TikTok “Ripening” Launches Purchase Ad Formats and Reach and Frequency Purchases

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TikTok Launches Four New Advertising and Ecommerce Formats, Buying Reach and Frequency Ads, and New Visibility Commitments as the Fast-Growing Video Platform Releases Its First Global Ad Today .

After testing TikTok Shopping, its partnership with UK online retailer network Shopify since last month, the Chinese tech company is creating tools to help advertisers reach online users.

The company, which became a hit in the US and UK in 2018 with teens and tweens entertained by comedy skits and lip-syncing videos, announced yesterday that it has reached the milestone of one billion monthly users for the first time. Emarketer also predicted this summer that TikTok has already overtaken Instagram in the United States among Gen Z.

Today, in its first advertising launches, TikTok World, the company will announce four new advertising and e-commerce products:

– Product links: Brands can highlight one or more products directly from an organic TikTok video, taking users to instantly loaded product detail pages.

– Direct purchases: Brands can connect directly with their community in real-time live feeds and share dynamic links to products and services at the same time.

– Collection announcements: Brands can include personalized, draggable product sheets in their In-Feed video ads.

– Dynamic window ads: Brands may provide users with personalized and targeted advertising based on user interests.

TikTok is also launching Scope and frequency of purchase, a new format in TikTok Ads Manager that allows advertisers to book campaigns in advance with “predictable, optimized reach and controlled frequency.”

Advertisers can choose to target a higher volume of users with extended reach, or more impressions of the same number of users with higher frequency. TikTok says its system will then make a prediction of how many users can be reached within a given budget based on budget or print goal, audience targeting, and frequency setting. Because it allows brands to “lock in a CPM in advance,” it should allow advertisers to plan ahead and ensure more predictable campaign delivery.

Overall, TikTok Shopping is supposed to allow a user to connect with the ecommerce partner of their choice, such as Shopify or Square (TikTok has said more of these partners will be announced in the future).

The easy-to-integrate solution associated with the new products (see below) will allow brands on TikTok to take their campaigns to the next level, connect with a wider audience and streamline the process from campaign launch to completion of the product, ”the company said in a statement.

TikTok’s “three moons”

Talk to Media News Ahead of today’s announcement, Stuart Flint, TikTok’s vice president of sales in Europe, said the new products showed TikTok had “matured” as an advertising company.

“Covid-19 has more than accelerated [ecommerce] for many brands; they suddenly realized that “we have to have a better plan here,” Flint said.

Flint highlighted the importance of “collaboration” in the e-commerce space, explaining that TikTok has developed a team of in-house creative labs that help advertisers and agencies create and run campaigns on the platform. .

“Agencies will have a place to play in helping these brands, I really believe that. Publicis [Groupe] are the ones who called him and we have a very strong partnership with them.

Flint calls TikTok’s business offering “three moons” – marketing, content and commerce.

“Those three things come together a lot,” Flint explained. “At the epicenter of this is a platform like TikTok… it’s such a great development in our business; not only have we grown exponentially but, as we have matured as an advertising business, it’s important to note that we are still young – less than three years old!

Flint also insisted that TikTok is aware of the “ad load” and that the user experience will not be diminished by the increasing opportunities that brands will have to advertise or offer products through lists or recommendations.

“We are first and foremost a consumer product. We are always aware of the type of environment we are creating on our platform, ”he said. “We don’t want to create an environment that is just an advertising platform and not an entertainment platform. ”

Dynamic Showcase ads will be “most important”

However, Flint is also clear that users are not only tolerating more ecommerce on TikTok, but increasing wait this. He cited the example of his daughter, who recently became interested in a Gymshark product because of a TikTok video that “wasn’t an advertisement, just a woman wearing a gym kit”.

He added: “People are expected to want to see this type of content on the platform…. There is a huge percentage of people who shop and use TikTok as inspiration for what to buy.

That percentage is 42% to be exact, according to a TikTok study that found that number of social media users come to TikTok to discover new products.

When asked which of TikTok’s new products would be the most “game-changing” for the company’s advertising, Flint said dynamic storefront ads “are going to be important.”

DSAs will allow advertisers to tailor the type of content in their ads, based on information gleaned from what users “like and like”.

“If I looked in the market for a cardigan, for example, [the DSA] would show me different types of cardigans that are out there… it’s really a tailor-made opportunity for consumers ”.

Comfort

Today’s TikTok World event is also supposed to reassure the ad community about ad visibility standards and campaign measurement capabilities.

For example, he partnered with Kantar and Nielsen for a Brand Lift study which confirms that TikTok campaigns meet “industry standards”.

The company is also working with MOAT and DoubleVerify to provide advertisers with information about invalid traffic and visibility on the platform.

DV will provide brands with full transparency on the quality of their TikTok campaigns globally for in-feed ad formats. DoubleVerify and TikTok are actively working to expand their visibility offering to other ad formats and will launch additional media-grade solutions, providing comprehensive measurement across the platform.

DoubleVerify, which already works with Snap, Facebook, Twitter and YouTube, said it will offer advertisers data validation, campaign optimization and “holistic performance,” where marketers can examine trends and create insights. reports to inform planning strategies and media spending decisions.

TikTok is also announcing the TikTok Inventory Filter, which gives advertisers more control over what they want their ads to show up to and feel more confident on the platform. This is aligned with the GARM brand safety and suitability framework.


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