Integral Ad Science Expands Brand Safety Partnership With TikTok
Integral Ad Science and TikTok, a global leader in digital media quality, has expanded their existing partnership with TikTok. In addition to the IAS, Brand Safety Solution launched last September, IAS will now be able to measure viewability, invalid traffic (IVT), and app-level brand safety, allowing brands and agencies globally to effectively monitor the quality of their media buys on TikTok’s platform.
The company said advertisers will now be able to verify the performance of their TikTok campaigns, with trusted third-party measurement powered by the Open Measurement Software Development Kit (OM SDK). The OM SDK is governed by IAB and designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.
Additionally, IAS will provide advertisers with granular campaign performance reporting 24 x 7 via its ‘Signal UI’, which will assist them to take immediate action and remain informed on campaign performance in real-time. Third-party verification is key to ensuring advertisers are getting the most out of their campaigns. This facilitates planning, KPIs, and measurement.
Interesting Read: The New World Of TikTok Marketing, Everything You Need To Know!
And That’s What They Said
Lisa Utzschneider, CEO, IAS said,
“We are excited to offer marketers an increasingly comprehensive set of IAS Media Quality Solutions to manage their advertising campaigns on TikTok. It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe & suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns.”
Melissa Yang, Head of Ecosystem Partnerships, TikTok added,
“We’re thrilled to build on our partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok. Through this expansion, brands and advertisers around the world will have access to IAS viewability and invalid traffic measurement tools to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients.”
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
TikTok Gets More Visual, Launches ‘Interactive Add Ons’ For In-Feed Ads
Earlier this week, TikTok announced it now offers interactive add-ons for in-feed ads to brands globally to help them make more engaging ads. The short-form video platform is adding a range of new ways to encourage engagement with the in-stream ads.
Interactive Add-Ons Categories
There are two types of interactive add-ons available for brands: standard and premium.
Standard Interactive Add-Ons: These add-ons are excellent for achieving lower-funnel marketing goals, such as generating clicks and conversations. It includes:
Display Card Ads
Display Card: Highlight important messages, share exclusive offers, and drive traffic to your website or app.
Gift Code Sticker.: Viewers can click for an exclusive promotional code and copy it before heading to purchase.
Voting Sticker: This allows companies to poll, quiz, or collect user feedback to encourage audience participation.
Countdown Sticker: Add a timer to your video ad to catch your audience’s attention for upcoming releases or important dates.
Premium Interactive Add-Ons: These add-ons can be used to achieve higher-funnel marketing goals such as brand awareness and community building.
Gesture Ads (via Tiktok)
Pop-out Showcase: This image element will lay over the ad with the ability to spotlight products through a pop-out element to drive clicks.
Gesture: A user can interact with the ‘Gesture reward card’ by tapping or swiping to obtain reward credits.
Super Like 2.0: This will be available soon, but it will allow for even more visuals after a user likes an ad.
These creative new ad enhancers are unique and exciting to add interactivity for more ad engagement. TikTok stated in their blog,
“Our research shows that 57% of viewers are more likely to search for brand information online when they connect with businesses on TikTok. Acting as an extension of your creative idea, Interactive Add-Ons offer flexible formats that encourage consumers to join in the fun when they see your ad.”
Interesting Read: Instagram Shuts Down IGTV For Longer Videos, TikTok Expands Video Length
Instagram Reels Gets Two New TikTok-Like Features!
Two new TikTok-like functionalities are coming to Instagram Reels, announced Instagram recently. Text to Speech and Voice Effects, two new audio capabilities, provide content producers greater possibilities when making Reels.
Creators may employ the Text to Speech function to have an artificial voice read any text they add to their video instead of using their own voice, and Voice Effects can be used to enhance the audio and voiceover in Instagram Reels.
The most recent elements of Meta’s (previously known as Facebook) social networking platform are already featured on TikTok.
Interesting Read: Google Is Reportedly Planning to Index Instagram and TikTok Videos
The Text to Speech and Voice Effects options are intended to let users become more creative with Reels. The text tool in the Reels camera may be used to access the Text to Speech function. It allows an auto-generated voice to read aloud the text that has been added to Reels. As previously noted, Voice Effects allows you to use a fake voice instead of your own to narrate your video.
