New measurement offerings to understand TikTok's cross-media audience
Advertisers who seek to understand the audiences reached on TikTok will now have access to a growing suite of 3rd-party offerings to measure their campaigns.
In today's world, where digital and co-viewing are increasingly popular and marketers are asked to grow brands with flat or shrinking budgets, cross-media measurement is crucial for success.
"In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok's commitment to providing diverse measurement tools enables advertisers to understand and leverage cross-media engagement, driving meaningful results."
TikTok is committed to providing tools to empower advertisers to understand the value that TikTok brings to their media plans. Our new cross-media reach measurement offerings with Nielsen and iSpot.tv provide advertisers insight into incremental audience reach across TV and other platforms. Initial results from both new measurement solutions demonstrate the unique value of the TikTok audience, with a large proportion of unique viewers reached only on TikTok.
Nielsen ONE Ads: deduplicated audience reach across TikTok, TV and other platforms
US advertisers now have access to de-duplicated on-target reach measurement and audience on-target percentage through Nielsen ONE Ads across all supported platforms (mobile, computer, Linear TV, and CTV). TikTok's integration within this offering provides transparent, deduplicated, cross-media measurement in one place.
Early testing of a limited sample of campaigns found that when adding TikTok to linear TV, campaigns reached a unique audience that was, on average, 22% of TV total reach²—illustrating TikTok’s ability to drive scaled reach on multi-screen campaigns.
iSpot.tv: TikTok's audience reach compared to linear TV
US advertisers can now measure cross-media reach across campaigns with a linear TV component through iSpot.tv. Participating clients will be able to receive a post-campaign report detailing the incremental reach of the TikTok portion of their campaign compared to the linear TV portion of the campaign.
In a recent meta-analysis of 21 campaigns using iSpot.tv's measurement solution, we saw that, on average, 58% of TikTok impressions reached a unique audience of viewers who were unexposed to the TV portion of the campaign¹—demonstrating the efficiency of TikTok campaigns in driving new audiences to advertisers' linear TV campaigns.
"Marketers and brands who aren’t considering TikTok as integral to their cross-platform marketing campaigns are clearly missing out on an opportunity to extend their reach and drive results."
To learn if you can tap into these new offerings, contact your TikTok rep today!
Sources
Nielsen ONE Ads, US, 2024 (N=4) expressed as (TikTok Unique Reach/ Linear TV Total Reach)
iSpot.tv meta-analysis, US, 2024 (N=21); expressed as (TikTok Unique Reach/TikTok Total Reach)