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1、SponsoredSponsoredSocial media advertising effectiveness benchmarksMeasuring your brands performance across channels and categoriesReportReportSocial Norms 2023 2In the past 10 years,social media has become one of the mostdominant advertising channels.For brands looking to capture the largest overal
2、l audiences,influential younger generations,and digital-first consumers,social media represents an incredibly strong array of advertising platforms.Its no surprise then that advertising spend on social media has grown over 300%in the past 5 years(Statista).Social media platforms have seen immense ev
3、olution in formatsand content that drive impact.While static display ads and corporate-heavy messaging are still present,these platforms are increasingly focused on dynamic,interactive,organic content to gain the attention of increasingly distracted consumers.Rather than simply repurposing generic c
4、ontent,brands often need to adopt a more casual tone,partner with social media influencers,and develop platform-specific content that resonates with the unique audiences on these platforms.DISQOs benchmark data showcases how brands can maximizesocial medias advantages.After providing a short synopsi
5、s on our platform and measurement approach,we dive into 4 key findings for marketers to consider when evaluating the potential of social media platforms:Social media advertising is booming,evolving,and critically importantWhen done right,social media can outperform other digital channels across a wi
6、de array of attitudinal and behavioral metrics.The strength of social media advertising is more notable further down the purchase funnel,where measurement efforts are much more challenging.Across diverse industry categories,social media advertising shows nuanced advantages for certain KPIs.Regardles
7、s of your industry,your social media presence,or your campaign KPIs,DISQOs Brand and Outcomes Lift products can help identify where your ads are coming out ahead,or coming up short.1324ReportSocial Norms 2023 3Multiple vendors=inconsistent methodologiesMarketers often rely on the social media platfo
8、rms proprietary metrics to tell them how their ads are faring,but also need to consult with third parties to triangulate the most accurate information.This creates a multitude of challenges as the methods and results from different sources can create burdensome complexity and erroneous conclusions.L
9、imited metrics=significant blind spotsToday,most social media impacts are measured with data provided by the social media partner,which often showcase engagement(e.g.,likes/shares)and direct purchase conversion estimates.But looking at social media performance using only these metrics leaves importa
10、nt insights on the table.Marketers may be unable to measure core brand growth and lift in digital behaviors(e.g.,search,site visitation,and e-commerce activity)after ad exposure on these platforms.Siloed channels=unreliable comparisonsMarketers are necessarily thoughtful when allocating their ad spe
11、nd across channels(social media,CTV/OTT,display,OOH,etc.),but this variety can make crucial cross-channel comparisons nearly impossible.If they are unable to compare ad performance between social and other channels using the same methodology,theyre unable to determine if their marketing mix is appro
12、priately allocated toward the most impactful placements.Ad effectiveness is tough to measure across social mediaBeyond the immediate challenges of creating and socializing strong social media advertising,marketers face tall hurdles when measuring the true effectiveness of these campaigns,including:S
13、ocial media advertising has never been more common,more important,or more challenging.Brands need to optimize their campaigns and spend on these platforms to win over todays consumers,and they need robust benchmark data to evaluate their relative performance.With strong benchmarks,marketers can effe
14、ctively understand,communicate,and update campaigns to ensure their social media strategy is maximally effective.Without benchmarks,marketers are essentially“in the dark”regarding how their campaigns are performing in one of the most critical advertising channels.DISQOs Social Media BenchmarksHow is
15、 DISQO able to measure advertising on social platforms?What is an incremental lift benchmark?When was this benchmark data collected?What is the difference between“cross-channel”&“social”benchmarks?Because our audience members opt into having their digital behaviors metered across diverse channelsinc
16、luding all social media platformsDISQO can see social media ad exposure without relying on tags or data provided by the platform itself.This allows us to leverage a consistent methodology across all studies and all platforms.For any metric we evaluate,lift is calculated as the difference between exp