This is one of the recent attempts by Instagram to attract users to engage in making Reels. The other one being – incentivizing the creative process by a large margin.
According to claims from TechCrunch and Business Insider, Instagram is paying creators large sums of money to publish videos on its Reels. Instagram unveiled its Reels rewards scheme in July, with Meta CEO Mark Zuckerberg announcing that the company will pay $1 billion in bonuses to artists until 2022.
Also Read: Instagram Rolls Out Ad Feature To The Shops Tab Globally
The New World Of TikTok Marketing, Everything You Need To Know!
What is TikTok in three words?
Real. Short. Videos. And, real short videos.
The video-sharing platform has taken the digital world by storm with its immensely growing popularity. The app recently passed 1 billion users. TikTok has solidified itself into one of the social media powerhouses. It is a one-stop destination for all – creators and marketers. At a global virtual event ‘TikTok World’, it introduced a range of new ad solutions, product updates, and initiatives. The aim is to help brands of all sizes to buy ads on their platform, track performance, and scale the most effective ones.
Blake Chandlee, President, Global Business Solutions said –
“So when businesses of all sizes come to TikTok, we’re excited to help them connect with their community, market their products, and build their brand in a way they can’t do anywhere else.”
At the TikTok world event, the platform announced a package of new features for brands. They can run ‘effective, predictive, and transparent’ campaigns on TikTok. This will help brands reach out to a larger volume of users and boost their impressions by choosing into higher frequency for their ad placements.
TikTok Marketing: Rewriting The Narrative With New Elements
During the TikTok world event, the social media giant provided an insight into all the key elements. Here are some of them –
Facilitating Brand/ Creator Partnership
The first key element is the – brand-creator partnership – to maximize brand performance. The study suggests, 61% of users find advertising on TikTok is unique from any other platform. The data proves that users enjoy TikTok ads.
Image Credit: TikTok
The highlight of the brand-creator partnership was the updated version of the self-serve portal TikTok’s Creator Marketplace. Brands can discover creators of the same interest with ease.
Image Credit: Social Media Today
The new version includes more performance insight, sorting tools, and monitor the campaign in real-time. This helps brands to track their influencer campaign progress and maximize the ROI.
TikTok Creator Marketplace API
Another key element is TikTok Creator Marketplace API (application-programming interface). It provides access to TikTok’s first-party marketplace data to creator marketing experts including Captiv8, Influential, and Whalar.
Image Credit: Social Media Today
Open Application Campaigns
Another element of TikTok marketing for brands is Open Application campaigns. It enables brands to list their campaigns on TikTok Creator Marketplace for interested creators to self-apply. It is another opportunity for brands and creators to broader monetization efforts.
TikTok Creative Exchange
Complimenting the TikTok Creator Marketplace is the launch of a new initiative is the ‘The TikTok Creative Exchange’. A portal helps brands match with creative experts to generate high-performing ads that meet the objectives.
Image Credit: Social Media Today
Creative Centre
Another feather in the TikTok marketing cap is the new creative center. It is designed to help advertisers analyze the performance of the campaigns in real-time. Brands can explore top-performing ads, identify trends and be more creative using TikTok’s audio library.
Branded Content Toggle
TikTok’s marketing strategy for brands and creators also includes branded content toggle. It allows creators to make videos and disclose commercial content without any disruption in the flow. Brands can also create a customized landing page that loads in seconds- 11x times faster than standard mobile pages. Isn’t that amazing?
Interesting Read: TikTok: A Digital Ecosystem For Content Creators To Earn Extra Income!
Measuring The Effectiveness of The Creative Tools
In order to leverage the entire TikTok marketing strategy, the company announced brand safety tools and ad measurement tools.
Image Credit: TikTok
To measure its value and impact, it teamed up with DoubleVerify and MOAT for ad viewability. Furthermore, it will collaborate with Integral Ad Science (IAS), OpenSlate, and Zefr to ensure brand safety.
It is also working coherently with Kantar and Nielsen for Brand Lift Studies. TikTok introduced an inventory filter to enable advertisers to gain more control over what type of content their ads will run adjacent to TikTok.
