TikTok Refresh Training 2023 + New Product Updates

CONFIDENTIAL & PROPRIETARY
Audrey Tran Dung Ta

Agency Solution Manager Agency Partnership Manager
1
Agenda

01 Reservation Ads
02 Self-serve Ads
03 New Product Updates
04 Q&A (5-10 mins)
2 2
TikTok Ads Family
for all your marketing needs
Reservation Ads In Feed Ads (Self-serve)
Branded Effect Branded Mission TopView Reach & Frequency Auction
Co-creation Crowdsource Plan your Simple, flexible &

Top of feed,
through dynamic TikTok Creators campaign roll out efficient ad
Top of mind
creative effects and boost at scale with locked CPM buying
Introducing
TopView

Everything on TikTok starts with TopView
Organic TikTok
Content #1 Content #2 Content #3 Content #5
zzz
TopView Top Feed

Content #0 4th video
‹#
›
TopView
Make a splash as the first
video upon app launch.
How it works

● Full-screen video-first format with sound on
What’s new: ● Top placement that starts before the ‘For You’ feed, and then
seamlessly transitions into the feed
CPM buying
method with ● Immersive native experience to engage audiences
more flexibility
in budget & Why use this
targeting
options ● Safe and secure - your brand appears as the first content
users see upon launching TikTok
● TikTok’s most premium placement - a billboard in your pocket
to capture user attention with guaranteed impressions
Guaranteed High Broad targeting Brand-led

impressions with attention audience content
min spend* ‹#
›
*Minimum spend differs by market, according to rate card.
Breaking down a TopView
First 3s 4-60s

Seamless
Maximum Transformation Immersive
Awareness Experience
Grab consumers’ ± ± Engage audiences with
attention with impactful multiple destination
opening and sound-on options
experience
• Embedded in ‘For You’ page
• Supports like, comment,
• Full-screen Display
share, visit brand account
• Sound on
homepage or music page
• Allow ‘Skip’ ad
• Followed by the most popular
content on TikTok
Flexible buy, predictable delivery
How CPM buy works
Monday Wednesday Saturday

● Impressions are reserved on a per-day
basis
● Fixed CPM rate
● Flexible budgets above a minimum spend
(varies by market)
CPM
With TopView CPM, advertisers get to define their audience
Impressions
and choose the number of impressions that best suits their
campaign goals.
Combined with guaranteed delivery mechanism, campaign

results can be forecasted in high accuracy early in
campaign planning and booking stage.
8
*Max 3 TopViews per brand, per 7 days for the sake of user’s ad experience
TopView & Ad Recall
Purchase best practises Purchase more impressions on TopView to increase the average
frequency to reach your audiences in the most effective and
impactful way
● Higher frequency brings higher Ad
Recall, with diminishing marginal
returns.
Optimal Reach

● TikTok’s recommendation for optimal frequency
Ad Recall is 2 to 3 frequencies per 2 to 3
campaign.
Average Frequency
More impressions
Reach
2.7
=
2.2
Higher av. frequency
= 1.7
1.2
Improved ad recall
25% 50% 75% 100%
% of impressions 9 9
Source: Internal TikTok data Example data, results may vary
Introducing
Branded

Mission
10
Introducing
Branded Mission

An industry-first ad solution that drives
brand equity, community
engagement and creator discovery by
incentivizing creators to produce
branded content in exchange for
potential rewards - cash and video
videos.
11
How it Works
A 3-in-1 ad solution delivering brand impact

through authenticity at scale.

Crowdsource Transform Drive brand
authentic top- affinity with
content from performing guaranteed
diverse videos media
creators as ads impressions
12 12
Guaranteed
Delivery

● Guaranteed delivery Select the top performing user generated content to
on the impression convert into UGA and supercharge your campaign
● Flexible impression performance with guaranteed impressions.
buy
Here are a few reasons why you show add additional impressions:
Our data has shown that:
● Higher impression >> Higher engagement rate
● Higher impression (~10m impression)> Stronger BLS result on
Ad recall*(+56.3%)
○ *Ad recall +56.3% is result from 4 sample sizes in closed beta US market.
13 13
Crowdsource
Creativity at

scale
You can sit back while the creators of all sizes
Branded Mission enables your work their magic through their authentic
brand to launch your own creation based on the mission requirements
casting call inviting TikTok’s
you set.
creator community!
And all you have to do is to sign off on which

videos you want to award the boosted video
views and cash 💰
14 14
Brand ambassador
Organic UGC Brand resonator
Traffic

Not only can the eligible UGC organic traffic amplifies the impact of
creators join the campaign,
your boosted traffic.
TikTok users who are inspired
by the UGAs can also join in on
the fun through the For You
Boosted videos created by eligible UGC videos created by
Page or BE/HT page if you creators participating in a Branded TikTok users who saw the boosted
Mission and selected by advertisers Branded Mission UGA in their FYP or
bundle with a Branded Effect HT/BE pages
or branded Hashtag.
15 15
3 Entry points to join a Mission
How it Works
Creator flow Mission

center
HT/BE
page
Notification
box
for Mission

01
Mission Center
For existing TCM creators who
have already signed Mission
terms
02 HT/BE Page Feature

For eligible users
03
Notification Box
For a subset of all eligible users
in country
*The Hashtag and Branded Effect “HT/BE” Pages are optional After clicking on the check/join button from the entries
*Product text is subject to change listed above, creators will be directed to Mission Page
*Check out ad specs for more demo pics to submit a mission video
How it Works
01
All entry points
Mission Center
Notification
02
lead to the Mission Notification box
03
Page

BE/Hashtag
bundled page
Eligible creators will be

able to view the Mission
details and join, while
general users will be view
all campaign info and
learn more about how to
qualify in future.
Mission Page
With brand safe content due to a
multi-layered vetting process

Trust and Brand Mission
UGC Entry Ad
Safety Requirement Compliance Eligible for
Safety
Review Review
Review Review boosting
Review
Advertiser decides to
All submissions Video data constraints Meets TikTok Meets brand safety Video applies Mission Video meets
boost the video or not.
music/effect/hashtag community guidelines and suitability requirements, uses the requirement to be an
or @advertiseraccount, guidelines BE, includes Music, ad
not containing sensitive shows brand logo or
words product etc.
Not all videos need to
apply all
requirements to be
eligible for boosting
Eligible creators + Ineligible creators Eligible creators only
Packages & Add-ons
Brand Mission standalone:
New ability to DIY your media plan
1 2 3

