- TikTok is attempting to make itself more friendly to advertisers inside the larger entertainment ecosystem with two recent ad products directed at helping streaming platforms and entertainment studios promote their content, according to a press release.
- The recent products, that are being announced at Sundance Film Festival this week, are TikTok Streaming Ads, powered by Smart+, and New Title Launch. The former is designed to help streamers showcase personalized content to TikTok users, while the latter is supposed to drive subscriptions and ticket sales.
- The solutions come as TikTok’s parent, ByteDance, is about to turn over control of its U.S. operations to a gaggle of investors based within the U.S. The deal, announced in December, will secure the favored app’s future operation within the U.S. market.
For all the concerns about how TikTok is hurting the entertainment industry with its snackable content that shortens attention spans, it continues to be an efficient channel for entertainment promoting.
Four in five TikTok users say the channel inspires their broader streaming selections and inspires them to hunt down recent content, per the platform. TikTok users are also significantly more likely to maintain a streaming service subscription in order that they’ll knowledgeably take part in online discourse. TikTok also claims that just about half of its users have discovered a brand new theatrical release through its platform, with almost a 3rd of them being inspired to take motion to see the film.
The recent ad products are meant to help entertainment advertisers reach this engaged audience. The Streaming Ads product is designed to deliver ads to users who’ve shown an interest in entertainment-specific content, tailored to the user’s demonstrated interests. Streaming Ads will showcase multiple titles through two formats: a video carousel that displays 4 video titles from one service’s catalog, and a Media Card interactive add-on that highlights multiple titles.
The second product, New Title Launch, is designed to capitalize on an entertainment advertiser’s biggest moments, like season premieres, recent releases and sporting events. The format uses specific signals, comparable to favorite movie genre or pricing sensitivity, to reach high-intent users and boost subscriptions and ticket sales.
“Entertainment advertisers are increasingly turning to TikTok as a strong audience-building engine,” said Tao Baecklund, global head of content and services ads at TikTok, in release details.
That sentiment has been borne out through a variety of partnerships and programs with entertainment corporations. Last September, TikTok and Fandango teamed up to enable movie ticket purchases directly through the TikTok app. The platform followed that up in December with a tie-in with Disney’s “Avatar: Fire and Ash” release, featuring an immersive content hub of quizzes and creator videos with exclusive pre-release movie clips. Perhaps not coincidentally, Disney recently announced it could begin promoting its content through TikTok-like vertical videos.
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