17、osed and triple-matched control consumers at the campaign level.Benchmarks are then derived by taking the median lift score for any given metric across every campaign where it was measured.Median is utilized instead of mean to account for non-normal lift distributions that are common in advertising
18、effectiveness.Only campaigns from the past 2 years are included in our dataset,making our benchmarks extremely valuble in understanding social media ad performance today.They include metrics across the buying funnel(17 KPIs),based on a large number of client campaigns(600).Because social media adver
19、tising is so dynamic,the recency of our data ensures applicability to the current environment.In order to assess the unique characteristics of social media advertising,this report packages benchmark data in two distinct ways.We have“cross-channel”benchmarks which utilize all campaigns in our databas
20、e across channels(OTT/CTV,digital display,mobile,streaming audio,social media).We also have“social”benchmarks,utilizing only the portions of campaigns running on social sites such as Pinterest,Facebook,Instagram,Snapchat,TikTok,Twitter,or Reddit.ReportSocial Norms 2023 5Social medias advertising str
21、ength is clearWhen examining benchmark data across our 17 Brand and Outcomes Lift metrics,the advantages of social media advertising becomes immediately apparent.We looked at the median lift scores for a“typical”campaign across channels()and compared it to median lift scores for social channels only
22、().Across almost every attitudinal and behavioral metric there is a positive difference between social lift and cross-channel lift.TAKEAWAY#1Median lift across all channels and campaigns()and median lift on social channels only(),March 2021 to March 2023.“Social multiplier”equals social channel only
23、 lift divided by cross-channel lift.Therefore,1.0 x means performance is equivalent for social vs.all other channels,combined,while higher numbers indicate performance is“x”times stronger for social channels.BRAND LIFT5.5xAdvertising awareness3.40.61.1xFamiliarity2.21.90.9xAidedawareness1.21.30.9xUn
24、aidedawareness0.91.01.7xPurchaseintent3.52.11.3xConsideration2.11.71.0 xFavorability2.92.81.0 xTaglineassociation1.21.20.51.5x1.6x2.0 x2.1x2.7x1.2xOUTCOMES LIFTCompetitivee-commerceBrand e-commerceCompeitive searchBrand searchCompetitivesite visitationBrand sitevisitation1.8xCategory search0.81.54.7
25、xCategory site visitation0.94.10.20.20.40.20.30.20.90.30.30.60.42.4xCategorye-commerce2.76.4SocialCross-channelSocial multiplierSocial media has a 70%purchase intent lift advantageFor the typical cross-channel campaign,we see a median purchase intent lift score of approximately 2.1 points.When we li
26、mit our purview to only social media ads,the median purchase intent lift score increases to 3.5 points,a difference of almost 1.5 points.So,social media ads have a 71%lift advantage.Many other lift metrics for social have an advantageMost other lift metrics for social ads outperform the cross-channe
27、l averages.In many cases the advantage is quite large(see ad awareness,category site visitation,or category e-commerce).There are a few cases where the comparison is actually negative,(see unaided awareness,favorability,and brand site visitation).Social has stronger advantages further down the funne
28、lWhen evaluating ROI for social media ads,highlighting their potential to move down-funnel behaviors is essential,see category search(1.8x),category site visits(4.7x),category e-commerce(2.4x).Emerging and staple brands need to balance social medias advantages in down-funnel lift versus goals they m
29、ay have for name recognition or other brand metrics.Takeaway#1ReportSocial Norms 2023 7Social media mostly outperforms across industry categoriesBelow,we chart the“social multiplier”a simple index that divides the social benchmark score(i.e.,social media ads only)by the cross-channel benchmark score
30、(i.e.,all ads irrespective of channel).When the value is“1.0,”social media advertising performs at parity with all other channels combined.However,when the value moves higher or lower,social media advertising is“x times”stronger or weaker than other channels combined.TAKEAWAY#2Using this“social mult
31、iplier”metric,we can quickly see that social benchmarks are notably higher than cross-channel benchmarks across diverse industry categories.On one hand,this data simply reinforces the strength of social media advertising.Its positively differentiated regardless of the product in question.On the othe
32、r hand,these values are not fully consistent across categories.Well dive into some detailed observations about the above data on the next page.“Social multiplier”equals social channel only lift divided by cross-channel lift.Therefore,1.0 x means performance is equivalent for social vs.all other chan