Select a Consider Plan the
mission optional campaign
package add-ons roll-out
Step 1: Select a Mission package
What’s included
Lite
Placement

● Branded Mission Page 5M impression for Mission Ads
● In-app entrance for creators: $8,900
○ Mission center
○ Push notification to
eligible creators
Standard
Mission Ads Impression
● Select creator submission to 10M impression for Mission Ads
boost during campaign
period (max 45 videos)
$16,200
● Guaranteed impressions
Campaign flight period Mega

● 6 days as default
● Ability to extend up to 12 days 20M impression for Mission Ads
for added impressions
$32,400
Step 2: Consider optional add-ons
Mission Ad Impression Branded Effect (BE) Hashtag Detail Page

Reach Co-Branding Display
Increase your brand SOV by Bring the magic of your brand Customize the display of your
purchasing additional with the purchase of bespoke #hashtag page (with CTA button
impressions for added boost to effects that transform UGC into and external link) that will house
your Mission ads unforgettable experiences all video submissions
Impression (CPM): What’s included: What’s included:

- $1,780 Per 1M impression for Lite - BE Production - Hashtag Page (Mission flight period*)
- $1,620 Per 1M impression for - BE Page (Mission flight period*) - Video moderation (Ability to pin-to-
Standard/Mega package - BE Panel (first 3 days for in-app top, pin-to-bottom or detag videos on the
placement on the effects panel is first- Hashtag page during Mission flight period)
come-first-serve)
Choose between:
- Standard Branded Effect
- Advanced Branded Effect
Available add-ons
Expand the possibilities of Mission with a

range of add-ons
Branded Mission add-ons
Hashtag
Emoji
Branded Effect Quick Effect Hashtag Emoji

Generate more relevant and Integrate your product or Stand out with a custom
on-brand videos through high brand logos into your brand emoji
impact visual storytelling. campaign for more
consistency.
Additional Impressions*
Leverage flexible impression add-ons to
increase scale *Additional impressions are only available for Branded Mission
**The only add-ons for Interactive Mission include the panel placement,
BE Detail page and logo sticker..
***Panel Placements are limited and offered first come first serve.
Introducing
Branded

Effect
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Why Branded Effect?

Enhance
Captivate Stand out from storytelling
users and the crowd with with
drive unique animations,
engagement branding filters & AR
effects
There are 2 options for Branded Effect
Types of Branded Effect
Standard Advanced

2D elements, makeup 3D elements, clothes try-on, gamified
Lower Cost Higher
Lower Interactivity Higher
Shorter Production Lead Time Longer
Lower Required Creative Expertise Higher

Offered free with
What other Effects are there?
Branded Mission!
Quick Effect Community Effect Branded Effect

Easy, fast, free way to Create effects that are Co-create TikTok videos through
integrate brand elements organically distributed dynamic creative effects and
into Branded Mission and interacted with boost to a wider audience
*Community Effects may not include brand

logos or any branding assets, unless given
💡 See full Effects Offering portfolio here explicit permission by the brand or IP holder.
Differences between Branded Effect
and Community Effect
Branded Effect Community Effect

Branded
Better Better
Mission videos ad recall
+

Branded
Effect
70 %
12 %
Advertisers who added With Branded Effect,

Branded Effect to their the ad recall result of
Mission campaign have Mission campaigns
boosted 70% more UGAs increased by 12%
29 29
s
on goal
it based
e
tomiz
Step 3: Plan the campaign roll-out
Cus
Strategic initiative Organic Paid

Build awareness Drive brand preference
Marketing objective & engagement
& Follower growth
Branded Mission,
TikTok Solution Organic video post TopView, R&F
Messaging Core brand/product benefits, Core brand/product benefits,

How to participate (create video) How to participate (create video)
Creative Treatment Teaser, Tutorial, BTS Top-performing creator content
Desired Outcome Views, Followers Views, Engagement, Mission

video submission, BLS results
Let’s imagine a client scenario…
VV and reach Need Gotta show off

is my KPI! Creators… my product!

You want attention You want to try a You want creator
on TikTok for the Branded Mission in videos to be highly
day of my new Vietnam to relevant and
product launch crowdsource showcase USP of your
creator as ads new product
We can recommend…

Topview Lite package Branded Effect (BE)
You want attention You want to try a You want creator

on TikTok for the Branded Mission in videos to be highly
day of my new Vietnam to relevant and
product launch crowdsource showcase USP of your
creator as ads new product
Total media plan $31,200.72
Topview Lite Package Branded Effect (BE)

$10,800.72 $8,900 $10,000
(TopView min spend for (Guaranteed 5M impressions (Standard Branded Effect
guaranteed 8M impressions) delivered as Mission ads) Production with Effect panel)
$1,500
(Branded Effect Detailed Page)
Reference to client brief on trying out Branded Mission for the first time with requirements for creative production to
include Branded Effects to simulate product usage and trial. For the product launch, TopView is added to own a day.
Common FAQs
Can I organize a time limited event like
Can I select Creators for Branded Mission?
contest/giveaway with Branded Mission?

● No, contest/giveaway is not allowed to be ● No, Branded Mission is suitable for advertisers
associated with Branded Mission due to high with the creative freedom to work with lower-
legal risks. TikTok will incentivise selected mid tier creators to humanize their brand.
creators with free video views and cash too. ● To select creators, TTCM will be a better option.
Is it mandatory to bundle ads (e.g TopView,

R&F) with Branded Mission? How can I extend my campaign?
● No, this is optional for flexibility in media ● If additional impressions for Branded Mission
planning. In H2 2023 rate card, Branded is purchased, the campaign can be extended
Mission can be sold standalone up to 12 days (to deliver the guaranteed
● If you have accompanying ads, it is not for impressions).
driving mass participation since only ● Please check with the TikTok team when
Creators can join a mission. The ads should booking the order.
compliment your overall campaign strategy.
HOW Timeline management
Managing the Campaign

Day 1 Day 3 Day 6 … Day 12
Mission submissions window

Branded Mission 3 days

Video safety review-13 hours after each video
submission
48 hr Mission impressions delivery begins Day 3 - boosting continues until Day 6 up to Day 12
Mission Page live period is 66 days (no submission after 3 days)
TTAM Video
48hr Boost/mark/remove. Boosting starts Day 3 and continues until Day 6 up to Day 12
management
To ensure delivery stability, we are asking clients to 1) choose at least 1 video to boost before the end of the
third campaign date and; 2) choose at least 5 videos to boost before the end of the fourth campaign date; 3)
choose the last video to boost 12 hours prior to the campaign ending time
Hashtag Page [Effective 2H] HT page and Emoji live 6 up to 12 days OR 66 day option
Branded Effect [Effective 2H] BE Page live for 6 up to 12 days or 66 day option
Optional BE panel placement -

