TikTok

TikTok may be seen as a passive entertainment platform where users come to be entertained and educated. But the platform is seeing a shift in how users engage, with many now willing to take action by searching and making purchases based on what they see. “We are seeing 61% of the users that come to TikTok to […]

As the customer journey spreads across multiple devices, channels and platforms, data is becoming “more sparse and fragmented”, leaving gaps in traditional attribution methods. TikTok says it will have a “busy year ahead”, launching new advertising and measurement tools. In this video interview with Beet.TV, Ann Nguyen, Global Head of Measurement, Product Solutions & Operations […]

CANNES — Brands must build creative for TikTok itself in order to drive attention and outcomes on the platform, says TikTok’s head of global marketing science. “Build for the platform,” says Jorge Ruiz, Global Head of Marketing Science at TikTok, in this video interview with Beet.TV. “If you do a TV spot, it’s going to work […]

CANNES — Consumers’ behavior is changing dramatically – and that is prompting advertisers to re-think how they measure effectiveness. On TikTok, the vast majority of users are taking some kind of action after being entertained or educated on the platform, said Adolfo Fernández, Global Product Strategy & Operations, in this video interview with Beet.TV. “Ninety-one […]

CANNES — Marketers today want to know that their ads work in delivering business outcomes, sales lifts and incremental results. But marketing measurement is not just about proving the impact of campaigns – it’s also about growing the client’s business. That is according to one man who is running the numbers for one of the […]

TV may have long been king of the hill in the advertising world – but TikTok is coming out hard with new ad products, boasting to be more effective than a raft of traditional and digital ad options. Amongst the platform’s announcements this week: Shop Ads, extending to TikTok Shop. Video Shopping Ads available with […]

LAS VEGAS — TikTok has transcended being just a hub for dance challenges and youthful exuberance; it’s now a cultural powerhouse with over 160 million monthly active users in the US alone. Advertisers are taking note. TikTok is expected to take up to 2.6% of total digital ad spend worldwide in 2024, eMarketer forecasts. In this […]