33、nels combined,while higher numbers indicate performance is“x”times stronger for social channels.SOCIAL MULTIPLIER BY CATEGORYSelect Brand and Outcomes Lift MetricsAided awarenessAd awarenessTagline associationFavorabilityConsiderationPurchase intentCategory searchCategory site visitationCategory e-c
34、ommerceBrand searchBrand site visitationBrand e-commerce0.9 5.51.01.01.31.71.84.72.41.21.52.1ConsumablesOverallServicesGoods1.57.20.31.21.92.01.93.63.41.82.03.32.13.00.21.52.00.41.13.02.02.81.53.30.53.71.00.90.11.61.84.91.31.01.11.6Takeaway#2The unique impact social media has within categories is il
35、lustrated by comparing the“social multiplier”value overall(left column,previous page)against the respective“social multiplier”values for each category(right column).ConsumablesWe see especially high impact for social media on metrics like ad awareness and brand e-commerce.Social media advertising is
36、 helping Consumables advertisers push memorable campaigns that are driving consumers directly to the bottom of the purchase funnel,where they are executing brand-specific product purchases.It follows that consumables advertisers should include specific CTAs for their e-commerce site(s)to maximize co
37、nversions from social placements.ServicesIn contrast to Consumables and Goods,Services see unique incremental value from social media advertising on category search and category site visitation.Services are often more complex and long-term purchases(e.g.,selecting an internet provider,subscribing to
38、 a streaming TV service,etc.),so its logical that effective social media ads are promoting discovery and competitive comparisons.Consumers need more detailed information than a short social media ad can typically provide.GoodsHere,social media has an outsized impact on brand search and brand site vi
39、sitation,and a moderate impact on brand e-commerce.As with Consumables,these bottom-funnel impacts are extremely compelling for advertisers looking to prove ROI.Because goods are typically higher-priced versus CPG Consumables,it makes sense that their impact would be more notable on search and site
40、visitation.ReportSocial Norms 2023 9Within specific industries,social media can drive distinctive lift patternsOur normative database allows us to go deeper on particular industries.Below,we compare Food&Beverage and Health&Beauty.While Food&Beverage and Health&Beauty are inherently focused on drivi
41、ng purchases of shorter-term consumable products,the nature of their advertising and their differing price points tend to drive different performance patterns on social.TAKEAWAY#3Health&Beauty(e.g.,medicine,oral care,hair/skincare,makeup,etc.)The relative strength of social media advertising is seen
42、 at the upper end of the funnel.For instance,social media multiplier scores for metrics like familiarity,consideration,and brand search are higher.This indicates that social media placements are especially helpful in driving positive intent and word-of-mouth.Food&Beverage(e.g.,snacks,alcohol,carbona
43、ted soft drinks,etc.)The strength of social media is more notable at the bottom of the purchase funnel.Outcomes lift metrics like category site visitation,brand site visitation,and brand e-commerce are higher for these products when advertised on social media.Brand site visitation,in particular,stan
44、ds out with a social multiplier metric around 6x.FamiliarityConsiderationBrand searchCategory site visitation2.11.42.01.31.73.42.01.6Brand site visitation2.71.5Brand e-commerce5.91.8SOCIAL MEDIA MULTIPLIER VALUESIndustry Level,Select MetricsHealth&BeautyFood&Beverage“Social multiplier”equals social
45、channel only lift divided by cross-channel lift.Therefore,1.0 x means performance is equivalent for social vs.all other channels combined,while higher numbers indicate performance is“x”times stronger for social channels.ReportSocial Norms 2023 10Key implications for marketersOur analysis points to f
46、our core implications for marketers who are leveraging social media.Social medias strength cannot be ignoredAcross the board,social media advertising has the clear potential to outperform other channels when done right.Marketers should continue allocating time and resources toward these platforms in
47、 order to maximize the reach and effectiveness of their campaigns.Social is strong across categoriesRegardless of product category,social media advertising has advantages,especially at the bottom of the purchase funnel.While many nuances exist in terms of where social media ads are most orleast effe
48、ctive for certain products,social media advertising demonstrably pushes consumers toward stronger purchase intent and purchase-related digital behaviors.Understand social media ad performance variancesThere are many cases in which social media advertising falls short versus other channels.There are
