Advertisers say TikTok’s new self-serve ad model requires better tracking capabilities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 21, 2020, 11:47 AM UTC

Introduced in beta mode, it lacks application program interface critical for automated buying.

Advertisers said TikTok’s self-serve ad platform is easy to use and increases brand awareness but offers inferior metrics as compared to more matured platforms. Some advertisers also said capabilities like the ability to target using hashtags, a more seamless and less manual CRM integration through API are needed.

Though ads with content native to the platform were found to perform better, ads featuring influencers or recognizable faces can help drive engagement. TikTok is also working on its Creator Marketplace to make it easier for advertisers to find and work with influencers or creators.

PMG’s Carly Carson said though TikTok had the most features of self-serve social ad platforms, “a few key reporting metrics” were missing. She further added that the ability to track conversions on the platform should improve.

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