With $20 billion in ad spend up for grabs during the TV ad bargain, social media giant TikTok is looking to position itself as a complement to those ad buys.
TikTok commissioned a study to see how linear TV, streaming services and TikTok impacted brand recall. It found that when participants saw a brand on TikTok and then saw it on TV, they had a 4% increase in visual attention to brand cues and a 6% increase in brand recall aided, meaning that they correctly chose the brands they saw. a multiple choice list in a post-announcement exposure questionnaire. If respondents saw a brand on a streaming service, they had a 7% increase in visual attention and an 8% increase in brand recall aided.
Viewers paid even more attention if they saw a brand on TV or a streaming service and then saw the brand on TikTok – with a 16% increase in visual brand attention and a 13% increase in product placements. They also had a more positive association with a brand after seeing it on streaming and TikTok, with 11% of viewers feeling that “ads from this brand are enjoyable.”
With TikTok racking up more ad budgets from brands, it remains to be seen how this will affect TV ad deals as media networks look to secure the bulk of their ad commitments for the upcoming season.
Brands have been looking to find ways to embed TikTok marketing on other screens and platforms. Applebee’s did this in August with a TV commercial that compiled TikTok dances to Walker Hayes’ song “Fancy Like.” McDonald’s took their revamped Emily Zugay logo and applied it to their Twitter page. And with consumers often multitasking while watching TV, it makes sense for brands to be present on nearby screens.
Old Navy took a trending video from TikTok and used it to fuel their spring TV commercial. Samuel Beasley posted a simple video with audio from Bruno Mars and Anderson .Paak’s Silk Sonic album. Beasley captioned it with, “We’re about to get the biggest Old Navy commercial ever.” Fans began commenting on what they would like to see, such as “slow motion jumping” and “children playing hopscotch.”
@thesamuelbeez Album of the year #silksonic #brunomars #andersonpaak ♬ Fly As Me – Bruno Mars & Anderson .Paak & Silk Sonic
More recently, Vrbo brought the essence of its TV commercial to TikTok using a hashtag challenge, #AVrboForTogether. Creators used the hashtag and audio from the TV commercial to showcase their vacation home rentals, racking up 9 billion views on TikTok.
@vrbo Join the @globalmunchkins and take the #AVrboForTogether ♬ Right Where I Belong – The Muppets
“We really wanted to bring to life the idea of celebrating the people who make staying at Vrbo so special,” said Nisreene Atassi, Senior Director and Global Head of Social Media and Influencer Engagement at Vrbo, in a statement. “As one of the fastest growing social media platforms today, TikTok seemed like the perfect place for us to launch this effort as part of our larger campaign media ecosystem, including TV.”
This article is a translation of the article written by Erika Wheless for the website AdAge.
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