3 days
‹#
›
Measuring Success
Measuring Success
Post Campaign Data Available

Key Success Metrics:
● Guaranteed Delivery
● Engagement rate (UGA)
● Campaign BLS Result
● 6s VTR & VV (UGA)
● *Total Video Views (Mission+Add-
ons+Bundles)
*Relevant for Branded Missions bundled with BE or HT pages + additional ‹#

media traffic drivers. ›
Branded Mission
Benchmark References*
HTC Key Metrics BE Key Metrics Mission Key Metrics

HTC Unique Reach BE Video Views UGAs
VN benchmark: 14M~17M VN benchmark: 15M~29M 10M+ impressions
HTC Video Views BE Total Plays Mission Creators

VN benchmark: 18M~22M VN benchmark: 200K~400K 100-120 video creators
HTC Video Creations BE Video Creations Mission Creations

VN benchmark: 2K~5K VN benchmark: 2K~5K 100-150 video creations
HTC Video Creators BE Video Creators

VN benchmark: 2K~5K VN benchmark: 2K~5K
Including any video with campaign hashtag Including ONLY videos with Branded Effect Including creator videos on Mission Page
*Campaign relevancy (Video Views with HTC + BE + Official Music) is 80% - 90%.
Global
Bundling Opportunity
Campaigns Campaigns
bundled with BM VS. without BM
%
+11.9

Awareness
Branded Mission
+9.2
%
BLS Performance
Brand Familiarity/association
+37.8 %
Purchase Intent
Data Scope:
1. Only used the BLS results with 95% significance.
2. Campaigns includes Topview, Rnf & BA
3. Campaigns launched during 1/1/2022 ~11/30/2022 39 39
4. Measured Standard Branded Mission Packaged

Case Studies
Branded Mission Top Case
Vietnam 2022, FMCG
Case Studies
P&G Pampers
#VuDieuTungTang
OBJECTIVES
• To build top-of-mind/ brand love for Pampers among young parents via
a highly engaging challenge
SOLUTIONS
• Branded Hashtag Challenge #VuDieuTungTang featuring a fun dance
and cute head-detecting effect is used to create a key hook for this
campaign, which is highly relevant to target audience. This results in
30M+ Video Views, of which >90% are relevant views (with HTC + BE +
Official Music).
• Branded Music with upbeat, catchy toon is used to drive users’
engagement and brand relevance.
• Branded Mission brings total 213 quality TikTok creators that result in
269 video creations and 11.3K video creations with branded effect.
• Top View is used to create mass reach on first day
• R&F In-feed Ads are used to sustain campaign’s heat by boosting top 10
creators’ videos picked from Branded Mission.
30.1M 799.2K 11.3K +4.0% +3.4%

HTC Video Views Effect Plays Video Creations Ad Recall Purchase Intent
with Effect
Branded Mission Top Case
Vietnam 2023, FMCG
Case Studies
ACECOOK Hao Hao

#NhayCungHaoHao
OBJECTIVES
• To build top-of-mind/ brand love for Hao Hao during Tet occasion and
celebrate its 20 years in Vietnam

SOLUTIONS
• Branded Hashtag Challenge #NhayCungHaoHao is used for this
campaign, which immediately ignites excitement and triggers
participation during Tet occasion. This results in 51M+ Video Views, of
which >90% are relevant views (with HTC + BE + Official Music).
• Branded Music with upbeat, catchy toon is used to drive users’
engagement and brand relevance.
• Branded Mission brings total 114 quality TikTok creators that result in
153 video creations and 6.1K+ video creations with branded effect.
• Top View is used to create mass reach on first day
• R&F In-feed Ads are used to sustain campaign’s heat by boosting top 7
creators’ videos picked from Branded Mission.
51M+ 704K+ 6.1K+ +9.1% +4.3%

HTC Video Views Effect Plays Video Creations Ad Recall Brand Preference
with Effect
TikTok Ads Family
for all your marketing needs
Reservation Ads In Feed Ads (Self-serve)
Branded Effect Branded Mission TopView Reach & Frequency Auction
Co-creation Crowdsource Plan your Simple, flexible &

Top of feed,
through dynamic TikTok Creators campaign roll out efficient ad
Top of mind
creative effects and boost at scale with locked CPM buying
Ads
R&F
Introducing
44

Reach & Frequency
Unfold your brand story
when and where it matters.
How it works

● Native ad recommended on For You Feed
What’s new:
● Achieve branding objectives: Reach
1. Top Feed
placement ● Support multiple demographic targeting, retargeting
2. Multiple
Creative
Delivery
3. Interactive Why use this
add-ons
● Predictability - Accurately predict Reach/ Impression within +/- 5%
delivery difference at a locked CPM
● Advanced features - Multiple Creative Delivery, Interactive add-ons
and Campaign Reach Forecaster
Predictable reach High attention Precise Brand-led

and controlled & interactivity targeting content
frequency audience ‹#
›
Top Feed Ad Placement
Stand out with premium ad

placements

With Top Feed, we offer brands the very
first In-Feed ad slot a user sees, helping
them capture a user’s full attention early
on in a TikTok session.
And there’s more to come. Stay tuned for

more Reach & Frequency exclusive
offerings that place your ads next to high
quality, highly relevant TikToks.
Learn more
46
Reach & Frequency
Innovative placements to determine where ads will appear
Top Feed Standard Feed

Premium
First Random In-

In-feed ad for feed ad for
target target
audience on audience
the throughout the
For Your Feed For You Feed
✅Top of mind ✅Native

✅High attention ✅Blend in the feed
Supported by advanced features
Multiple Creative Delivery Interactive add-ons Campaign Reach Forecaster

✅Standard Delivery* ✅ Story Selection* ✅Gift Code Sticker ✅Predict the reach, frequency and CPM*
✅Sequenced Delivery* ✅ Pop-out Showcase* ✅Voting Sticker ✅Create different media plans for comparison*
✅Scheduled Delivery* ✅Gesture* ✅Countdown Sticker ✅Reserve/book up to 225 days in advance*
✅Optimized Delivery* ✅Super Like 2.0* ✅Display Card
Ads
Introducing
Auction
48

