TV & TikTok: Together from Dawn to Dusk

TV Reigns in Reach in the Age of Multi-Screening But Here's the Catch...

In the age of double screening, TV has proven its resilience - as it continues to dominate media consumption during magic moments like Ramdan and global sporting events. And while marketers find themselves navigating content-rich attention-poor landscapes rife with VOD, streaming services and other entertainment platforms the big ask becomes not where to spend more but how to spend smart. Amid rising pressure on advertising budgets, it is more critical now than ever for marketers to make wise use of their advertising spending, particularly during the impending peak season. The solution? Building media partnerships with a mix that offers the strongest retention, recalls and inspires immediate action. According to the Global Web index (2021 MENAT), multi-screen consumption represents 93% of viewers’ media consumption while watching TV.

In addition, a Kantar Crossmedia meta-study, commissioned by TikTok and conducted in the MENA, revealed TV dominates reach, yet no individual digital platform drives unique reach. But what we did discover is that while outperforming other well-established platforms TikTok is consistently demonstrating the most efficient reach, emphasizing its impact on viewers in the Middle East. TikTok provides the highest incremental exposure to TV alongside other long-form video platforms. Not to mention that TikTok also increments particularly higher, especially among light TV viewers.

Unsurprisingly, the study - based on 17 cross-media studies - also reported that TV and TikTok work best when deployed together. When comparing audiences who were exposed only to the TV vs. TV & TikTok, the latter delivered significantly higher brand impact while keeping overall costs lower. The study also demonstrated that adding TikTok to the media mix will increase brand impact by 21%, which is at least 2 times higher than the increment brought on by other digital platforms. So, while Television can be an effective way to kick-start and build momentum for a campaign, TikTok can build your brand’s impact in terms of Awareness, Association and Motivation.

Ramadan and TV: A Match Made Better with TikTok

As one of the biggest TV-first events in the Middle East, Ramadan is a brand battleground; leading to more activities for share-of-mind in the lead-up to and during the holy month. This year especially, media spending around the cultural event will also be soon after other festive advertising such as Black Friday and the region's first football world cup, which means that typical uplifts in media budgets around the event may be challenged and diversified. Increased advertising fatigue also shouts for an efficient cross-platform strategy and one that targets effectively and efficiently.

Ramadan continues to bring viewers back to linear television, and undoubtedly, for a holy event with the magnitude of Ramadan in the Middle East, no platform will take the role that TV will play in bringing religious programming to its audiences. However, TikTok has also helped to create meaningful engagements across Ramadan festivity by tapping into its joyful community and moments. While they wait from dawn to dusk to break their fast, people are more active and engaged with the platform, keeping the connecting spirit of Ramadan alive. It's common to see videos where the whole family is participating together, whether it be a “day in the life” scene, a dance or a challenge. TikTok provides users with a voice to celebrate the spirit of Ramadan.

As brands gear up for the biggest cultural event of the year, here are some tips for our advertisers looking to plan for TV+ this Ramadan:

1. Optimised delivery - Find newer audiences by layering TV campaigns with digital platforms like TikTok. Tiktok adds almost 10% incremental reach over TV.

2. Amplify impact - Combine 2 or more channels with TV to increase brand impact

   1. TikTok with TV provides strong synergies, adding brand impact of 21%

3. Omni-channel execution - Have an integrated idea but customized execution native to platform

   1. TikTok Native creatives deliver 3.3% points uplift in Awareness than Non-native creatives.

   2. Use both brand and creator-lead content for the highest impact on Ad recall

4. Follow media and creative best practices - Last Ramadan, we saw that brand likelihood to create significant impact can increase as much as 27% by following best practices

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