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TikTok SEA Media Guide - Q3 2019 - Shareable
TikTok SEA Media Guide - Q3 2019 - Shareable
TikTok SEA Media Guide - Q3 2019 - Shareable
Source: eMarketer 2019 January, articled by Caroline Cakebread Source: eMarketer 2019 January; WARC, Being effective
in short-form video Part of the marketer’ s toolkit 2019
Mobile Ads forecast in Southeast Asia
Mobile Ads have become the Mobile videos Ads in SEA are even more
mainstream and continue to increase effective than other market
10% 125%
More time using mobile Mobile watch-time
internet in SEA than growth in SEA
market in the world
TikTok is the world's leading destination for short-form mobile videos. Our
moments that matter, directly from the mobile phone. TikTok enables
For You Feed Discovery Page Video Shooting Profile Page Notification
TikTok leads global app downloads
Facebook
219s
16%
6.8% 1 14.5% 1
Reddit TikTok Facebook Instagram
Instagram 178s
1.2%
150s
4% ■ 3% 1
.
Twitte Reddit Snapchat
Snapchat r
79s
star
morning
Ho Chi Minh
location
idea
durian _____________ hot
elephant hOL
festival
Not Just Feeds, They Are Feeds For You
More Personalized
Based on unique intelligent machine learning technology, you can
see personalized content recommended for you
More Accurate
It constantly learns your preference through video viewing and
interaction behaviors; The longer you spend time with TikTok, the
better it understands you
More Diversified
Compared to subscription, you can enjoy broader and more
diversified content you may be interested in
Re-creating in Exceptional Ways
The original idea With pets With life With yourself
Various Ways To Record Life With Innovation Technology
Face Hand Expression
Recognition Tracking Recognition
Video Views: 38m Video Views: 30m Video Views: 35m Video Views: 38m Video Views: 14m
Hot Topics Differs Among Countries
Users keep changing their topics and follow the new trends of social media: Vlog becomes popular than ever before
Gaming dropped
Sports dropped out Talent dropped out Malaysia
[—of Top 5 I—of Top 5
Vietnam • TOP1: Comedy
• TOP2: Fashion
• TOP1: Vlog Ệ
• TOP3: Talent
• TOP2: Comedy
• TOP4: Vlog
• TOP3: Gaming
• TOP5: Food
• TOP4: Food Ậ
• TOP5: Fashion Sports dropped out
I—of Top 5
Favorite Branded Effects in SEA
Malaysia
Efts;
meow dance Selfie Falling heart Neo cat Smileme MY makeup Magic wipe Tear Falling heart Flower fairy
Indonesia Vietnam
Flowerring ID makeup CHIC Crown kitty Discolor love Wipe beauty Nails Smile face Devilize Love U 3000
TikTok Influencers in SEA
Indonesia Thailand
Vietnam
Trà Đặ ng Trầ n Dự Malaysia
findyyyy_ n.frrah
1.7m+ Fans 1.6m+ Fans 543k+Fans 430k+Fans
Ad recall
Brand Takeover or In-Feed Ads only Do you recall seeing branded content for
[brand/product name] on TikTok in [time] ?
Integrated Campaign: Hashtag Challenge + Brand Takeover and/or In-Feed Ads
Awareness
How familiar are you with [brand name] ?
Association
Which of the following brands do you
65.7% associate with [description] ?
Favorability
How much do you like [brand/product
name] ?
40.1% Preference
Which of the following
[brand/product] is your favorite ?
12.5% 14.4%
Data source: 27 brand lift survey cases (2 US, 1 IN, 24 JP), July 2018-Apr. 2019
TikTokAd Offerings
; Ì(
Drive Your Brand Engagement Grow Your
f
Business on TikTok
Brand Lift Study
Lift Your Brand Awareness Effectively measure and optimize brand resonance on TikTok
I J
High-efficient Conversion
• TopView NEW
• Branded Hashtag Challenge • In-Feed Ads
• Standard Hashtag Challenge
• Brand Takeover • Hashtag Challenge + Effect NEW • Targeting
• Takeover (CPT) • Global Hashtag Challenge • Users targeting methods
• Regular Takeover (CPM) • Custom Audience
• Lookalike Audience
• In-Feed Ads • Branded Effect
• In-Feed Ads (Diversion) • Standard Branded Effect • oCPC bidding
• In-Feed Ads (Account) • Premium Branded Effect
• Voting Cards • Cosmetics
• Interactive Cards
• Facial Distortion
• Premium Badge
• Raindrop Control
• Super Like
• Hair Color FX
NEW
• 3D Head
NEW
Ị ___________________________________ ' Effective to landing page
Increase brand awareness 1^ Improve the consideration I
Expand target audience t
Enhance the key message
Increase engagement rate j
AD Products Available List
Thailand V V V V V V V V V
Vietnam V V V V V V V V V
Malaysia V V V V V V V V
Indonesia V V V V V V V V
TikTok AD
Brand Takeover
In-feed Ads
Premium Badge
Super Like
Link
25% 100%
Horizontal Vertical
video video
Importance of Vertical Video
Smartphone users
consume content
only vertically
90%
Qy Completion rates
compared to *Jx
horizontal video
• The must-see placement upon opening TikTok, enjoy 100% SOV on splash screen,
display your ad in a noise-free environment
Remark: Showcase with permission from OPPO (India Market) For more details please check our Ad Sp
Brand Takeover
Increase brand awareness and maximize your ad’ s impact with a full-
screen takeover.