Auction
Deliver brand message to
users who takes action.
How it works

● Native ad recommended on For You Feed
● Achieve branding objectives: Reach, Video View and
Community Interaction
Why use this
● Real-time campaign management- to monitor and

optimize campaign performance
● Short lead time - to plan and execute campaigns
● Cost efficient - with flexible budgets, bids and creatives
No min High Precise Brand-led

spend relevance targeting content
audience ‹#
›
TikTok full-funnel solutions
MARKETING OBJECTIVE AUCTION ADS R&F ADS RESERVATION ADS
Awareness
Reach
TopView
Reach
Branded Mission
Consumer takes notice

Branded Effect
Video Views
Consideration Community
Interaction
Consumer takes
interest Brand Auction
Traffic
Lead Gen
Conversion App
Promotion
Consumer
Web
takes Conversions
action
Product Sales
MEASUREMENT
TikTok Confidential & Proprietary
1. Reach
Reach the maximum number of people within your target audience with the most efficient pricing

Billing Events Optimization Reporting Frequency Capping
Goal
Impressions
Impressions (CPM） Reach 1-per-14-days (min)
Reach
Clicks
…
51 51
TikTok Confidential & Proprietary
2. Video View
Optimize for high watch times and engagement by delivering your
message to attentive and relevant audiences

Billing Events Optimization Main Reporting
Goal KPI
🙅N
VTR OT
Views + Engagements
(CPV)
6s View
OR Engagement
CPV C PM
CPFV
!
52 52
Focused View drives brand impact by optimizing for two
different kinds of engagement
An Focused View is counted if a user views an ad for 6s or more OR a user initiates any positive
engagement event within the first 6s (whichever comes first)

Targeting users who are
Emotional Engagement via content more likely to view your ad
consumption for at least 6s— Focused
View optimizes for users who
consume your content
Targeting users who are more

Tangible engagement via likely to engage with your ad by:
user interaction - Sharing
- Clicking (including
hashtag, anchor, music
and interactive add on
clicks)
53
54
3. Community Interaction
Grow your Activate it with
Account with Profile Visits
Followers
Profile Visits
Followers Drive brand exploration
Grow your TikTok
community
‘Standard video’
Beta Live Traffic Driver
Community
Interaction to LIVE Enter the liveroom
Drive many users and effective live views in real-time.
Product Details
● Runs exactly when the livestream starts and ends
● 2 optimization goals to maximize Livestream
performances based on advertisers’ objective:
○ ‘Click’: optimize for number of users entering
the LIVE
○ ‘Viewer Retention’: optimize for number of
users staying and watching 10+ sec
● 2 creative formats:
○ LIVE Video = real-time extract of the
livestream used as the ad creative
○ Standard Video = a regular Spark ad
Product Benefits
● Get the most cost efficient performances via
auction
● Target your core audience, and optimize their
interactions with your live.
‘LIVE Video’ format
55
Awareness Consideration Conversion
Reach Traffic Web Conversion*
Lead Generation App Promotion
8 auction products Product Sales*

Video View
but 5 are considered Community Interaction
as performance
products! Each
product maps into a
specific client goal!
56
Lead Generation
A new, seamless experience on

TikTok Ads Manager

Instant form
Capture leads to an Instant Form within TikTok,

and sync leads to your CRM in real-time*
Website
Redirect users to an external landing page and

capture leads on your website
TikTok Ads Manager

Instant form
Lead Generation
Instant forms are

designed to impress

Built for Pre-populated Customize Instantly access
mobile fields your form your data
Lighting fast loading Make information Increase Use TikTok Marketing

speed for better user sharing easier for personalization to filter API to connect leads
experience higher completion rate your business leads directly to your CRM
💡 Find out more about Instant forms here

Web Optimisation Solutions
1 Click optimization finds users

who will click on your ads

Get the most out of 2
Landing Page View
optimization
your budget with WEB finds users who will land on
your website
optimization solutions 3 Conversion optimization finds
users who are likely to take
actions on your website
4 Value-based optimization
finds the highest value users
59
Traffic Campaign
Get users to visit your Create a Traffic campaign on
TikTok Ads Manager:
website

Designed to drive more people to visit your website/app
and increase user intent.
For marketers without pixel installation or reliance on sales funnel,

Traffic campaign objective can optimize for Clicks or Landing Page
View as the first step in gearing up scalable and effective visits
onto your promoted website.
Learn more
60
Traffic objectives optimization goals
Optimization Goal Why use it? TTAM Objective Billing Optimization Events

Finds users who Traffic CPC No optimization events.
will click on your Pixel tracking available.
Click optimization ads
Finds users who No optimization events.

Landing Page View click and remain
Traffic (web only) oCPM
Pixel tracking available.
optimization (new) in session until the
page loads
Landing Page View (LPV) is a new optimization goal under Traffic

objective. It is optimizing for a new metric, LPV.
With LPV, the algorithm will try to find users who are more likely to click
on an ad and remain in session until the page loads.
Web Conversion Campaign Create a Web Conversion
campaign on TikTok Ads Manager:
Get users to take

valuable actions

Supports multiple optimization events, and sees 40% - 50%
lower CPA when compared to Traffic objective.
For marketers who are well equipped with pixel, Web Conversion
campaign objective is a prime choice that allows optimization for
conversion and value.
Through full-funnel signals and multiple events optimization, it helps

promote key products sales, and generate higher ROAS.
Note:
Web Conversion campaign objective may
still appear ‘Conversion’ in some ad
accounts on TikTok Ads Manager.
Learn more
62
Here’s an example

RESPONSE They land on client’s website They browse around a bit Maybe they view some products If they like it, they contact And/or then they Register
STANDARD
EVENT* Page View (automatically tracked) View Content Click Button Contact Complete Registration
DROP OFF 100% 90% 50% 25% 10%
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Web conversion optimization goals
Optimization Goal Why use it? TTAM Objective Billing Optimization Events

Finds users who Yes: “View Content, Search,
Conversion are likely to take Web Conversion oCPM Add to cart, Subscribe,
actions on your Registration, Complete
optimization website Payment etc.”
Finds users who

Value Based are likely to take
Web Conversion oCPM Yes: “Complete Payment”
optimization actions on your
website at the
highest value
Conversion Optimization Value-Based Optimization

