A recent study shows that TikTok ads drive strong brand recall and positive sentiment across various view durations. The study was conducted in partnership with MediaScience and shows that brands on TikTok are more memorable and perceived more positively than brands on competitive platforms.
MediaScience® is a leading neuromarketing research firm specializing in media and advertising innovation that uses in-lab, privacy-safe eye tracking, heart rate monitoring, and GSR technology to measure how participants interact with ads and content. This provides a holistic approach to insights on how advertising affects consumers on both a stated and sub-conscious level.
This research study, commissioned by TikTok's Marketing Science team, was conducted in the United States with 343 in-lab respondents between the ages of 18 and 45. Participants scrolled at their desired pace through either a TikTok experience or one of three competitive platform experiences. Each experience included 8 test ads each and participants were allowed to skip through ads and content as they normally would.
Results of the study highlighted some key observations from MediaScience, all pointing to the power and potential business impact the TikTok platform makes available to advertisers. Overall, ads on TikTok were found to drive higher early user engagement and attention, showed stronger brand recall, and generated more positive brand sentiment than other platforms tested.