New ad solutions to build and scale your brand on TikTok
Our brand-building platform keeps getting better
TikTok's ability to build brands today is unmatched thanks to the way leaned-in audiences visit the platform every day with an openness to discovery not seen on other platforms. And the work never stops to ensure every advertiser can maximize this impact for their own brands and audiences.
TikTok is always iterating on and evolving its suite of solutions to allow advertisers to break through on TikTok and scale with confidence. Let's explore the latest additions and enhancements made throughout the first half of 2024 to the branding solutions available on TikTok.
Achieve scale with confidence
Reach and Frequency: New and improved buying
Reach & Frequency buying on TikTok gives advertisers the ability to plan and reserve campaigns in advance, as well as precisely control how ads are delivered to audiences, all at a fixed CPM.
What's new
Backend enhancements have been implemented earlier this year to help clients experience smooth, even delivery across their Reach and Frequency campaigns.
Frequency Control is improving with the addition of Target Frequency, allowing advertisers to set an ideal number of times the majority of their audience on TikTok sees their ad.
Advertisers can also plan and reserve campaigns in advance, risk-free in Ads Manager with Tentative Reservation.
Incremental reach measurement: New third-party offerings to understand TikTok's cross-media audience
Advertisers who seek to understand the audiences reached on TikTok will now have access to a growing suite of third-party offerings to measure their campaigns. Our new and upcoming cross-media reach measurement offerings with iSpot.tv and Nielsen provide advertisers insight into incremental audience reach across TV and other platforms. Initial results from both new measurement solutions demonstrate the unique value of the TikTok audience, with a large proportion of unique viewers reached only on TikTok
Brand safety and suitability: New innovations on our platform
We have continued to add new controls to the TikTok Inventory Filter, which go above and beyond industry standards and, crucially, are measurable post-campaign, thanks to our expanded partnership with DoubleVerify (DV), Integral Ad Science (IAS), and Zefr.
Beyond brand safety, we respect that brands know their values best. As such, they may have preferences as to where they show up, especially when it comes to the content next to their ads. That's why we're committed to continuously innovating beyond traditional suitability standards to build solutions that empower advertisers with even more control.
What's new
Category Exclusion allows advertisers the ability to control whether their ads run next to four non-standard categories: Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content. By controlling association with these categories of content, brands can maintain consistency in messaging.
Vertical Sensitivity enables advertisers to exclude vertical-related content that they may consider misaligned with their brand positioning, offering them another layer of brand protection.
Verified Third-Party Results: We have expanded our partnerships with DV, IAS and Zefr to include post-campaign measurement of these new controls.
Unified Brand Safety Hub in TikTok Ads Manager: We're unifying account-level controls for brand safety and suitability solutions within TikTok Ads Manager to make using them even easier. This one-stop shop focuses on our first-party solutions, including TikTok Inventory Filter, Category Exclusion and Vertical Sensitivity. Learn more about the Brand Safety Hub here.
Channel Forecaster: Meet the new tool that estimates reach and optimizes budgets
We are continuing to develop solutions that make planning campaigns on TikTok easier than ever for advertisers. This includes Channel Forecaster, a tool our internal teams are using to calculate TikTok's incremental reach against Linear TV and optimize budgets accordingly. Our Reach Curve API is being used by US agency holding companies to integrate TikTok's reach into their channel planning tools.
Break through on TikTok
TikTok Pulse suite: New offerings to give your brand the halo effect
Advertisers on TikTok have asked for years, "How can I run my ad next to the next big trend that's about to break if nobody knows what it's going to be yet?" "The TikTok Pulse suite places your brand next to the best in show, guaranteeing adjacency to the hottest trending, brand safe content that resonates most with your audiences. Ensuring your your message effectively lands with your audiences. Advertisers can choose lineups around specific categories and moments relevant to them.
