accounting for 20% of all media-driven brand expansion. Furthermore, the study shows that the best return on investment for mind-building measures comes from digital media channels headed by Meta.
The two studies demonstrate that investing in Meta by FMCG/CPG brands yields higher returns when compared to traditional channels in a variety of categories, such as food, laundry, personal care, household care, baby care, and health and hygiene.
Meta commissioned Nielsen to conduct an FMCG Meta-Analysis for India, which was a comprehensive study that included MMMs for FMCG categories such as food, beverage, personal care, home care, health and hygiene, and others. Nielsen examined the performance of all channels, including TV, Other Traditional (Radio, Print, and OOH), META, Online Video, and Other Digital (Display and Search), by utilizing the Nielsen Compass repository of Marketing ROI norms. The lessons include the contribution of media channels to sales, the comparison of ROIs among media channels, and the comparison of ROIs between categories. Additionally, Nielsen stated that FMCG advertisers can make better marketing decisions by utilizing the insights from the Meta-Analysis.
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