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What Marketers Should Know About TikTok Ad Formats and a Roundup on Partnership News

At Business Insider Intelligence, our mission is to bring you the most important insights, data and analysis from the digital world. So when we come across outstanding research from our partners that we think our audience can benefit from, we like to make sure you hear about it. 
That’s why we’re giving you a preview of eMarketer’s new report: Marketing on TikTok.
You can purchase and download the full report here.

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.FILE PHOTO: The logo of TikTok application is seen on a mobile phone screen in this picture illustration taken February 21, 2019. Picture taken February 21, 2019. REUTERS/Danish Siddiqui/Illustration

Cosmetics brand e.l.f. is one of the latest advertisers to launch a paid campaign targeting TikTok’s Gen Z user base. Using the popular “Hashtag Challenge” ad unit, the brand recently launched its #eyeslipsface campaign, encouraging TikTok users to create videos showing off their makeup using an original song created for the activation. e.l.f. Beauty also purchased a 24-hour takeover ad, which prompted users to participate in the challenge upon opening the app.

“Gen Z is a huge audience for us,” said Kory Marchisotto, CMO of e.l.f., in an interview with eMarketer about the news of the partnership. “It’s of critical importance to make sure we’re not only where they are, but also serving up content that’s relevant to them.”See the rest of the story at Business Insider

See Also:

Facebook and Google’s stabilizing ad revenue isn’t a sign of recovery for the broader ad ecosystemYouTube added a fact-checking panel to its US search resultsSnapchat introduced a new offering to help advertisers take advantage of surging interest in its premium video inventory

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