Role of Offline and Digital Media in Brand Growth
With the media landscape shifting from predominantly traditional advertising (print, radio, TV) to digital campaigns and advertising media (Facebook, Twitter, Instagram, Youtube), it is becoming more important for brands to establish accurate means of measuring the effectiveness of their digital advertising to generate sustainable brand growth.
The recent research of Kantar's Worldpanel Division, in partnership with Facebook, unveils how media recruits and engages Filipino buyers in their shopping journey.
According to Kantar, combining Facebook with TV campaigns proved to be more effective in driving greater incremental sales and in increasing the likelihood to purchase after media exposure as compared to those who saw either channel alone.
Facebook also showed effectiveness in terms of tackling buyer recruitment objectives and have shown favorable returns among smaller brands, new brand launches and in encouraging shoppers to purchase impulse categories.
Download the full report for more insights, and reach out to our experts to further understand how we can help quantify and improve the return of your media investment in the Philippines.
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