Eworld

The Objective

Bulk upload creative assets and create ads at scale

Eworld is a mobile game advertiser headquartered in China that promotes game titles of various genres on TikTok. Like many other global gaming publishers, Eworld creates TikTok ads in multiple ad accounts when promoting a game title and allocates advertising budget based on the game title's lifecycle, genre, and target audience location.

Eworld focuses on core genre games, which have a longer lifecycle than casual games and rely heavily on the quality and performance of creative assets. Testing a large number of creative alternatives in live campaigns and then using high-performing assets for longer flight times is the best practice for core game advertisers.

Eworld uploads approximately 100 creative assets to each ad account daily, and some assets are uploaded to multiple ad accounts. This means Eworld needs to manage up to 500 creative assets daily and create TikTok ads with them. So, the brand started exploring a solution that could reduce repetitive, time-consuming tasks and help campaign managers at Eworld upload creative assets and create ads more efficiently. The need became more desperate when Eworld launched several game titles at the same time.

The Solution

Developing an in-house media buying platform integrating TikTok's API for Business

Eworld developed an in-house media buying platform that integrates TikTok's API for Business, allowing in-house campaign managers to manage hundreds of active creative assets and ads running across ad accounts in an organized way.

By leveraging TikTok's Creative Asset Management API and Campaign Management API, Eworld can bulk upload videos and images to numerous ad accounts directly from their storage location. Eworld can also immediately configure and generate ads using these assets across multiple accounts within a tailored user interface. Campaign managers no longer need to repeat the steps of exporting creative assets locally, switching ad accounts frequently, uploading assets, and creating similar ads.

Additionally, Eworld integrated Campaign Management API features that were proven effective through test campaigns on TikTok Ads Manager, and automatically adopted those features for ads created in batches on the platform to improve overall ROAS.

Eworld has also integrated both TikTok's Reporting API and its mobile measurement partner's API. The ad performance data from TikTok and the attribution and marketing analytics data from its MMP were consolidated into Eworld's in-house media buying platform in real-time, empowering campaign managers to perform more comprehensive analyses from different ad structure dimensions.

With consistent naming conventions applied on the creative asset level and ad level, Eworld is able to classify the creatives and ads by performance data from all ad accounts, allowing campaign managers to rapidly and accurately identify optimization opportunities and make timely adjustments on live campaigns across ad accounts, such as pausing under-performing creatives to improve the overall ROAS of the ads.

The Results

Reducing time spent uploading assets and managing ads

Previously, each campaign manager could only handle 50 creative assets or ads. With the development of its in-house media buying platform, a campaign manager at Eworld can now easily handle 100-200 creative assets or ads, reducing the time spent uploading and managing assets and ads by 50%. The accuracy of adopting naming conventions on creative assets and ads was also improved.

With a significant uplift in the efficiency of creative asset upload and ads creation and the convenience of syncing real-time performance data from TikTok and its MMP, Eworld doubled its TikTok ad budget following the integration and spent around 75% of its total TikTok ad budgets via API in 2022.