Investing in the right media platform to maximise ad-effectiveness in Southeast Asia

Understanding which platforms can convert communications into sales is critical, beyond the ability to deliver the highest return on ad spend (ROAS).
09 July 2024
Investing in the right media platform to maximise ad-effectiveness in Southeast Asia
Windy Anggayasti

Regional Strategic Insight Director, Asia, Worldpanel Division

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Choosing the right media solutions is critical, and this is also true in FMCG/CPG, especially when the industry is facing challenges with increasing costs and higher margin demand, which forces businesses to make more cautious marketing spending. Each investment in paid media is, naturally, carefully assessed for its ability to maximise ROAS and ensure the campaign achieves its objectives. Understanding which platforms effectively convert communications into sales is essential in the dynamic markets of Southeast Asia.

Maximising ad effectiveness in Southeast Asia: comparing across media platforms, a study commissioned by Meta, highlights the role of various media channels in delivering ROAS, reach, frequency, and synergy for FMCG/CPG brands across four Southeast Asian markets: Thailand, the Philippines, Indonesia, and Vietnam.


The study utilised Kantar’s Consumer Mix Modelling (CMM) solution to uncover the relationships between advertising, sales and penetration through our actual purchase tracking and unique data on media consumption. This one-of-a-kind tool analyses when each shopper is exposed to the media campaign across different touchpoints – TV, press, online and outdoor – and how that exposure impacts their purchases by comparing post- and pre-exposure purchase behaviours.

"At Meta, we strive towards 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 CMM solution has enabled us to measure holistically, providing robust ROI, Reach, and Shopper Behaviour to inform our clients and partners planning and creative strategies.", said Kishore Parthasarathy, Meta’s Director of Marketing Science for Southeast Asia.

For more information, please read the full report and contact our experts.

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