The global travel landscape is undergoing a transformation, and forward-thinking marketers are poised to take advantage of this shift. With the rising economies in Eastern Europe and the CIS - countries like Russia, Kazakhstan, Belarus, Georgia, and others - a new wave of high-potential tourists is making its way to regions like the Middle East, Africa, and the Asia-Pacific. 

Our latest report, based on a survey conducted in December 2024, reveals key insights into attracting these travelers. We surveyed 768 individuals from Kazakhstan, Georgia, Moldova, Russia, Belarus, Ukraine, Azerbaijan, Kyrgyzstan, Turkmenistan, and Uzbekistan to uncover their travel habits, preferences, and the factors influencing their destination choices.

This isn’t merely about generic advertising; it’s about understanding a specific demographic and developing campaigns that truly resonate with them. Here’s a glimpse of our findings:

Today's sophisticated automotive marketers want to understand the impact Meta ads have in driving both their sales and brand KPIs, using Mixed Media Modeling (MMM). To help answer this question, Meta commissioned a custom marketing mix study with Nielsen using two years of syndicated media, sales, brand consideration and favorability data across five top automakers (representing 60% of the US car market).

The goal was to understand:

How do Meta ads impact sales and brand KPIs when compared to other channels?

Which strategies within Meta ads are more efficient than others?

How do Meta ads drive both short and long term ROAS?

In this two-part study, we first quantified the impact of media in driving short term car sales and then the impact on brand metrics. The combined findings of both the Sales and Brand MMM quantify both short term and long term impact of various strategies on Meta in driving car sales.

Key findings of the study

1. Most advertisers were significantly underinvested on Meta.

$9 out of every $10 spent on sponsorships goes unmeasured.

With bigger sports, arts and entertainment activations on the rise, sponsorship investment has become a hot-button issue for decision-makers and the C-suite. But many brands are relying on incomplete, siloed metrics to justify the spend and make investment decisions.

Our latest ROI Genome Flash highlights how brands can effectively measure and optimize sponsorship performance to deliver big rewards. Access it now to learn about:

• The current sponsorship landscape
• Key considerations for assessing sponsorship value
• ROI Genome best practices for executing, activating and optimizing sponsorships