Social Media

TikTok [and TV] made me buy it

As upfronts kick off, a study commissioned by TikTok says its videos give TV and streaming ads a boost.
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Francis Scialabba

· less than 3 min read

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We’ll take some TikTok videos with a side of TV ads next time we hit the media-buying drive thru, thanks. Why? Because based on the results of a recent study commissioned by TikTok, the two go together better than coastal grandmothers and white linen.

  • TikTok wanted to find out how combining TikTok with linear TV or streaming services impacts brand recall.
  • It found that both combinations boosted the metric to different extents.

On the linear front: If people in the study saw a brand on TikTok first, then on linear TV, there was a 6% “lift in aided brand recall.” If they saw the brand on TV first, then TikTok, there was a “16% lift in visual attention to key branding moments.”

And on streaming: When participants saw an ad on TikTok first, then on a streamer, there was an 8% lift in aided brand recall. In the reverse scenario (streaming first, then TikTok), there was 9% more visual attention paid to key brand moments.

Some brands have tried it already: Vrbo created a TikTok challenge based on its TV commercial, in which TikTok users could use the spot’s audio in videos of their vacation home tours, Ad Age pointed out.

Bottom line: Consider getting some commercials up on the small screen before putting them on TikTok, aka the even smaller screen.—PB

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