TikTok has disclosed intriguing insights into the performance of its ads within the Canadian market, derived from a recent study conducted by Nielsen.
Collaborating with Nielsen on a marketing mix model analysis focusing on Consumer Packaged Goods (CPG) ads from Canadian brands, TikTok's rise as an advertising option stands out. The analysis sheds light on its growth trajectory in comparison to other platforms, showcasing impressive statistics.
According to TikTok, in 2022, their ads displayed a 30% improvement in Return on Ad Spend (ROAS) and a significant 58% increase in total incremental sales per 1,000 impressions compared to the previous year. This translates to a higher value generated per impression, with advertisers witnessing an average return of $2 for every $1 spent on TikTok ads.
The platform's Canadian media sales contribution witnessed a striking 2.3x growth in 2022, marking the highest year-over-year growth among all media channels. While not entirely unexpected considering TikTok's recent ascent, these figures highlight the platform's increasing relevance in the advertising landscape.
One particularly striking revelation from the data is that TikTok ads are 1.6x more effective in driving both sales effectiveness and efficiency compared to TV campaigns. Delving deeper, TikTok's ROAS surpassed TV by an impressive 63% on average across all Nielsen Marketing Mix Models (MMM).
Especially notable is the platform's appeal to younger audiences who are drifting away from traditional TV, spending more time on platforms like YouTube, TikTok, and Instagram. This shift underscores TikTok's ambition to challenge TV's broader influence rather than compete directly with social media giants like Facebook.
For brands, TikTok promotions should emulate TV advertising strategies, aligning messaging and content with user trends for expansive exposure campaigns. A notable advantage is that TikTok ads don't demand the high production costs of TV content. Leveraging organic-style content resonates best within the app, and exploring TikTok's "Top Ads" showcase unveils engaging ways to frame promotions using popular techniques and trends.