Interesting Read: Taboola And Double Verify Partners For Brand Safety
Let’s Go TikTok Shopping
In this new era of TikTok marketing, these creative and innovative tools will attract ad spend. However, eCommerce is a promising platform. The company is expanding its investment in Social Commerce. The hashtag #TikTokMadeMeBuyIt received over 5 billion views. A survey by Material suggests TikTok users are 1.7 times more likely to purchase products they discover through the app than they are on other social networks.
TikTok detailed TikTok Shopping suite of advertising tools and solutions to empower brands and merchants.
TikTok shopping includes direct integration for merchants to tap full commerce from product upload to fulfillment. Sellers can also opt for third-party integration via commerce partners. TikTok has rolled out new shopping partners like Square, Ecwid, PrestaShop beyond pilot partner Shopify. Wix, SHOPLINE, OpenCart, and BASE are to be added soon.
Another tool of TikTok’s marketing strategy is developing Product links. Merchants can include multiple product links directly in an organic TikTok video to drive users to the product detail page.
Brands on TikTokk can connect with users in real-time via Live Shopping. It can share dynamic links to products and services while streaming. Walmart was the pilot partner for this feature.
Interesting Read: TikTok To Move Into Social Commerce Game, Partners With Shopify
TikTok marketing gambit offers a trio of in-feed ad products for shopping: Collection Ads, Dynamic Showcase Ads (DSAs), and Lead Generation.
Collection ads allow brands custom, swipeable product cards in their In-Feed video ads.
Image Credit: Tech Crunch
Dynamic Showcase Ads allow merchants to serve users multiple products SKU’s via personalized, targeted ads based on their interests.
Image Credit: Practical eCommerce
Lead Generation is available within in-feed video ads that allow brands to collect TikTok user information using online forms. The partnership with Leadsbridge and Zapier will help to connect a brand’s CRM in real-time to TikTok for lead generation campaigns. This will eliminate the need to download data manually.
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
Final Thoughts
The innovations are just the beginning of the new TikTok marketing era. There’s a heap to take in here as TikTok scales its ad business. The new tools and partnerships paves way for better opportunities especially as we head towards the holiday season. The roadmap of TikTok world is fairly clear. eCommerce is the primary focus providing monetization opportunities for both brands and creators.
It will be interesting to witness the next milestone as the story of the new TikTok marketing has just unfolded!
Also Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
TikTok Partners With Double Verify For Ad Measurement And Brand Safety
Highlights:
-Partnership with Double Verify will help brands to authenticate media quality on the short-video sharing platform TikTok.
-TikTok entices advertisers with new ad measurement, and brand safety tools, and combat ad fraud.
-The partnership will bring advertisers greater visibility into ad metrics.
TikTok announced a partnership with the leading ad measurement and analytics platform Double Verify to measure viewability and invalid traffic.
What Will This Partnership Offer Advertisers?
Over the years, TikTok has scaled its advertising business. Double Verify(DV) will provide complete transparency to the brands into their TikTok campaigns for in-feed formats through TikTok’s Open Measurement SDK. All joint clients will have access to DV Pinnacle’s measurement data and insights. This is the first platform integrating reporting and service platforms so that campaigns on TikTok can be monitored and optimized.
How Will Double Verify Benefit Advertisers?
As per the official statement rolled out by DoubleVerify, here are some ways this negotiation can help advertisers:
- Validate TikTok’s media quality using a third-party, trusted, objective, and MRC-accredited solution
- Optimize campaigns running on the platform based on comprehensive data insights like viewability, video quartile completion, and audibility
- Analyze trends and create reports to inform budget allocations and planning strategies across open web and social platforms, including TikTok
Relevant Read: Taboola And Double Verify Partners For Brand Safety
That’s What They Said!
