TikTok this week unveiled its new plan to increase advertiser investment in its video platform with the expansion of e-commerce, a new ‘brand security’ promise and the launch of several new interactive ad formats, ranging from clickable stickers of your choice. – ads for your own adventure to “super likes” and more. The additions, according to the company, will make TikTok’s advertising more interactive and creative, as will the TikTok experience itself.
The company showcased its new additions at an online conference for the advertising and marketing community on Tuesday.
Here, TikTok also announced several new ecommerce partnerships beyond its pilot partner Shopify to make online shopping a more native experience, with the ability for users to go from product discovery to checkout without leaving the store. ‘application. It noted that it makes online shopping available to brands and offers several advertising products designed just for e-commerce brands. And, in some markets, TikTok also offers to take on shipping and fulfillment responsibilities.
Meanwhile, TikTok’s broader advertising business is taking a shock with the launch of several new products designed to better differentiate TikTok from other social media rivals.
On that front, TikTok has introduced a new product called “Instant Page,” which is a fast-loading landing page that the company says will load 11 times faster than a typical mobile website. This allows a user who clicks on an ad to be immediately taken to a page where they can see more brand information, watch more videos, and browse other content, all without leaving the TikTok app. This could rival Instagram’s Link Sticker which recently stepped in to replace the swipe gesture in its app.
Another new product, the “pop out window”, aims to make interacting with advertisements a more interactive experience.
With the “pop out showcase”, advertisers can access a library of stickers and images that can be overlaid on their TikTok videos to illustrate the products they are featuring or other key elements of the story. For example, a beauty brand might add to its content a sticker depicting a makeup brush which, when tapped, takes the viewer to a page where they can purchase a branded makeup brush.
Other new formats encourage TikTok users to exploit ads themselves.
One of them is TikTok’s “super like”. This provides a way to make a video ‘like’ a more engaging experience. When users tap the Like (heart) button on a TikTok video, the Super Like can display different types of icons that appear on viewers’ screens. Users are also encouraged to visit a landing page where they can learn more about the featured brand product or service.
There are also gesture ads that will reveal rewards or other information to users who swipe or tap on videos. Like the “pop-out: and“ super like ”storefront, these ads play on the familiarity TikTok users – especially its younger Gen Z and the millennial population – have with the way they navigate their smartphones. Knowing how to type, swipe and slide is second nature for young people, and these ads provide some form of instant gratification for doing so, whether it’s an explosion of icons or even a reward. real.
The latest new product is TikTok’s ‘Story Time Tool’, which encourages users to be part of the brand’s storytelling experience. Some streaming services, like Hulu, have experimented with ads that ask users to play the game, but not quite to the point of controlling the story. Instead of just watching a TikTok ad, this choose your own adventure style format allows users to tap to direct the action in the video to shape the story and personalize the outcome.
“All of these solutions are part of our goal of enabling advertisers to create the most compelling ads in a way that harnesses their creativity and the fun that exists on the platform,” said Jaclyn Fitzpatrick, TikTok Product Strategist, Global Business Marketing , during the presentation of the new range.
Of course, performance and measurement capabilities are just as important to marketers as the ad creatives themselves. To address these concerns, the company touted its TikTok Ad Manager, publishing suite, trends and insights, and other new tools to buy, scale, and analyze their campaigns. It has launched a new type of purchase called Reach and Frequency, which allows advertisers to target a greater volume of users through extended reach, or get more impressions with the same number of users by opting for a higher frequency for their advertising placements.
TikTok has also made a commitment to brand safety – an issue that plagued YouTube in the past – with the launch of a proprietary brand safety inventory filter.
The solution relies on machine learning technology to rank the risk of a video based on content, text, audio, etc. of video, so advertisers can make decisions about what kind of inventory they want to run alongside, the company explained. TikTok says the new filter is aligned with the Global Alliance for Responsible Media (GARM) industry framework and has partnered with Integrate Ad Science (IAS), Zefr and OpenSlate to help. to ensure that advertisements are shown alongside content that is safe for the brand.
The message to advertisers, clearly, is that TikTok needs to be considered not only because of its large audience – now $ 1 billion in monthly assets, he says – but also because of its advertising toolkit.
To date, marketers haven’t spent as much of their spend on TikTok compared to other big platforms, like Facebook and Instagram. But TikTok’s parent company ByteDance has made inroads into the global advertising market, with annual app revenue more than doubling in 2020 to $ 34.3 billion. In the United States, TikTok is expected to make $ 500 million in 2020, up from $ 200 to $ 300 million the year before, according to a report from The Information. (Part of that comes from in-app purchases, of course.)
As TikTok has grown its advertising business, its advertising prices have also steadily increased. Bloomberg noted this summer that it is increasing takeover announcements of the homepage, its most valuable real estate, to over $ 2 million on best days – like the holidays. Reuters also noted that TikTok saw a 500% increase in the number of advertisers running campaigns in the United States from early 2020 to late, although ad sales are still low compared to other major platforms. .
This continues to be the case in 2021, as TikTok’s US advertising revenue is eclipsed by other social brands. In fact, TikTok was not even broken down in eMarketer’s recent tab of US ad revenue, where it is instead lumped into an “Other” category with other smaller social networks which, combined, are expected to reach 1. $ 3 billion in 2021.