What's new
Expansion of Pulse Premiere: Paramount Global and the NHL®️ have joined our roster of Premiere partners, which also includes Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media, WWE and more. In collaboration with our Premiere partners, we are now offering special Premiere lineups designed to cover tentpole events, including the Paris Olympic Games from NBCUniversal, The Met Gala from Vogue, and more.
Custom Pulse Lineups: Leverage the power of generative AI to curate an offering of the platform's hottest trending, brand-suitable content tailored to specific marketing needs for more precise and relevant content adjacency. Alpha testing will begin in the US with select partners later in 2024.
Research: Revisiting the Inner Workings of Digital Video, a global study by MAGNA Media Trials
As the entertainment landscape evolves and viewership habits change, it's critical for advertisers to understand which solutions will allow them to effectively capture audience attention within a fragmented environment. TikTok's Marketing Science team partnered with IPG's MAGNA Media Trials to examine what makes digital video tick at a global level through the lens of TikTok's content halo, user control and contextual adjacency.
According to the study, consumers today are looking for engaging content within an experience they have control over. TikTok has proven to deliver this and has built solutions, such as TikTok Pulse, that allow brands to reach and resonate with viewers more effectively.
TopView: Enhancing TikTok's most visible ad placement
TopView continues to be one of our platform's signature solutions for brands looking to build high-impact awareness by captivating audiences with their message. It's our most visible placement, serving as the very first video people can see when they visit TikTok.
What's new
TopView can now be accessed in TikTok Ads Manager: We have migrated our product from our internal reservation ads platform, so clients can easily access their campaigns and reporting, just like they do with all their other TikTok Ads Manager campaigns.
TopView is opening up self-serve capabilities: We are testing with a small group of invited agencies the ability to access, plan, purchase and measure their campaigns, depending on what their preference is for managing TopViews.
TopView with Interactive Add-Ons: You can now dial TopView up with a set of unique-to-TikTok interactive features like Countdown Sticker and Pop-Out Showcase to boost interactivity, making the first video people see when opening TikTok even more captivating to our leaned-in audiences
Branded Mission: More ways to crowdsource and scale creator content
For brands that are trying to build affinity, and want to leverage the built-in trust and expertise of TikTok creators, Branded Mission is for you. Branded Mission enables advertisers to crowdsource diverse and authentic creator content, turning the very best into ads, delivered with guaranteed impressions.
What's new
Duet: We're integrating TikTok's Duets feature into Branded Mission, enabling brands to tap further into the TikTok community's native behaviors. This enables increased engagement and participation from audiences while maintaining a streamlined content creation process.
Mission Retargeting: Move from engagement to action by tapping into Mission-engaged audiences to drive conversions. Bridge the gap between premium upper-funnel activations and your always-on strategy to drive lower-funnel results.
Branded Effect Add-On: Branded Effect can now be bundled as a creative enhancement with Branded Mission to further boost views and amplify the use of your branded effects on TikTok.
Out of Phone: From FYP to IRL and back again! Unleash the power of TikTok's Out of Phone Mission (OOP Mission), a revolutionary bundle that combines the impact of Branded Mission with the expansive reach of our Out of Phone offerings.
Community Interaction: Drive users to organic content on your TikTok pages
With the Community Interaction objective, advertisers can build and nurture deeper connections with users on TikTok. Nurturing a solid TikTok community can lead to positive outcomes like expanding your audience through lookalike expansion, as well as retargeting and moving brand followers down the marketing funnel, including the creation of custom audiences for lookalikes and the ability to retarget them throughout campaigns.
What's new
Now advertisers have the ability to optimize specifically for page visits—increasing traffic to different landing pages an advertiser owns on TikTok. These pages include: Profile, Playlist, Hashtag, and Music Page. This is particularly useful for lifestyle & culture brands whose strength in organic content creation on TikTok allows them to extend their brand message.
Stay tuned for more throughout 2024
Efforts to iterate on and grow this suite of branding solutions will continue throughout 2024 and beyond. Stay tuned for even more updates and advancements arriving later this year!