(Quantity) (Quantity+Quality)
TikTok ads delivery system TikTok for Business ads delivery

will look for users who are system will look for users who
more likely to convert, value are more likely to convert and
per purchase is not taken with higher purchase value.
into account.
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Mobile App Campaign
Get users to install your Create an App Install campaign or
App Retargeting campaign on
TikTok Ads Manager:
app with App Promotion

objective
Designed to drive more people to install your app by
linking directly to your app store page and re-engage
audiences who already installed your app.
Driving to your App Store Page through the App Promotion

objective is the first step in gearing up your campaigns and setting
your app up to successfully optimize for in-app events.
Learn more
Note:
App Promotion campaign
objective may still appear ‘App
Install’ in some ad accounts on
TikTok Ads Manager.
65
App Optimisation Solutions
1 Install optimization finds

Get the most out of users who will install the app
your budget with APP 2 In-app optimization finds

users who will take specific in-
optimization solutions app actions
3
Value-based
optimization finds the
highest value users
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TikTok full-funnel solutions
MARKETING OBJECTIVE AUCTION ADS R&F ADS RESERVATION ADS
Awareness
Reach
TopView
Reach
Branded Mission
Consumer takes notice

Branded Effect
Video Views
Consideration Community
Interaction
Consumer takes
interest
Traffic
Lead Gen
Conversion App
Promotion
Consumer
Web
takes Conversions
action
Product Sales Shopping Ads
MEASUREMENT
Shop Ads solutions
to boost your TikTok Shop’s performance
Video Shopping LIVE Shopping Product
Ads Ads Shopping Ads

Hyper-relevant, shoppable Drive sales and traffic to LIVE Setting up an Always-on
videos across the campaign is now made
#ForYourPage and Following shopping sessions simpler with Product Listings
Feed as creatives
Video Shopping Ads
Hyper-relevant, shoppable video across TikTok

Maximize your performance with this solution built to amplify product

discovery, purchase intent, and conversion with smarter, intent-based
targeting and advanced creative functionalities.
Key Benefits
● Drive sales and traffic to your TikTok Shop by increasing product

discovery, product consideration, and orders
● Customizable features to provide tailored solutions for key marketing

needs
● A closed-loop experience with no pixel implementation needed and no 69
tracking loss for quick and easy analysis of campaign impact
● More sophisticated targeting using Shop Activity Audiences based on

where they are in their purchase journey, for TikTok Shop
LIVE Shopping Ads
Drive sales and traffic to LIVE Shopping sessions

Amplify product discovery, viewership, purchase intent and transactions
with LIVE Shopping Ads, driving users to your LIVE Shopping experience.
Key Benefits
● Boost relevant audience traffic during LIVE shopping
● Optimize for audiences who are most likely to take targeted

actions in the LIVE Shopping session
● LIVE Creative and Video Creative formats provide flexibility in

choosing what works best for your LIVE marketing messages 70
● A closed-loop experience with no pixel implementation needed

and no tracking loss for quick and easy analysis of campaign
impact
Product Shopping Ads
Setting up an Always-on campaign is now simplified

Maximize GMV by using existing Product Listings as Ad Creatives,
giving you a complete solution to now maximize GMV across all
selling channels or formats.
Key Benefits
• Use product images & information in ads without requiring additional content
development, running Always-on campaigns is now simplified
• Dynamically select product to match audience purchase signals across new

shoppable placements
• Directly optimize for Return on Ad Spend (ROAS)
• Seamlessly create, monitor and optimize ads in Seller Center
71
Hyper-relevant, shoppable videos
Commerce across the For You Page
Unlocking catalog potential
Maximize your performance with this solution built to amplify product
Video Shopping Ads discovery, purchase intent, and conversion with smarter, intent-based
with Catalog targeting and advanced creative functionalities. Drive users from the
FYP to point of purchase and maximize your performance with VSA, built
to amplify product discovery, purchase intent, and conversion with
smarter, intent-based targeting and advanced automation features.
What’s new in 2023?
Simplification: DSA, Collection Ads, and Catalog Listing Ads consolidating into
VSA under a single objective: Product Sales
Performance: Leverage Value Based optimization, mSite retargeting, and

improved user journey features like Dynamic Destination and
Dynamic Format.
Automation: Fully automated, smart functionalities including creative

automation and dynamic product landing pages
Product catalog and advanced signals are required for Video Shopping Ads
Availability
Video Shopping Ads with Catalog:
● Global testing available now (Closed Beta)
● Target GA date of Q2 72
Here is how you choose TikTok performance solutions
1 2 3
Business Focus on optimizing for Conversion Focus on driving Sales

Focus on driving Traffic
Goal (user actions on Web/App) (TikTok Shop/ Brand’s owned website)
Conversion Product Sales

Traffic
Objective Optimize for View Content, Submit form, Optimize for Complete Payment, ROAS,
Optimize for Click or Landing Page View
Complete registration, etc. etc.
Primary
CPC, CTR CPA, CVR CPA, CVR, GMV/ROAS
KPIs
● Traffic Objective ● Web Conversion Objective (for ● Product Sales Objective

● Deeplink to Ecom marketplace web advertisers) ● TikTok Shop
Key
(Lazada, Shopee, etc.) ● App Promotion (for app ● TikTok Pixel/ MMP/ API (if sell
Products
● Product Sales Objective (optimize advertiser) product on Brand’s owned
for Click) ● TikTok Pixel/ MMP/ API website)
Connect with your users through TikTok’s
immersive In-Feed Ads
In-Feed Ads
TikTok‘s auction based ad format. Showing up in users’ For You Feed.
+ Add-Ons for In-Feed Ads (optional)
Enrich the ad experience & increase CTR and CVR.

Non-Spark Ads Spark Ads Instant Page Interactive Add-Ons
Standard in-feed ad format Leverage content from your A seamless web page A collection of interactive
that takes advantage of full- or a creator’s TikTok account, experience on TikTok that call-to-action elements such
screen, sound on and leading to higher smooths user journey from as countdown sticker, gift
immersive user experience engagement rates. ad to your website code sticker
74
Spark Ads vs Non-Spark Ads
(In Feed Video)
● Linked to organic account ● Not linked to organic

● Leverage content from account
your or a creators’ ● Use creative tools
accounts available in TTAM
● Higher engagement rate
● Increase followers &
organic presence
Account
Page
Engagement Landing Engagement
Page
Landing
Page Music Page Music disc & name
(if clickability enabled) not clickable
Only shows as
‘Promoted Music’
75
Compared to Non-Spark Ads, Spark
Ads win in the following key metrics:
Performance
:2s View Through Rate +102%
Instant Ad
Performance
:6s View Through Rate +157%
Spark Ads enable brands to triumph in
the performance of ads across branding
objectives to meet advertising goals.
Completion Rate +134%
Engagement Rate +120%
Data source: 2022 Spark Ads Internal AB Test Result Data - Brand Auction 76
Tap into the power of Spark Ads with Standard or
Ads Only Mode
What
Spark Ads are automatically delivered to both paid ads traffic and all

organic traffic during campaign period by default. To avoid delivering
Spark Ads video to organic traffic and still enjoy the benefits of Spark Ads,
the posting account can leverage Ads Only mode.
Why
1. Create consistency with an organic communication strategy