49、additionally cases where social media is more efficiently leveraged based on the category in which you work,or based on the metrics you want to move.Always-on measurement is essential to discovering which campaigns are more,less,or equally effective on social versus other channels.1234Objective meas
50、urement is imperativeAlways assess your campaigns using measurement that employs neutral,consistent methodology across all platforms and channels.This way,you can fully understand your social media campaigns top-of-funnel and bottom-of-funnel impacts in contextualized terms.ReportSocial Norms 2023 1
51、1MethodologyOur normative benchmarks for social media advertising are based on campaigns measured by the DISQO CX platform,specifically our Brand Lift and Outcomes Lift products,from March 2021 to March 2023.DISQOs platform is powered by opt-in data collected from millions of people who share their
52、opinions,as well as passively collected digital purchase journey behaviors.Benchmark inclusion criteriaFor any given benchmark category,normative benchmarks are only published when we have a sufficient amount of underlying campaigns for any given metric.Our primary criteria are that a metric should
53、have(A)15+campaigns underlying its benchmark score,(B)3+distinct brands tested across these campaigns,and(C)no single brand that makes up 50%or more of these campaigns.Metric definitionsMany of the metrics in DISQOs Brand Lift studies are well established in the industry.For instance,familiarity is
54、simply measured by the percent of respondents who respond positively to,“How familiar are you with each of the brands in category?”Clients are given flexibility to frame these brand questions in a format that best suits their business needs.For definitions of our Outcomes Lift metrics,please refer t
55、o the next page.ReportSocial Norms 2023 12Outcomes Lift metrics definitionsOur Outcomes Lift metrics represent the percent of an exposed or control group who engage in the digital behavior specified.Below are brief descriptions of each of our core six Outcomes Lift metrics.For each Outcomes Lift mea
56、surement program,our clients work with our Customer Success team to ensure that the right websites,search terms,and brands are appropriately included.SEARCHSearch for the larger brand category or unbranded terms within a search engine.SITE VISITATIONVisit domains that are not dedicated to a specific
57、 brand,but are related to the product category,such as review sites.E-COMMERCEExhibit a product-related(but not brand-specific)shopping behavior(view,search,add-to-cart,etc.)within an e-commerce site.SEARCHSearch for a competitive brand/set of competitors within a search engine.SITE VISITATIONVisit
58、the branded website or any subdomains of a selected competitor/set of competitors.E-COMMERCEExhibit a competitor-specific shopping behavior(view,search,add-to-cart,etc.)within an e-commerce site.SEARCHSearch for the brand or a curated list of key message terms within a search engine.SITE VISITATIONV
59、isit the branded website or any subdomains.E-COMMERCEExhibit a brand-specific shopping behavior(view,search,add-to-cart,etc.)within an e-commerce site.CategoryCompetitiveBrandDISQOs CX PlatformBrand Lift&Outcomes LiftAdvertisers,agencies,and media platforms can measure brand perception and behaviora
60、l impacts resulting from cross-channel ad exposure.With client-supplied campaign flight information,we tag cross-channel exposure locations and match these locations against metered digital behaviors to generate exposed and look-alike control groups.Attitudinal(Brand Lift)and behavioral(Outcomes Lif
61、t)differences between groups are then used to calculate advertising lift,enabling powerful conclusions about performance by channel,audience,and against competitors.Behavioral TargetingUsing the industrys largest fully-consented panel audience,we can help you execute cutting-edge targeting on your a
62、udiences of choice.Because many of our audience members openly share their behavioral experiences with us through digital metering,were able to target surveys to specific audiences based on their demonstrated behaviorslike:social media users,stock investors,adult beverage drinkers,music lovers,healt
63、h enthusiasts,and online shoppers.Ad TestingBrands and their creative teams can nimbly test creative assets and messaging prior to flighting campaigns.Evaluate which advertising content is best and whether specific message attributes can lead to incremental improvements in brand positioning.Tests ca
64、n be built across campaigns,creative types,channels,and target audiences to confidently evaluate all necessary assets and variables.The industry-leading speed and cost-effectiveness of DISQO Ad Testing allows brands and agencies to replace guesswork with data by testing every creative.SponsoredSponsoredPre-test and measure ad effectiveness with EVERY campaign!I TALKReport