TikTok Reveals Partnerships, New Ad Solutions at TikTok World

TikTok detailed several partnerships and solutions at its TikTok World virtual event Tuesday aimed at helping brands buy ads on its platform, measure the success of their campaigns and scale the campaigns that are performing the best. The video creation platform said brands can now run “effective, predictive and transparent campaigns” to target a higher volume of users through extended reach, and they can boost impressions by opting into higher frequency for their ad placements. TikTok teamed up with Kantar and Nielsen on a brand lift study to assure partners that its efforts match industry standards for effectiveness and reliability. The platform teamed up with DoubleVerify and Oracle Moat to provide insights to partners on invalid traffic and viewability on TikTok. Similarly, the company will work with Integral Ad Science, OpenSlate and Zefr on brand safety and suitability to ensure that brands’ campaigns only run adjacent to suitable content. And TikTok introduced an inventory filter to give its advertisers even more control over what types of content their ads will run adjacent to, adding that its solution is aligned to the brand safety and suitability framework from the Global Alliance for Responsible Media. The company added that it will reveal “new solutions and partnerships geared toward facilitating creator-brand collaborations and ecommerce in order to ensure an easily accessible, creative, transparent and scalable way for brands to engage the community and convert sales.” Noting that 61% of TikTok users say videos on the platform are more unique than those on any other platform and seven out of 10 find ads on TikTok to be enjoyable, the platform introduced several tools aimed at allowing advertisers to embrace creativity, as well as to connect and collaborate with TikTok’s diverse ecosystem of creators. Self-serve portal TikTok Creator Marketplace eases the process for brands looking to discover creators who align with their interests, and the TikTok Creator Marketplace API (application-programming interface) provides access to TikTok’s first-party marketplace data to creator marketing platforms such as Captiv8, Influential and Whalar. Open application campaigns enable brands to post campaign briefs to creators across the TikTok Creator Marketplace, and those creators can self-apply and participate. A new branded content toggle legs creators mark videos and disclose commercial content without interrupting the creative flow. And brands can create and customize landing pages that load in seconds—TikTok said 11 times faster than standard mobile pages—for potential customers who want to dive deeper into the brand’s message. TikTok also detailed its TikTok Shopping suite of advertising tools, features and solutions for brands and merchants. First-party integration enables merchants to tap into a full commerce experience by uploading products and managing actions including fulfillment, point of purchase and shipping, while sellers can also opt for third-party integrations via commerce partners including Ecwid, PrestaShop, Shopify and Square. Base, OpenCart, Shopline and Wix will be added soon. Product Links enable sellers to highlight one or several products directly from organic TikTok videos, leading users to product detail pages. Live Shopping lets brands connect in real-time while sharing dynamic links to products and services. Collection Ads let merchants include custom, swipeable product cards in their in-feed video ads. And Dynamic Showcase Ads let brands serve users personalized, targeted ads based on their interests. TikTok president of global business solutions Blake Chandlee said in a statement, "We've witnessed time and time again the important role that brands play in the TikTok experience. We've also seen how our community enjoys engaging with the brands they love. 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."