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Nielsen’s recent study underscores the enhanced ROAS achieved by Meta over other digital and traditional advertising avenues, showcasing significant advancements in recent years.

In times marked by economic challenges, the emphasis on profitability and critical evaluation of marketing expenditure intensifies. Marketing Mix Models (MMMs) have become essential tools for marketers, especially within the Consumer Packaged Goods (CPG) sector, to gauge the effectiveness of their advertising across a variety of media.

An extensive, aggregated analysis conducted by Nielsen, encompassing various Marketing Mix Models, evaluated a diverse range of CPG brands across the Middle East and Africa. The study spanned industries including Health, Beauty, Home Care, and Food & Beverage, covering the period from 2019 to 2022, and provided illuminating findings.

The research establishes Meta as a frontrunner in platform efficiency compared with other channels evaluated:

  • In the MENA region, Meta achieves a ROAS that is 1.7 times higher than the overall media average, while in SSA, the figure rises to 2.1 times.
  • The Middle East reports a Meta ROAS of $1.74, which is 1.7 times higher than that of TV and 1.3 times more than other social channels. For South Africa, Meta’s ROAS is $1.67, which is 2.6 times that of TV and 1.4 times higher than the total digital metric.
  • Short-term analysis indicates Meta’s ROAS in the Middle East surpasses the digital benchmark by 47%, with 6.4% of total media investment accounting for 10.4% of media revenue. In South Africa, Meta’s ROAS exceeds the digital benchmark by 42%, with 7% of media investment driving 17% of media revenue.

The influence of Meta ads on brand sales is marked and measurable:

With digital penetration continuing to surge in both regions, digital channels are outpacing their share of spend in terms of sales generation.

  • In MENA, digital investment grew to 41% in 2022, up from 8% during the 2015-2022 period. Digital now represents 32% of total media spend and contributes to 36% of total media revenue.
  • In SSA, digital constitutes 22% of total media expenditure and drives 41% of total media revenue.

For companies in these regions, the continuous and consistent deployment of campaigns on Meta is essential to realise enhanced ROAS. Employing insights along with strategies like ‘Beyond Brilliant Basics,’ and aiming for a frequency of 1.5-2 times per week, targeting 11-20% of the population, are instrumental in achieving optimal ROAS.

Discover how PureRapid can elevate your ROAS with Meta Ads. Book a consultation today 👉 https://purerapid.com/contact-us/