Marketing today is more complex than ever. CFOs and shareholders now demand clear proof of growth, yet many marketing leaders feel overwhelmed by the sheer volume of data. In fact, two-thirds of them report record levels of uncertainty about the impact of their investments. To address this challenge, TikTok partnered with Ebiquity to analyze major UK brands in the Retail and Telco sectors. The goal was simple: uncover how premium ad formats can deliver better business results.
Takeaways 🚀
✅Premium formats drive better results.
✅Context boosts ad performance significantly.
✅Creative quality enhances sales impact.
✅Combine TikTok with other channels.
✅Granular data improves campaign strategies.
Why ROI Alone Isn’t Enough
For years, ROI has been the go-to metric for measuring success. However, TikTok and Ebiquity’s research reveals that ROI can often be misleading. While low-cost ads may deliver high ROI, they frequently fail to drive meaningful sales. In contrast, premium formats like TopView and Pulse may cost more upfront, but they generate significantly higher revenue per impression. Therefore, for brands seeking real growth, these formats are a smarter investment.
Key Insights from the Research
- Stop Chasing Low Costs
Many marketers fall into the trap of prioritizing low CPMs (cost per thousand impressions). However, this approach doesn’t always deliver the best value. For example, premium formats like TopView and Pulse create more impactful impressions. As a result, they are ideal for major product launches or campaigns that require high visibility. - Context Boosts Performance
Not all ad placements are created equal. Ads placed next to trending, culturally relevant content perform much better. For instance, while standard formats and Pulse may achieve similar view-through rates, Pulse generates significantly more revenue per view. This is because context matters—relevant ads resonate more with audiences. - Creative Quality Drives Sales
The research also highlights the importance of creative quality. Ads that grab attention within the first two seconds and keep viewers engaged for up to 25 seconds perform the best. Additionally, designing content specifically for TikTok, rather than repurposing TV ads, further enhances results. In short, better creative leads to better outcomes. - Combine TikTok with Other Channels
TikTok doesn’t have to work alone. In fact, it performs even better when paired with other channels like TV. For retail brands, TV builds broad awareness, while TikTok creates an emotional connection. Together, they amplify your message, especially during dual-screening moments. - Use Granular Data for Better Results
Finally, TikTok provides advertisers with detailed data through its MMM (Media Mix Modeling) API. This data allows brands to measure both online and offline sales impact. By using this granular data, marketers can develop more accurate strategies and achieve stronger results.
Tips for Better Campaigns
To maximize the impact of your campaigns, consider these tips:
- First, choose ad formats based on your goals, not just cost.
- Next, align your content with trending topics to boost engagement.
- Additionally, focus on creative quality to capture attention quickly.
- Moreover, combine TikTok with other channels like TV for greater impact.
- Finally, use TikTok’s detailed data to measure real business outcomes.
Final Thoughts
In conclusion, TikTok and Ebiquity’s research proves that premium ad formats deliver real value. By focusing on high-impact formats like TopView and Pulse, brands can achieve better results. Instead of chasing low costs, invest in strategies that drive meaningful growth. For more insights, visit TikTok’s blog.
