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TikTok may have a reputation of shortening consumer attention spans, but the platform’s streaming advertisers are now encouraging users to pause their feed scrolling to engage in longer-form storylines.
Attracting attentive audiences
Samba TV found that TikTok is a strong driver of tune-ins beyond traditional TV campaigns—97% of TikTok campaigns resulted in viewership with an average tune-in lift of 159%—but the tech company also studied the platform’s ability to drive longer consumption. Viewers who tuned in after exposure to a streaming platform’s ad logged an average watch time of 86 minutes, a 26% increase from the brand’s control group.
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