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PRODUCTMAY 22, 2024


TIKTOK WORLD 2024: NEW AD SOLUTIONS TO HARNESS CREATIVITY, ENTERTAINMENT AND
PERFORMANCE

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From Tube Girl to #BookTok, TikTok has emerged as a global entertainment
platform where over 1 billion people come to enjoy content that surprises,
informs, educates and entertains them. Over the past four years, advertisers
have proven to be core to the TikTok experience and propelled their brands into
the center of culture and entertainment by listening and being a part of the
TikTok community.

Today at our 4th annual TikTok World product summit, we're introducing new
business solutions to help brands chart new territories on TikTok with a new
suite of Creative AI tools, Performance and Measurement solutions, and
enhancements to high impact Branding placements. TikTok has given brands the
opportunity to be at the forefront of culture and to connect with audiences that
are fully engaged and sound-on, in ways they can't anywhere else. We've had the
opportunity to listen, learn and build with the most creative marketers across
the industry, and we're excited to embark on this next stage of our journey by
continuing to innovate our advertising products to deliver the best experience
to brands, creators and our entire TikTok community.

"TikTok is entertainment that drives impact. With an audience of over 1 billion
users, TikTok offers brands an opportunity to be innovative storytellers and
connect with their communities in unique and creative ways," states Sofia
Hernandez, Global Head of Business Marketing at TikTok. "We are thrilled to
welcome advertisers to our 4th annual TikTok World to showcase our commitment to
building innovative, industry-leading solutions that allow them to participate
in the magic of TikTok."

> 




Return on Creative

When brands lean into TikTok-first content that strikes a chord and resonates
with their community, it captures attention and drives engagement. Research has
proven that creating TikTok-first ads boosts purchase intent by +37% and brand
favorability by +38% (1) and 79% of TikTok users show a preference for brands
that demonstrate a clear understanding of how to create content specifically for
the platform (2).

To help brands streamline and scale the creative process, we are introducing two
new solutions:

 * TikTok One: A centralized destination for marketers to access our creative
   tools. Brands will be able to tap into this one-stop-shop to access TikTok
   creators, production partners, and insights, including TikTok Creator
   Marketplace and TikTok Creative Challenge. With TikTok One, advertisers will
   be able to access nearly 2 million creators, discover top agency partners and
   leverage our creative tools to implement and scale successful TikTok
   campaigns — all with a single log-in.
 * TikTok Symphony: Our new Creative AI suite that blends human imagination with
   AI-powered efficiency to help marketers scale content development,
   creativity, and productivity on TikTok. With Symphony, everything from
   writing a script to producing a video and optimizing assets is simple and
   efficient — fueling real results with a new paradigm of creativity. We are
   supercharging productivity to help brands create at scale. We are building
   for the future of creative and are inviting brands to come test and learn
   with us as we look to simplify and empower creative that breaks through.

Check out more on TikTok One and Symphony to see what new tools we are launching
to help advertisers to create at scale.

> 

Where Entertainment and Discovery Meets Performance

People come to TikTok to learn new topics and discover products and trends,
taking real action as a result of this experience. For example, 61% of users
have made a purchase either directly on TikTok or after seeing an ad (3), 59% of
users use TikTok to decide what game to download next (4), and 52% of users even
research cars because of TikTok content they have seen (5).

To help advertisers meet users wherever they are on their purchase journey, and
turn discovery into measureable action, we are introducing new performance
automation and measurement solutions:

 * Performance Automation: Through predictive AI and machine learning, our new
   performance solutions maximize business outcomes for advertisers, whether
   that's driving more sales, leads, or app installs. Advertisers will be able
   to input the necessary assets, budget, and goals and TikTok's predictive
   automation solutions will select the best creative asset, choose the right
   audience, and put the best ad in front of the right customer at the right
   time, based on the advertiser's objectives.
 * TikTok Shop Marketing Automation: Our new TikTok Shop marketing optimization
   solution will help automate bidding, budgeting, ad management, and creative
   for TikTok Shop products, while also considering the most important merchant
   costs — affiliate payouts, ad spend, and platform fees — to help optimize
   Shop merchant's total return on investment.
 * Unified Lift: A new tool that measures the performance of your TikTok
   campaigns across the entire decision journey--empowering advertisers to
   confidently maximize the results of their investments on TikTok. Unified Lift
   combines the power of Brand Lift Studies and Conversion Lift Studies to give
   businesses a comprehensive view of their total TikTok campaigns' impact.

Learn more about our new Performance Innovations.




Building Entertaining Brand Moments

With a highly engaged global community on TikTok, brands have an enormous
opportunity to create a memorable and entertaining experience for their
communities. To help tap into the full entertainment experience and engage with
their audiences, we are introducing:

 * Interactive Add-Ons for TopView: We have added Interactive Add-Ons for
   TopView, allowing advertisers to add pop-out elements and countdown stickers
   to boost brand engagement and encourage interaction.
 * Duet with Branded Mission: Enabling brands to tap further into the TikTok
   community's native behaviors, Duet with Branded Mission enables brands to
   invite TikTok creators to Duet with their Branded Mission videos to help
   increase engagement and participation from audiences across the platform.

Check out our Branding Ad Solutions and how global brands are utilizing our
tools.




Fueling the TikTok Advertising Ecosystem

To help brands find the right partner to fuel their TikTok campaigns, we are
launching our TikTok Media Buying Certification program. This global
Certification empowers digital marketers to prove and showcase their skills in
TikTok advertising and strengthens the network of trusted TikTok partners for
advertisers.

We are continuously working to provide our partners with simplified and
effective solutions so we can succeed and grow together. 7 million businesses
look to TikTok to grow their business and connect with communities. We look
forward to continuing supporting businesses of all sizes create entertainment
that drives impact.

--------------------------------------------------------------------------------

 1. TikTok Marketing Science Creative Coding Analysis based on 3,500 TikTok ads
    that ran from 1/1/2021 - 10/1/2021 representing all major verticals,
    conducted by Kantar, 2022
 2. TikTok Marketing Science Global Creative First Study 2022 conducted by Ipsos
 3. TikTok Marketing Science Global Shopping Ads Product Research Study 2022,
    conducted by Material
 4. TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022,
    conducted by MarketCast
 5. TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022,
    conducted by MarketCast





PRODUCTMAY 22, 2024

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