"Not all ad impressions are equal, and in TikTok's latest research report, created in conjunction with Ebiquity, it aims to highlight how different measurement approaches can have a significant impact on your ad assessment, and help to guide you towards the best value-for-money ad approaches for your business. TopView and Pulse generated 3 - 4x the revenue per thousand impressions compared to Brand Auction."
"TopFeed delivered 2x the impact at roughly 2x the cost. Brand Auction and Standard Feed delivered volume. Premium formats delivered impact. Which one you need depends on your objective. a direct, statistical correlation between average play duration and ROI. In other words, the longer you keep their attention, the more you sell, and you should be aiming for the ad formats that will help you grab attention with your promotions."
Different measurement approaches produce markedly different evaluations of ad effectiveness. TopView and Pulse generated three to four times the revenue per thousand impressions versus Brand Auction, while TopFeed delivered twice the impact at roughly twice the cost. Brand Auction and Standard Feed provided scale and volume, whereas premium formats delivered greater impact. There is a direct, statistical correlation between average play duration and ROI: longer attention translates into more sales. Advertisers should choose ad formats aligned to their objectives, prioritizing attention-driving formats when ROI and impact are the goals.
Read at Social Media Today
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