Group 1 - DISQO utilizes identity-based measurement methods and first-party data to provide unbiased insights into advertising effectiveness, covering 1,650 campaigns from March 2021 to December 2024 across various metrics and business categories [1] - Social media advertising significantly outperforms cross-channel activities in brand awareness, ad recognition, consideration, and purchase intent, with ad recognition increasing by 6 times and category website visits rising by 5.3 times [2][8] - Different categories of social media advertising show varying effectiveness, with consumables having high purchase intent but low competitive search and website visits, indicating a need for optimized shopping experiences and timely promotions [3][37] Group 2 - The relationship between brand maturity and social media effectiveness varies, with new brands showing significant awareness uplift but weaker downstream action capabilities [5][7] - Emerging brands excel in the consideration phase, while mature brands demonstrate clear advantages in category e-commerce but lag in brand search, necessitating adjustments in social strategies based on development stages [6][7] - DISQO's measurement methodology involves insights from over 23 million shared opinions and online experiences, ensuring data reliability and representativeness through strict standards [7] Group 3 - Social media is transforming consumer behavior from discovery to action, with significant increases in engagement and conversion rates, emphasizing the need for brands to adapt their strategies accordingly [24][25] - The effectiveness of social media varies by category, with specific metrics revealing that while social media generally outperforms cross-channel benchmarks, its impact is not uniform across all categories [29][30] - Brands must leverage benchmark indicators to optimize advertising strategies and achieve better results in social media marketing [18][8]