How efficient is the advertising effect, or in other words; What impact does my media investment have in a cross-media comparison on corporate goals, e.g. product sales? Eckes-Granini asked himself exactly this question and researched it together with GfK.
Host Sven talks to Chaichana Sinthuaree CDO & Media Officer at the Eckes-Granini Group and his colleague Siros Ghaffari (Head of Industry F&B, Facebook) about this case study and its learnings. Chai and Siros explain which ROIs Facebook and Instagram offer, how they compare to TV and how scaled investments on the platforms help to increase the ROI.
Money doesn’t follow eyeballs – if the consumer spends approx. 23% of his time on the smartphone but only approx. 3% of the investments in the media mix are used for mobile, something can definitely be wrong, all three agree.
You can find the complete study for reading here. You can watch the episode mentioned by Sven together with Stefanie Landler from Gfk here listen.
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