TikTok ramps up its ad solutions with smarter targeting and product discovery

TikTok ramps up its ad solutions with smarter targeting and product discovery
Image Credits: Mira Como Hacerio

TikTok is launching a new ad suite called “Shopping Ads” to make it easier for content creators and brands to advertise their products and services on the platform. Currently, the company is testing three new formats of “Shopping Ads”, including Video Shopping Ads, Catalog Listing Ads and LIVE Shopping Ads.

In their blog post, the company said: “Shopping Ads is a simpler, smarter and more advanced ad solution that helps brands meet shoppers wherever they are in the purchase journey, sparking demand and boosting sales.”

Video Shopping Ads provide dynamic experiences based on the shopper’s purchase intent, with smarter targeting capabilities and optimized ad delivery. Combining the best of its current Dynamic Showcase Ads and Collection Ads solutions, the new format allows advertisers to highlight one or more products in their in-feed video ads, and automatically create a landing page for these products. Video Shopping Ads have been deployed globally for beta testing.

Catalog Listing Ads lets advertisers promote their products beyond the For You Page, across shoppable surfaces like “Recommended Products” or “Related Products” on TikTok, where users with relevant interests can easily discover them. They are currently being tested in the United States.

Lastly, LIVE Shopping Ads allows advertisers to direct users from the For You page to their LIVE Shopping event. They are currently being tested in the U.K., Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

The new ad suite is part of TikTok’s efforts to expand its ad-driven experience and establish itself as an e-commerce platform last year. In May of this year, the company also launched two relevant ad products.

The first is called “Branded Mission”, a feature that allows advertisers to crowdsource content from creators and turn top-performing videos into ads, and gives creators rewards for videos. The second is a a contextual ad solution called “TikTok Pulse” that gives advertisers the ability to showcase their brands’ content next to the top 4% of all videos on TikTok.

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