从100+媒介效果评估案例中，看高效广告投放做对了什么？

Core Insights - The article emphasizes the importance of penetration rate for brand growth, highlighting that effective advertising is a key method for brands to recruit new consumers and achieve long-term healthy growth [1][2]. Advertising Impact on Penetration Rate - According to the Worldpanel Consumer Index, 93% of the growth for the top 250 brands in China before 2024 is attributed to an increase in penetration rate, with a median change of 1% in penetration rate for growing brands [2]. - A single advertising campaign can increase penetration rate by 0.4% within a short period (4 weeks), with higher reach leading to more significant impacts [3]. Sales Contribution from Advertising - Advertising can contribute to a 4.2% increase in sales in the short term, with 14% of campaigns achieving over 6% sales contribution [6]. Key Factors for Effective Advertising - Cross-Media Collaboration: Effective advertising requires a cross-media approach to reach consumers more broadly and deeply, with a 24% increase in sales conversion efficiency when additional media types are included [9]. - Timing and Market Positioning: Successful advertising captures consumer purchasing rhythms, with campaigns during peak sales periods achieving 68% higher sales conversion efficiency compared to off-peak times [9]. Consumer-Centric Advertising Evaluation - Brands should develop a consumer-centric media evaluation system focused on penetration rate, identifying core consumer media and creating cross-media synergies to maximize advertising effectiveness [11]. - The Worldpanel Consumer Index tracks consumer behavior across channels, allowing for precise attribution of sales growth to advertising efforts [12].