2. Launch multi-language, global campaigns
3. Work seamlessly with creators
Who
● Advertisers with 1 Business Account wanting to launch a global campaign
● Advertisers wanting to run a creative split test with Spark Ads Creators/Advertisers
wanting to limit the amount of Branded Content on their profiles
77 77
A lightweight web page that sits between TikTok In-
Feed Ads and brand’s landing page
Use TikTok TikTok App TikTok App Advertiser Website
Instant Page to
1 2 3
drive viewership

Compared to non-Spark ads,
10x 11x
Less Dropoff from Faster Load
Click to Page View Times than
standard mobile
web
In-Feed Ads Instant Page Webpage outside
TikTok
User triggers Instant User views fast loading
Page via call-to- page. Easily customizable, User clicks call-to-action
action or card within creating a friction-free on Instant Page and is
the In-Feed Ad. mobile web user redirected to learn more
experience. about the title
Source: Average results from TikTok internal research, 2021.
Alabaster Co Cirkul Lume
Promote a
Single Item

Advertisers promoting a single product,
bundle, event, or sale have had
tremendous success.
While the TikTok Instant Page cannot

showcase all products a brand sells, it
can educate about a single item very
effectively and then drive directly to
checkout or other down funnel pages.
Promoted a Mother’s Promoted a flash sale Promoted a travel

Day gift bundle with starter kit
great success
79
3P Marketplaces/Apps
Single-destination Multi-destination
Use TikTok
Instant Page
as a proxy to

track actions
leading to 3rd-
party
Marketplaces/
Apps
Seamless User Discovery: Loads up to 11x faster than standard mobile web
Improved Event Optimization: Measure and optimize towards button clicks. Better
targeting with richer signals
Easy Customization: Customized creative components and templates for visually
stunning landing pages
80
Add-ons Offering
Premium Add-on for Branding Standard Add-on for Performance

Super Like Display Card
Once they like, go a step further deepen the An attention-grabbing card guides users with
connection. more information.
CTR +16%, Engagement rate +2% PVR +6%, CTR +7%
Pop-out Showcase Download Card

Spotlight your product at the ideal time when Disclose more app information to attract more
Green Belt
viewers are engaged. installs

CTR +45% PVR +6%, CTR +10%
Gesture Countdown Sticker

Delight your audience with surprise gesture to Build buzz around your event with a timer.
elevate your ad. PVR +40%, CTR +47%, Comment rate +13%
CTR +57%
Story Selection Gift Code Sticker

Personalized storytelling that caters to each Boost conversion and drive loyalty with special
person individually to ensure that it resonates. incentives.
Engagement rate +73% PVR +133%, CTR +208%
Shake Surprise (Topview only) Voting Sticker

Engage your audience with fun shaking the Spark conversation by hearing from your
phone action when they open the TikTok. audience.
CTR +33% Vote rate 5.5%, Comment rate +463%, video
watch time +7%
Tap into interactive add-ons to make your In-Feed ads
more engaging
Countdown Sticker Gift code Sticker Story Selection Voting Sticker
Demo
82
Product Portfolio
Standard Add-Ons Premium Add-Ons
Product Display Card Download Voting Sticker Gift Code Countdown Popout Gesture Super Like Story Shake
Card Sticker Sticker Showcase Selection Surprise
PROPRIETARY
Customized visual isclose more app Spark Attract new users Create a sense of Capture users’ Involve users by Further engage Let your Engage
that is highly information to conversations by or re-ignite urgency for attention by inviting them to users after they audience to users
relevant to your attract more posing a question existing ones by conversions, or maximizing the interact with like your video. choose their through
video reveals installs for users to providing a build anticipation visibility of the your video ads. own path fun phone
more info around answer, and also redeemable around upcoming key element shaking
Overview the campaign. learn about their virtual gift code. events with a through an experience
preferences. countdown timer. effective pop-
out motion.
CONFIDENTIAL &
Availability GA GA GA GA GA GA GA GA GA GA
Auction Buying Auction Buying Auction Buying Auction Buying Auction Buying
Auction Buying Auction Buying Auction Buying Auction: TikTok
Type: Reach, Type: Reach, Type: Reach, traffic(allo
Type: Reach, Type: App Type: Reach, Type: Reach, Type: Reach, video
video views, video views, video views, Ads
video views, Promotion, traffic video views, video views, views, traffic, wlist), app
traffic(allowlis traffic(allowli traffic(allowli Manage
traffic, website traffic, website traffic, website website promotion
Supported Ad Type conversion, app conversion, app conversion, app conversion, app t), app st), app st), app (allowlist) r Only
promotion, lead promotion, promotion promotion, VSA promotion promotion promotion
gen, VSA community (allowlist) (allowlist) (allowlist)
interaction, VSA
URL
R&F Buying Type: R&F Buying Type: R&F Buying Type: R&F Buying Type:
All objectives All objectives All objectives All objectives
require
must be app URL R&F Buying R&F Buying R&F Buying R&F Buying
d
URL required URL optional URL required URL required Type: All Type: All Type: All Type: All
objectives objectives objectives objectives
URL required URL required URL optional
URL
optional
Note: Do not support 3rd party data tracking specifically set for interactive add-ons. *Please contact local sales team for the latest product updates.*Refers to future state as there is no
premium charge to use premium add-ons) ‹
#
›
1P Brand Lift Study
QUANTIFY AD CAMPAIGN IMPACT ON BRAND METRICS
TikTok’s Brand Lift Study is an immersive, in-feed polling

experience, with music and motion graphics that helps brands
quantify the impact of an ad campaign. Brands are able to
gain insights on metrics like:
Ad Recall Attitude Intent
Awareness Favorability
This helps brands make informed campaign decisions that

allow them to optimize future campaigns.
AVAILABILITY
General
Availability
Source: TikTok Global Norms October 2020 - May 2021 84

Viewability & Invalid Traffic
Brand Measures the opportunity for a brand ad to be seen by real people
Safety & Ad Moat DoubleVerify IAS
Verification

