TikTok Measurement Academy, METAP

TikTok Measurement Academy, METAP

July 6, 2022

TikTok For Business

Best PracticesAnnouncements

TikTok Academy "Measurement" is a training program that aims to deliver comprehensive knowledge to help marketers quantify the true business value generated by their TikTok ads.

The program that spanned over 2 days with more than 700 people joining, comes at a time when TikTok is doubling down on its measurement and research efforts. In addition to launching new 1st and 3rd party solutions, TikTok is dedicated to equipping and enabling its media partners to build their measurement maturity on the platform. The Program answered multiple key topics that are top of mind for advertisers:

• How TikTok assures ads are seen by real people, in a safe environment
• Which TikTok solutions and tools help attribute campaign impact and optimize campaign performance
• How TikTok can help brands understand and analyze the impact of different media investments

90% of attendees found that the event helped them choose the right measurement solution to measure their future TikTok campaigns. Agencies have been a close partner on the TikTok journey; playing a key role in helping their partner brands build, plan, scale and measure on the Platform.

When asked about the role of Measurement in brands success , Chris Solomi, Chief Digital Officer at Omnicom Media Group answered : "Measurement is the foundation we build our media approach, planning and recommendations upon and therefore increasing the measurement maturity of our people, media, brands and the outcomes delivered for our clients is paramount to us. With the phenomenal and rapid growth of TikTok there was a pressing need to quickly upskill our approach to how we measure on the platform "

And in regards to the program, "The measurement academy delivered on measurement needs and I particularly liked how measurement was viewed through the lenses of media, brand and ultimately sales and business outcomes as the measurement approaches and methodologies for each are connected but different. For us this was foundational and something we will be building on" Solomi added.

Long-term, the TikTok Academy "Measurement" training will live on TikTok's virtual education platform where users will enjoy a gamified educational adventure filled with interactive experiences, quizzes, tokens and badges that they can publicly share through different channels. Stay tuned as your TikTok representative will share more details on how to get started as TikTok Academy admission becomes available.

More on this topic:

1. Case Study: Quantifying the impact of TikTok advertising
2. Game On: Measurement on Tiktok