Melissa Yang, Head of Ecosystem Partnerships is excited about the new partnership. She said brand relationship is built on transparency,
Partnering with DoubleVerify will allow our advertisers the in-depth insight they need on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on TikTok
TikTok is a staple of the marketing mix according to Mark Zagorski, CEO of DoubleVerify. He said,
As spend on the platform continues to grow, TikTok has been proactive in engaging with partners like DV to expand independent, third-party measurement capabilities and build confidence in brands’ digital investments
He added that he was equally excited to work with the growing platform,
We’re thrilled to work with TikTok to bring advertisers a higher level of trust and transparency and, in turn, broaden our quality coverage across this growing platform
TikTok and Double Verify are also working to expand their viewability offering to other ad formats. They will soon launch comprehensive measurement and additional media quality solutions.
Relevant News: Google Is Reportedly Planning to Index Instagram and TikTok Videos
TikTok MENA Newsroom: An Opportunity For The Region’s Finest Creators!
TikTok has created a dedicated MENA newsroom, in accordance with industry best practices, to provide media partners with the most up-to-date regional news. On the newly established TikTok MENA Newsroom, you can follow up with real-time updates on trends, in-app developments, creators, and safety.
TikTok wants to make sure that everyone has access to all of its news in one accessible spot because the platform is bursting at the seams with content and exciting new upgrades. Press releases and media alerts unique to the MENA area, as well as blog articles and feature content, will be housed under the MENA Newsroom.
The MENA newsroom will focus on spotlighting some of the region’s most inspiring and creative content creators, in addition to the newest updates.
Also Read: TikTok Partners With Shopify In The Middle East
Google Is Reportedly Planning to Index Instagram and TikTok Videos
Google is working on a potential deal with Byte Dance and Facebook to bring TikTok and Instagram videos respectively in Google Search results. At the moment, reuploads of Instagram or TikTok videos on YouTube or any third-party platform can be seen on Google. However, Google is trying a big change. If the deal goes well, Instagram and TikTok videos can be seen on the Search using the keywords. The tech giant is negotiating a deal to get data to rank and index the Instagram and TikTok videos on Search.
Regarding the deal talks, a Google spokesperson provided the below quote to The Information,
We help sites make their content discoverable and benefit from being found on Google, and they can choose how or whether their content appears in Search
Interesting News: Google Tax: How The 2% Levy Affects Advertisers And Beyond!
A Similar Deal With Twitter
In 2015, a similar deal was formed between Google and Twitter. As per the deal, Google pays a licensing fee to access the tweet data for indexing. Prior to the partnership with Twitter, Google did not rank and index individual tweets in search results like today. However, it is now easy to find Twitter content with a simple search.
If the said deal pans out, then it will be easy to find short-format video content as common as tweets in the search results. But the big question is will Instagram and TikTok hand over data to Google? Their reluctance is understandable, as Google owns YouTube and competes for the same short-format videos audience. Therefore it will be interesting to know if the deal turns into a formal agreement.
Interesting News: Google’s New Advertising Page Will Show Brand’s Recent Ad History
Win-Win For All!
If the internet giants agree then it will be a win-win situation for all. The Instagram and TikTok content will be discoverable on Google and receive an annual compensation similar to Twitter. In the long-term, Google will have billions of new videos to an index which will make the search engine a destination for articles and videos. This will also increase the search volume on Google which means more opportunities for publishers.
Presently, the terms of the agreement are not available between Google and Facebook as well as Byte Dance. We will keep you posted on the progress of the deal. Stay Tuned!
Also Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech
TikTok Partners With Shopify In The Middle East
Highlights
- TikTok for Business moves into social commerce with Shopify deal in the Middle East.
- Shopify merchants can now access TikTok for business Ads Manager without leaving the former’s dashboard.
TikTok recently extended a partnership agreement with Shopify to the Middle East after their collaboration last year. The partnership will enable brands to create shoppable video ads and campaigns directly geared towards TikTok’s high engaging community. Brands and advertisements are an integral part of the TikTok experience and customers in this region like to connect with their preferred brands. Shant Oknayan, general manager of global business solutions for TikTok in the Middle East, Africa, Turkey, and Pakistan says,
“We are very excited to announce this partnership with Shopify in the Middle East, giving merchants a unique platform to reach new audiences in an engaging and creative way like nowhere else.”
