Creating an Omnichannel Strategy through Influential Touchpoints

With the prevalence of advertising formats and touchpoints, it becomes even more important for advertisers to determine specific media approaches that would influence consumer behaviour. Meta has partnered with Publicis Media Data Intelligence to conduct 5 MCA Touchpoint studies across Southeast Asia to evaluate the differences in effectiveness of consumer touchpoints.

We discovered some key insights:

1. Video has the highest engagement rate of all content types. Whilst TV is considered the most influential video touch point, Facebook is one of the most efficient video channels due to accelerated digitization and increased mobile video consumption.

2. Social commerce is leading in product discovery and advertisers can drive lower funnel objectives with online marketplaces.

3. Recommendations sway consumers’ purchase decisions. Marketers should leverage their marketing strategy with Creators on social media, especially when reaching Gen Z.