A study by Meta and Kantar has identified Meta as the most effective
platform for driving omnichannel sales, bridging the gap between offline
and online. The study reviewed 10 brand campaigns in the
consumer-packaged goods sector across Indonesia, Thailand, Philippines,
and Vietnam, revealing key insights into the effectiveness of various
marketing channels.
Meta emerges supreme
According to the study, Meta achieved the highest return on ad spend
(ROAS) at 1.8x, outperforming other digital platforms (1.2x) and TV
(1.1x). Meta also delivered the highest number of new buyers at the
lowest cost, with US$3.90 per recruit, compared to US$7.50 for other
digital channels and US$8.80 for TV.
Consumer behaviour in Southeast Asia
The study highlighted the evolving consumer behavior in Southeast
Asia, where 70% of consumer media time is spent on digital media.
Notably, 59% of consumers engage in second screening, meaning they watch
ads on their smartphones while watching TV. This underscores the
importance for businesses to identify the right channels to engage with
these consumers and optimise their marketing budgets.
Application for travel companies
Travel companies can leverage these findings by focusing their
marketing efforts on Meta platforms to maximise their return on
investment. With Meta's high conversion rates, travel advisors can
create targeted campaigns that effectively reach potential travellers.
For instance, showcasing captivating travel experiences on Instagram and
Facebook can attract more engagement and bookings.
Conversion rates and reach
In terms of conversion rates, campaigns on Meta platforms had the
highest success at 22%, meaning one out of five shoppers made a purchase
after seeing an ad on Meta. This compares to 20% for TV and 12% for
other digital media channels.
TV leads in absolute reach at 69%, with Meta following at 59% and
other digital channels at 43%. However, Meta's impact on conversion is
more significant. When combined with TV, campaigns on Meta had a 12%
additional impact on sales, compared to an 8% impact for other digital
platforms combined with TV.
Targeting tech-savvy demographics
Among tech-savvy demographics such as Gen Z and Millennials, Meta is
particularly effective, accounting for 44% of digital media-driven
sales. Travel companies targeting these demographics can benefit from
Meta's strong influence by creating visually appealing and shareable
content that resonates with younger travellers.