Digital media offers higher ROI than other media for FMCG industry: Study
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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Ad spends are on the rise
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.
Digital advertising’s evolution and Audience Behavior
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%.
FMCG Brands and Meta
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.
Media channels
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.
Meta outperforms other platforms
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.
Meta plays a significant role in brand identity
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.
FMCG Spend Analysis in India
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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Varun Oberoi promoted to Vice President & Head – Marketing and Corp Comms at Indo Nissin Foods
Varun Oberoi has been promoted to vice president and head of marketing and corporate communications at Indo Nissin Foods, according to his recent LinkedIn update. Oberoi was associate vice president of partner brands in the same company before taking on the role of associate vice president of marketing and corporate communications.
Oberoi’s previous endeavors
Before joining Indo Nissin Foods, Oberoi worked as Category Head for Licensing at The Walt Disney Company from 2014 to 2019. Prior to this, from 2012 to 2014, he worked as regional sales manager for Narang Danone Access. Oberoi held the position of Sales Development Manager at Wringley from 2008 to 2012 prior to this. From 2006 to 2008, he was employed by CavinKare in a variety of marketing and sales capacities.
Oberoi has a strong background in FMCG categories and 19 years of experience in sales, marketing, and business development. With an emphasis on developing businesses and revenue streams, he has worked with both start-up companies and well-established corporations. Oberoi has a wealth of experience and is an expert in marketing and sales. In addition, he held positions in business development, marketing, and sales. Additionally, he had the rare experience of working in the FMCG categories of foods, beverages, and personal care.
In addition to working for The Walt Disney Company, Narang Danone Access, Wrigley, and CavinKare, Oberoi is an alumnus of MICA in Ahmedabad.
Here’s what they said
Announcing his promotion on LinkedIn, Varun Oberoi said,
“Same company. New position. Vice President | Head of Marketing and Corporate Communications at Indo Nissin Foods Limited!”
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Ritu Mittal Takes On Additional Responsibilities of Bangladesh and Sri Lanka
Ritu Mittal, Head of Marketing & Digital at Bayer Consumer Health, South Asia, has assumed additional responsibilities for Bangladesh and Sri Lanka in addition to India. In her new position, she will work with Bayer Consumer Health to develop businesses and brands in Bangladesh, Sri Lanka, and India.
Ritu Mittal gets additional responsibilities for Bangladesh and Sri Lanka
Mittal was in charge of a broad range of duties in the India region. This includes creating forward-thinking digital strategies that embrace technology, leading creative product development in the startup ecosystem, taking full P&L ownership, and encouraging entrepreneurship. Mittal oversaw sustainability and end-to-end marketing programs for a variety of brands and categories, including derma, pain, nutrition, and allergy.
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With 19 years of experience in FMCG, consumer health, and technology, Ritu Mittal is an accomplished business leader. She is an expert in creating companies and brands that use technology and creativity to upend conventions, improve the lives of customers, and achieve astounding financial success.
Here’s what they said
Ritu Mittal announced her new position in LinkedIn stating,
“I am excited to take on the additional responsibility of serving the ~200 million consumers in Bangladesh and Sri Lanka, in addition to the 1.4 billion consumers in India, with best-in-class science-based self-care solutions. The past four years have been a thrilling experience, and I am committed to applying all the learnings from the India launch to drive impactful results. I look forward to building brands and business together with my amazing #TeamBayer and our agency partners.”
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