Brand Safety
Tools to ensure ads are seen adjacent to content deemed suitable by
industry standards.
TikTok Inventory Filter IAS Zefr
Delivery Verification
Measure for impression delivery and clicks.
MMP Adform DCM Flashtalking Sizmek
85
TikTok Inventory Includes all eligible content
on the platform which has Full
Filter Solution gone through moderation

against our Community
Guidelines
Inventory No additional
exclusion and
therefore no
TikTok Inventory Filter solution is built on impact to cost
the following criteria to create three levels

of control:
1. Guidelines
Excludes high risk content
Standard
Inventory
$
against 16 TikTok categories
TikTok’s Community
2. Brand
GARM Brand Safety and

Suitability Framework Limited
Excludes all Brand Safety Inventory
Floor, High, Medium, and Content excluded and
3. Moderation impact to cost
Low Risk content against
16 TikTok categories
Machine Learning
All timelines are tentative and subject to change 86

VN Market PRE-CAMPAIGN POST-CAMPAIGN
TikTok Brand

TikTok Inventory
Filter
Safety Suite Pre-Campaign
General Availability
Post-Campaign
General Availability
Our brand safety solutions ensure
that brands' campaigns run
adjacent to safe and suitable
content, further enabling them
more control and opportunities to
connect with their community in a Post-Campaign
trusted environment. Beta (Sign-up with us to
get allowlisted)
Note: Please contact our sales/client solution representatives for more info on current availability and timing. 87
Product
H1 2023
Sign-up to get allowlisted
Branding Drive brand impact by optimizing for video

Inspire a Captive Audience views and engagements through in feed
video ads.
Focused View 15s
Focused View is a new video view objective on TikTok. The Focused View
optimization will deliver ads to users who are most likely to actively
engage with an ad through active views or ad interactions and clicks.
15 Second 15 Second Focused Video View is the newest premium

Optimization: addition to our Brand Auction suite. For select advertisers
who value the power of a longer story, FV 15s delivers on
longer watch times and higher completed views. This
allows advertisers to get the engagement power of
TikTok while optimizing for longer watch time.
FV 15s will deliver ads to users who are most likely to
actively engage with an ad through extended watch
times. Note that this product is designed exclusively for
advertisers demanding longer and/or completed views.
Availability
● Alpha in Jan 2023
● Beta in March 2023
● GA in H2 2023 for select advertisers or agencies w/ min TikTok
endeavours
89
Performance
Driving Scalability Search Ads capture high intent TikTok users

Search Ads Toggle based on where they are in their user journey.
Search Ads are native-looking, and located within TikTok's search
results page.
Search Ads provide a unique opportunity to offer rich, relevant
information and experiences to our users. Users may search on TikTok
to find new content, resurface older content, or look for the latest hot
trending items or ideas. Search Ads provide TikTok, users and
advertisers alike, a new way to assist and enhance the user journey.
More comprehensive Search Ads offerings, including keyword targeting,

dedicated search campaigns, and planning tools are expected to be in testing
H2 of 2023.
Availability
● Toggle in Open Beta end of H1 2023 globally
● Objectives: Auction Traffic, Web conversion, App promotion,
Lead generation
90
toggle on for search ads

TikTok
Include search results ?
Search Placement Toggle On Automated

TikTok search ads show “On” by default for all new Uses existing campaign
on TikTok search results campaigns* setup information and assets
*requires allowlisting
search terms reporting in
search ads

Search Terms
Search term reporting

provides insights by search
term, alongside relevant
metrics such as cost,
impressions, and more.
negative keywords in
search ads

Negative Keywords
Advertisers have the option

to add negative keywords
per ad group. Negative
Keywords are commonly
used to help manage
performance and for
brand safety optimization.
Match types (broad, exact,
phrase, etc.) are
supported.
Performance
New Ad Format for In-Feed

Leverage carousel format to reduce the
Carousel Format production cost to create ads.
Carousel format allows advertisers to re-use the image creatives from
other platforms and reduce the creative production cost. Meanwhile,
drive product level targeting with carousel by featuring products
directly from your catalog, creating a smooth shopping experience for
potential customers.
Carousel format will open to beta test globally in H1,

supporting performance auction ads
Availability
● Carousel for performance auction: Open beta in Q2 2023
94
Beta Launch Details
Available regions All regions selling performance auction ads
Supported ad types Auction Traffic, Websites conversion, App promotion

Placement support both automatic placement and TikTok only placement. Please note when select automatic
placement, it will filter out Pangle and TBNR traffic.
Supported ad format Non-Spark Ads / Spark Ads (not yet, TBU)
Setup method TTAM self-serve setup
Allowlist Required, please consult your local sales team for allowlist process.
Reporting metrics Additional metrics released on TikTok Ads Manager for impression and click of each image asset.
Other supporting info ● Doesn't Support ACO

● Doesn't support SPC, CBO
● Only support select music from the library for the close beta launch, music upload will be
supported in the future.
● Doesn’t support viewability and brand safety track.
● No split test logic applied
Commerce
What are Product Shopping Ads?
Product Shopping Ads Product Shopping Ads will help sellers maximize GMV by using existing
Product Listings as Ad Creatives, giving them a complete solution to
now maximize GMV across all their selling channels/formats
Performance: Automatically use PDP images & information provided in seller

center, without requiring additional content development
• Directly optimize for Return on Ad Spend (ROAS).
• Easy set up to maximize GMV with minimum ROAS control.
• Seamlessly create, monitor and optimize ads in Seller Center.
Availability
Video Shopping Ads with Catalog:
● Global testing available now (Closed Beta)
● Target GA date of Q2 96
Monthly
TIKTOK
TIKTOK 01 alpha
Sneak peeks to Alpha and Beta
beta
PRODUCT UPDATE product releases
PRODUCT
WEBINAR SERIES
UPDATE 02
launched
Recently launched
Melanie Koh
products
Adrian Raditya
WEBINAR SERIES Regional Agency Indonesia Agency
2022
Solutions Solutions
OPEN FOR ALL MEDIA AGENCIES

