LONDON, Feb. 20, 2025 -- New research from Fospha, the full-funnel marketing measurement platform, finally shows how to quantify the "halo effect" – the previously hidden impact of direct-to-consumer (DTC) advertising on channels like TikTok, Meta and Youtube impact sales on third-party marketplaces like Amazon. Existing measurement solutions simply fail to capture this crucial cross-platform impact. The Halo Report unveils the power of measuring Unified ROAS, the one metric marketers need to maximize their return in 2025 to outperform the market.
Key findings from the report include:
- 42% of a brand's Amazon sales are driven by non-Amazon media.
- Unified ROAS (which measures the revenue generated by an ad channel across multiple sales channels) is on average 45% higher than DTC-only ROAS for upper-funnel campaigns. This means brands are significantly underestimating the true return of their ad spend.
- TikTok exhibits the strongest halo effect, with Unified ROAS being 80% higher than single-channel DTC ROAS when Amazon revenue is included.
Fospha's Halo is already driving huge value for eCommerce brands. Premium skincare brand Nécessaire participated in the Halo beta program, keen to understand how their DTC advertising influenced their Amazon conversions
With Halo, Nécessaire discovered their TikTok and Meta ads delivered far higher Unified ROAS than DTC-only ROAS — twice as high for TikTok and 87% higher for Meta. With this data, Nécessaire optimized their marketing strategy ahead of Amazon Prime Day, ultimately outperforming industry revenue benchmarks 47% — a testament to the value of measuring and leveraging the halo effect.
"For too long, marketers have been in the dark about the true impact of their DTC ad spend on Amazon sales," said Sam Carter, CEO of Fospha "The Halo Report sheds light on this blind spot, which is more critical than ever with Amazon now capturing a third of all US eCommerce sales."
To download a free copy of The Halo Report, visit https://www.fospha.com/halo-report
About Fospha
Fospha is a full-funnel marketing measurement platform, empowering leading retail brands to spend smarter and grow faster. For over 10 years, Fospha has pioneered privacy-safe measurement, restoring visibility lost due to data privacy changes and providing brands with the granularity of attribution and the predictive power of MMM in a single algorithm.
For more information, visit www.fospha.com
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