{"id":725,"date":"2020-10-07T09:51:38","date_gmt":"2020-10-07T09:51:38","guid":{"rendered":"https:\/\/www.beingdigitalz.com\/blog\/?p=725"},"modified":"2025-01-22T17:07:04","modified_gmt":"2025-01-22T11:37:04","slug":"how-to-evaluate-which-half-of-your-advertising-spend-is-the-most-effective","status":"publish","type":"post","link":"https:\/\/www.beingdigitalz.com\/blog\/how-to-evaluate-which-half-of-your-advertising-spend-is-the-most-effective\/","title":{"rendered":"How To Evaluate Which Half of Your Advertising Spend is The Most Effective"},"content":{"rendered":"
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Deepak Chandran, Head of YouTube Ads Research at Google APAC, and Zarak Khan, Regional Product Lead – Brand Measurement at Google APAC, share insights on the importance of measuring sales impact and explain how adopting a mix of measurement strategies can help advertisers monitor campaign effectiveness and make the most of their media spend.<\/i><\/p>\n<\/div>\n

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Most marketers have heard the old saying: \u201cHalf the money I spend on advertising is wasted; the trouble is, I don’t know which half.\u201d For many, the answer to this question is as mysterious as the origins of the quote itself.<\/p>\n

But here\u2019s what we all know for sure: Brand marketers need to evaluate whether their campaigns are effective in generating incremental sales. Then they must understand whether these campaigns are efficient. In other words, do they generate enough incremental sales to cover the costs of the campaign so they can determine whether to continue or change course.<\/p>\n

However, accurately measuring the impact of a marketing campaign \u2014 then identifying ways to improve the return on that investment \u2014 has only become more challenging as brands compete for customer attention in an increasingly crowded landscape of fragmented media channels and brand messages. What\u2019s a marketer to do?<\/p>\n

Brands that adopt a measurement strategy combining credible, comprehensive, and actionable solutions will, more often than not, find further opportunities for growth.<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n

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Well, having an informed strategy is a good place to start. There are two commonly used approaches to measuring the sales impact of media platforms. Sales lift studies, which measure the impact of a single platform, and\u00a0marketing mix modeling\u00a0(MMM), which looks at the impact of multiple platforms at once.<\/p>\n

To help marketers better navigate their measurement challenges, we recently partnered with Nielsen to identify YouTube\u2019s sales impact across APAC countries and uncovered some useful ways marketers can apply sales lift studies and MMM to determine the impact of their own brand campaigns.<\/p>\n<\/div>\n<\/div>\n

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Find The \u201cworking half\u201d of Your Ad Spend<\/b><\/h2>\n

Over the last three years, we ran 57 sales lift studies in APAC \u2014 spread across 16 categories and 46 different brands \u2014 to understand YouTube\u2019s effectiveness.<\/p>\n

Using a Nielsen Matched Panel Analysis study, we measured the impact of a single YouTube campaign while controlling for possible variables such as price, distribution, promotions, and other activities. This causal impact design allowed us to isolate the true impact of YouTube by comparing the sales between markets where we ran the campaign and control markets where we did not run any YouTube ads.<\/p>\n

\u201cThe studies allowed us to measure the impact of YouTube in a variety of conditions while also allowing us to assess the effects that different YouTube formats and target audiences had on sales,\u201d said Jayati Basu, Director – Marketing Effectiveness at Nielsen.<\/p>\n

An analysis of these studies demonstrated three key aspects of our platform:<\/p>\n

\"YT<\/p>\n<\/div>\n<\/div>\n

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\u201cPartnering with Mindshare & Google enabled us to execute the Lays Smile Initiative exceptionally well. An end-to-end project encapsulating insights, creatives, media, and measurement culminated in a sales lift study where we saw YouTube deliver a 12.5%\u00a0sales lift with a quality return on advertising spend (RoAS) as well,\u201d shared Shailaja Joshi, Associate Director – Marketing, PepsiCo India.<\/p>\n

Tips for Advertisers<\/b><\/span><\/h3>\n

Embrace the power of experimentation. Adopt a sales lift study that drills deeper into which type of creative, audience targeting, or ad formats lead to the most successful outcomes. Additionally,\u00a0continue to experiment\u00a0to find approaches that work \u2014 and, equally, ones that don\u2019t work \u2014 to ensure future campaign decisions can be based on proven results.<\/p>\n<\/div>\n<\/div>\n

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Monitor What\u2019s Working Across Different Channels & Get Granular<\/h2>\n

By understanding which channels in your media mix are performing the strongest, you can optimize your media plans appropriately for maximum sales impact. MMMs allow you to assess the sales contribution of all the channels where your brand has invested over a period of time.<\/p>\n

As an advertiser, breaking down digital media into manageable units allows you to form a clearer understanding of what\u2019s working well and what could be tweaked to perform better.<\/p>\n

\"YT<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

In our YouTube effectiveness journey, we wanted to examine how YouTube performs compared to other channels and platforms. We conducted another meta-analysis of MMMs that Nielsen had built over the last few years across APAC and compared YouTube to TV and other digital channels.<\/p>\n

In India, we analyzed more than 100 MMMs from 2016 to 2018 and noted the following:<\/p>\n

\"YT<\/p>\n

We conducted a similar analysis in Japan from 2017 to 2018 and learned the following:<\/p>\n

\"YT<\/p>\n

Tips for Advertisers<\/b><\/span><\/h3>\n

Run MMMs to understand how your overall channel mix is working in regard to driving incremental sales for your brand. Focus on both effectiveness (in other words, incremental sales per impression) and efficiency (in other words, incremental sales per dollar) while making your media allocations. Also, consider working with a\u00a0Google Measurement Partner\u00a0to discover granular campaign-level YouTube\/Search\/Display data that you can use to understand the return on your investment so you can improve what\u2019s working and fix what\u2019s not.<\/p>\n","protected":false},"excerpt":{"rendered":"

Deepak Chandran, Head of YouTube Ads Research at Google APAC, and Zarak Khan, Regional Product Lead – Brand Measurement at Google APAC, share insights on the importance of measuring sales impact and explain how adopting a mix of measurement strategies can help advertisers monitor campaign effectiveness and make the most of their media spend. Most […]<\/p>\n","protected":false},"author":1,"featured_media":736,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[],"yoast_head":"\nEvaluate The Effective Advertisement Strategy & Invest<\/title>\n<meta name=\"description\" content=\"Unlock the secret to effective advertising! Discover how to analyze and maximize your ad spend with our expert tips. 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