Neilson’s study states that 88% of TikTok users discover new content that they enjoy while using the app, and 50% discover new products through advertisements posted by a product or brand. To keep up with this, TikTok has taken several steps such as introducing new ad formats as well as achieving brand safety certification. Oknayan further said,
“As we continue to develop our platform to bring businesses of all sizes innovative and fun ways to connect with new customers, as well as get the best out of their campaigns, we are confident this partnership with Shopify is a big step in this direction and the start of a promising future in the e-commerce arena.”
Social commerce has been an emerging channel for merchants to reach out to newer audiences. Through this partnership, TikTok aims to make it easier for Shopify merchants to tap the creativity of the TikTok community and optimize their marketing campaigns. They can also benefit from the core functions of the TikTok For Business Ads Manager integrated into the Shopify dashboard. In simple terms, TikTok’s suite of ads allows to showcase creativity and tell stories legitimately, grow audiences and generate optimal results at a lower cost.
Satish Kanwar, Vice President of Product at Shopify expressing optimism said,
“TikTok is one of the world’s fastest-growing entertainment platforms with over 100 million highly engaged users in the US alone. The TikTok channel means Shopify merchants—even those without a strong TikTok following of their own yet—can connect with these new audiences using content that feels authentic and genuine to the TikTok experience.”
Some key points of the partnership include:
Seamless and Streamlines operation
Shopify Merchants can set up an account and payment options seamlessly as well as easily track conversions by installing TikTok Pixel.
One-Stop-Shop for all
Merchants can easily create and optimize campaigns, target audiences, and track performance all under one go
Testing New Commercial Features:
TikTok will also start testing new commercial features that will make it easy for users to discover Shopify merchants in the Middle East and shop their products within the app.
TikTok For Business Introduces New Ad Format With Spark Ads
TikTok for Business launched Spark Ads- a new native ad display format that allows brands and businesses not only to boost their own popular organic posts but also amplify relevant content shared by the community. The short video sharing app announced the launch of the ad format in the Middle East, Africa, and Turkey region.
TikTok for Business is a global brand and is designed to provide marketers and brands technological innovations to be creative and engage the TikTok community. Brands looking to build a strong content strategy can scale up original creative videos seamlessly through Spark Ads. The format allows brands to measure the success of their campaigns including video view and conversion along with amplifying existing organic video. Furthermore, brands can keep the fun going with TikTok’s two popular features Stitch and Duet that allow users to reinterpret, reinvent, and build on creativity.
Spark ads are different from regular ads as the former allows advertisers to promote videos created by others with their permission. It allows brands to connect with the creators who help bring products and services to life without any middleman. Shant Oknayan, General Manager, Global Business Solutions, Middle East Africa Turkey, and Pakistan, TikTok said,
“With Spark Ads, brands can build long-lasting connections that are authentic and rooted in the community while also delivering sustainable and impactful business value. We’re excited to roll out this new offering to the region, providing businesses across the region with even more opportunities to drive deeper engagement and connection with their audience.”
Instagram’s Reels, Tik-Tok’s Clone, Is Now For 60 seconds Long
Instagram Reels doubled the previous time- limit of 30 seconds and added functionality for a caption sticker.
Now, you can record Reels up to one minute long. Instagram announced that the Reels time limit is doubled to 60 seconds for all users.
Reels. up to 60 secs. starting today. pic.twitter.com/pKWIqtoXU2
— Instagram (@instagram) July 27, 2021
Within a month of its launch, Instagram extended Reels from 15 to 30 seconds. Recently, Tik Tok expanded its time limit to 3-minute, and YouTube Shorts also has a 60 second time limit, so it was unsurprising for Instagram to follow the trend. However, it is wise for Instagram to expand Reels to 60-second as it gives creators more capacity to work with.
It is mainly useful for creators who repurpose the same posts that they are uploading on TikTok or other competitor’s apps to grow their following across multiple platforms. Cross-posting is beneficial to the creators but also to Instagram, as it gives more content for Reels.
ProTip: Instagram’s algorithm doesn’t promote cross-posting content with a TikTok watermark, as it will affect your reach.
Instagram also added functionality for a caption sticker on Reels. It converts audio to text making for people who want to enjoy the Reels without sound. However, this is available only in a handful of English-speaking countries but Instagram plans to expand to other countries and languages soon.
Credit: Adweek