Malaysia X X X X X X
Thailand V V V V X X
Vietnam V V V V V X
Indonesia X X X X X X
In-Feed Ads
Leverage the native in-app viewing experience with branded
video content embedded in ‘For You’ feed
Landing Page
Music Page
In-Feed Ads
Regular Format Engagement Formats
Remark:
1. CTR increase is calculated based on ad testing in India market.
2. For more details please check our Ad Specs.
A conversational card format that enhances your branded content,
leads to multiple destination pages and increases CTR
• Enable brands to initiate a conversation with consumers and drive interests to click
and learn more
• Intrigue users to engage and vote; the button will discolor once clicked, users get to
see the real-time voting results
• Premium Resource: Only available to brands who reach threshold price in the market
Remark: Please confirm with sales team about detailed selling policy of Premium Badge.
NEW in Q3
Super Like
An innovative ad format that delights and surprises users by
rewarding the ‘Like’ behavior on brands ad
• Delight those who show interest in your ad by rewarding ‘Like’ behavior & engagement
with ad content, full-screen floating hearts with branded elements are triggered and
displayed
) Provides additional presence of branded key message, no matter where you see the video
on TikTok (e.g. Hashtag Challenge Page, Brand Effect Page, Music Page, Favorite etc.)
k Premium Resource: Only available to brands who reach threshold price per market
Click on the ‘Like’ icon or Remark: Please confirm with sales team about detailed selling policy of Super
double-click on the screen
In-feed ads (Account) Leverage in-app viewing experience and direct users
to Brand Account or Music Page
One day max: CPT The first in-feed video ad shown to users Mass reach;
May enjoy spillover benefits
Brand premium: CPM Randomly placed among the first 130 videos Flexible purchase; Support targeting
n-Feed Ads Targeting
Trending Content
OS Gender Network Region Age Targeting
Malaysia V V V V V V
Thailand V V V V X V
Vietnam V V V V V V
Indonesia V V V X X V
In-Feed Ads
Trending Content Targeting
The new feature enables brand’ s In-Feed Ads to be placed in between the TOP 5% most popular videos on the
platform.
Noted: Example of the ad placement when users scroll down their video feed on TikTok
user user Popular Popular user user user user user
content content content content content content content content content
Note: CPM, for the specific purchase level, please confirm with our sales manager based on the delivery date.
Third-party Measurement
A unique engagement solution on TikTok that taps into the power of UGC
Hashtag Challenge capitalizes on our audience’ s natural tendency to create and share
content. Brands can build affinity by turning users into co-creators.
Inspire UGC: Call for users to create high volume of user content
SEE TRANSLATION c
ct iginal Sound @Han SaraOl * ID: hansarạ.
Note: Total engagement of hashtag challenge videos is divided by video views of hashtag challenge videos
Say something
Data source: TikTok Global(markets have hashtag challenges, China excluded) Jan.26 th 2019
Hashtag Challenge+ Effect
• Provide optional function that can direct users to landing page for story telling, leads
collection, or sales promotion
Remark: only when clickable effects is applied Data source: internal data, performance of 19 cases of branded
hashtag challenges from Apr. to Jun. 2019
One brand one voice. Engage global audience and build strong brand
• Elevate your efforts with a global campaigns to build strong brand equity across
multiple markets
User Flow
Brand takeover Video Shooting Discover Page
Saw the featured brand Brand banner in the
music or effect in music carousal or brand hashtag
page or trending effect in the trending hashtag list
Challenge Page
Incentives and details of Participation
branded hashtag challenge
Brand
takeover
15%
In-Feed Ads
Premium
Badge UGC Video
impression In-feed Ads
click rate generate click
(With Premium
Badge)
Case: OPPO F11Pro Campaign: #LightUpF11Pro
Marketing strategy: Using cash reward to
stimulate UGC
• Dance gesture to display KSP of product
• Ad product: Takeover + In-Feed ad + Hashtag
challenge
7K 6M 13K
Challenge Challenge Total real
video video view comments
submission
recognition technology
• Bridge your brand and users with fun and memorable interactions
40%
have uploaded videos on TikTok
47%
of them have applied effect
Sponsor display
Landing page
Click on pop-up
landing page
Branded QR code
Effect inside
(demo only)
Ad Metrics
Brand Takeover TopView In-Feed Ads
• Impression • Impression • Music Clicks
• Click • Viewable Impression (>2s) • Hashtag Challenge Clicks
• Unique Reach
• Skip Ads & Skip Rate • Click • Homepage Visits
• CTR • Impression
• Reach • Viewable Impression (>2s)
• Skip Ad • Click
• Total Video View • CTR
• 3-sec/10-sec Video View • Reach
• Video Played to • Video View/Unique Video View
25%/50%/75%/100% • 3-sec/10-sec Video View/Unique
• Average Watch Time Per Video Video View
View/Impression/Person • Video Played to 25%/50%/75%
• Total Engagement • Video/Unique Video Watched at
• Engagement Rate 100%
• Likes • Total Watch Time
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Brand Lift Study
• L
Selectable survey partners, TikTok or third-party
P&G '°£EAL yHL/EiDO meiji
• Comprehensive investigation of standard ads and nonstandard ads
Hashtag: #EraofLIVE
High-efficient conversion
Performance Ads
For diversion ads, click the profile logo, nickname, ad caption and left slide to enter the landing page 2
For native ads, click the profile logo, nickname and left slide to enter the personal page, click the ad caption to enter the landing page 2
Guidelines Solution
I I
I
___________________________________________________________________
Videos uploaded to our platform
X Nudity or sexual activity