Today's sophisticated automotive marketers want to understand the impact Meta ads have in driving both their sales and brand KPIs, using Mixed Media Modeling (MMM). To help answer this question, Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media, sales, brand consideration and favorability data across five top automakers (representing 60% of the US car market).

The goal was to understand:

How do Meta ads impact sales and brand KPIs when compared to other channels?

Which strategies within Meta ads are more efficient than others?

How do Meta ads drive both short and long term ROAS?

In this two-part study, we first quantified the impact of media in driving short term car sales and then the impact on brand metrics. The combined findings of both the Sales and Brand MMM quantify both short term and long term impact of various strategies on Meta in driving car sales.

Key findings of the study

1. Most advertisers were significantly underinvested on Meta.

Los hallazgos incluyen factores cruciales como mensajes optimizados, claridad de marca, planos abiertos y conexión humana para transmitir una narrativa exitosa.

Miami, 16 de Octubre- Teads, la plataforma global de medios, anunció los innovadores resultados de su estudio realizado en colaboración con Ipsos, enfocado en descifrar los elementos creativos clave que impulsan el éxito en campañas omnicanal de marcas de la industria automotriz.

Valiéndose de las avanzadas capacidades de inteligencia artificial de Ipsos y de técnicas de modeladoestadístico de vanguardia, Teads obtuvo insights reveladores que revolucionarán la forma en que se diseñan y optimizan los anuncios publicitarios de automóviles para lograr un impacto máximo.