Indonesia – Meta is the most effective platform for driving offline and online sales, giving the highest return on ad spend (ROAS) delivered at 1.8x across traditional and digital platforms, a study from Kantar showed.
According to the latest Kantar study commissioned by Meta, despite economic challenges in Southeast Asia, consumer confidence is rebounding, with the region projected to achieve 1.6x economic growth over the next decade. As businesses and brands seek to engage the evolving Southeast Asian consumer effectively, optimising marketing budgets and choosing the right engagement channels are crucial for maximising efficiency.
The study’s findings highlight Meta as the most effective platform for driving omnichannel sales, seamlessly integrating offline and online channels, with the highest ROAS of 1.8x. Meta contributes 16% of incremental media sales with only a 10% share of spend, surpassing both other digital platforms and TV. Additionally, Meta attracts the highest number of new buyers across digital platforms at the lowest cost, underscoring its ability to achieve substantial business outcomes.
Kantar’s study also analysed how many people who saw a media campaign on Meta’s platforms and other media made a purchase. It revealed that campaigns on Meta achieved the highest conversion rate at 22%, compared to 20% on TV and 13% on other digital media. This means that 1 in 5 viewers who encountered an ad campaign on Meta made a purchase.
In terms of reach, Meta achieved a substantial 59%, closely trailing TV while outperforming other digital channels at 43%. Meta also led in incremental reach across its platforms with 6%, compared to only 2% on other digital platforms.
When integrated with TV, media campaigns on Meta platforms demonstrated superior synergy, yielding a 12% additional impact on sales. In contrast, campaigns combining other digital platforms with TV achieved an 8% impact, with a 33% overlap in reach. This underscores the effectiveness of integrated media strategies involving Meta.
Meta, as a platform, was also found to bring in new shoppers at the lowest cost. Ads on Meta platforms help drive maximum value for marketing dollars, as the study showed that Meta delivered the highest number of new buyers across digital platforms at the lowest cost of $3.90 per recruit.
Furthermore, among tech-savvy demographics such as Gen Z and Millennials, Meta leads in digital media-driven sales, capturing 44% of the digital sales market.
Kishore Parthasarathy, director of marketing communications for Southeast Asia at Meta, said, “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. 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.”
Harjyot Singh, APAC media and digital lead at PepsiCo, also shared, “At PepsiCo, we prioritise creating meaningful experiences for our consumers. By harnessing the power of consumer insights and utilising Meta platforms, we craft relevant and impactful interactions. This approach resonates with our audience, driving enhanced consumer engagement and sustainable business growth.”
