Meta has recently released new research exploring both the short and long-term efficacy of their advertising initiatives, particularly emphasizing the influence of its video formats such as Reels.
In collaboration with Nielsen, the research examined 12 Consumer Packaged Goods (CPG) brands in the Asia Pacific region over a span of three years to discern how Meta’s advertising strategies have contributed to each company’s growth and optimization of their ad expenditure.
Key takeaways from the research include:
- Meta’s advertising campaigns yielded a 30% higher return on ad spend compared to traditional TV advertising.
- Ads in video format on Meta, particularly Reels and short clips, showed the greatest return on ad spend.
- Promotional videos under 15 seconds demonstrated the most effective performance.
There are some intriguing insights within the collected data.
A summarized infographic is provided below for a quick overview, or you can delve into the comprehensive details of the study here.