Updates of product portfolio and
Confidential & Proprietary

03
phased product transitions
Every last Wednesday of the month

03.00pm to 03.45pm
Webinar link will be shared after

registering RSVP NOW
Account Director | Media Manager

Media Planner | Ad Operations
97 |
Appendix

Media Framework
for your reference
| 99
Media Buying Framework by Campaign type
NEW PRODUCT/ TARGETED ACTIVITIES
KEY BRAND CAMPAIGN AWO Campaigns
PACKAGING LAUNCH (Lead gen/ Promo/ Traffic)
Mass reach & engagement Mass reach & engagement Precisely target at certain Sustain brand conversation
Objectives Build TOM & Brand love Recruit & build frequency audience group to acquire & build follower base
data/ drive traffic to Ecom
PROPRIETARY
• Topview
• HTC/BE + Branded Mission • R&F (Top/ Standard R&F (Standard Feed) or
Awareness Top View + R&F
• Top View + R&F Feed) OR Auction Auction Reach
Reach/VV
TikTok Auction Video View/ Auction Traffic /Lead Gen/Search Ad*

Consideration Auction Video View/ Traffic
Solutions (beta)
& Engagement For Core Audience
For Core Audience
CONFIDENTIAL &
• Lead Gen/Conversion
Conversion
• Shop Ads: VSA + LSA à link to TTS
(Optional)
OR Auction Traffic à link to other Ecom sites
• HTC Branded Mission: Reach 14M-17M; VV 18M-22M; Qualified creators 100-150

• Branded Effect: VV 18M-22M; BE Plays 200K-400K; Video Creations 2K-4K
Benchmarks • Topview: VTR 2s 44.51%; VTR 6s 14.31%; CTR 2.6%
• R&F: At least 50% Reach, At least 3-4 weeks length up to 9 weeks; fre: 2/ weeks/ Reach: 15M-17M (Nationwide)/4M-5M (HCM)
• Auction: 10k-50k Click for Traffic, CPC: 0.05-0.2 / 1M-5M View for Video View 6s, CPV: 0.008-0.015/CPL:$3-$10
80K - 120K/ campaign ~35k-55K/campaign ~15k-35K/ campaign for

Budget Estimation ~10K/ month
(~8-10 weeks) (~8 weeks) Targeted Activities (~8 weeks)
100
Big Launch/ Key Brand
Campaign
Disrupt users with hero campaign: big launch, big bet
[BRANDED MISSION + HASHTAG CHALLENGE / BRANDED EFFECT] PACKAGE: 60 – 66 days
AROUSE CURIOUSITY MAKE A SPLASH SUSTAIN ENGAGEMENT TO HTC CAMPAIGN SUSTAIN THE HYPE AND DRIVE FURTHER
5 days 3 days 7-14 days ENGAGEMENT/ CONSIDERATION
Reach ~50% SOV 20%-100% Reach ~50% 30 days
CREATE BUZZ
PROPRIETARY
BUILD UP USERS’ CONSIDERATION & PARTICIPATION RE-TARGET TO DRIVE CONVERSION
PRE-LAUNCH TEASE
CONFIDENTIAL &
Awareness Consideration Conversion
R&F Top Feed Branded Mission + Topview R&F Standard/ Top Feed In-Feed Ads Auction
(Reach 50%) HTC/BE (Mass Reach & (Mass reach) (Reach 50%) (Traffic Objective):
5 days Engagement) 1-2 days Sustain users’ consideration, 30 days
Tease about the new news 60-66 days Blast out message about the preferably with multiple assets by Drive traffic to Ecom site for promotions/
(challenge/ product launch) Drive massive awareness & Challenge across platform Main KOLs/ TikTok creators to drive on-site purchase (Re-targeting audience
engagement by launching with most impactful Ad users’ longer attention who engaged in HTC)
A CHALLENGE for TikTok format that appears first
community to join when users open App – Link
to HTC Page
4-6 video assets 4-6 video assets

1-2 video assets 6 featured videos 1-2 key video assets
(multiple KOLs) (multiple KOLs with CTAs)
101
Spark Ads applied Interactive Add-ons
Seasonal campaign Drive maximum product awareness for a campaign launch
OWN TIKTOK
FOR A DAY
PROPRIETARY
REINFORCE
CONSIDERATION
PRE-LAUNCH TEASE
FOLLOW UP
CONFIDENTIAL &
In-Feed Ads TopView In-Feed Ads In-Feed Auction Ads
(R&F Reach ~50%): (SOV 20% ~ 100%) (R&F Top Feed ~60%) (R&F Video View)
1 week 1 day 1 week 1 week

Use teasers to whip up Create massive buzz on Sustain the hype Re-engage interested users
excitement before launch. launch day with to drive them further down the
premium content. funnel.
102
Promotional campaign Media phasing – TV + In-feed Ads
Key Objective: Mass awareness, Traffic to website
CREATE BUZZ
PROPRIETARY
BUILD UP USERS’ CONSIDERATION
DRIVE TRAFFIC
LINK TO ECOMM SITE FOR PURCHASE
CONFIDENTIAL &
Awareness Consideration Conversion/Sustain
Topview R&F Top Feed In-Feed Ads Auction

(Mass reach, 40%-60% SOV) (Reach 30%, Traffic Objective) (Traffic Objective):
2 days 5 days 10 days
Blast out message about new launch Sustain users’ consideration, preferably with multiple Drive traffic to Ecomm site for product exploration/ on-site purchase
across platform with most impactful Ad assets by Main KOLs/ TikTok creators to drive users’ *Re-targeting audience
format that appears first when users longer attention
open App.
4-6 video assets

1-2 key video assets
(multiple KOLs/ TikTok creators)
Spark Ads applied Interactive Add-ons 103

Always-on/ Sustaining
Be an active creator to deliver brand story and engage
with fan
COCREATE WITH CREATORS STAY UPDATE

TO BUILD CONTENT WITH TREND
PROPRIETARY
PAID PEAKS PAID PEAKS
CONFIDENTIAL &
ACCOUNT WARM UP ORGANIC BEATS
Open your Business Engagement Objective (Profile visits and Organic Posts:
Account: Follows)
Get to know TikTok by In-Feed Ads Auction (Spark Ads): Boost quality 1-2 posts per week
posting a few times content/KOLs post Leverage huge organic traffic
organically. with captivating creative to
1 week grow your account.
Direct people to land on your Business Account to
build up fan base.
104
FULL-YEAR MEDIA FRAMEWORK
Building Brand Love SUMMER PEAK BACK TO SCHOOL Remarketing to sustain brand
Increase Follower & Profile Visit Max-Scale Engagement & Sales Max-Scale Engagement & Sales presence & build up brand loyalty
Key Brand Campaign Key Brand Campaign Key Brand Campaign Key Brand Campaign
Tet Summer Promo Back to School eCOM Double Digit
PROPRIETARY
Livestream Shopping Ads
AWO
CONFIDENTIAL &
Build up Community
AWO
Brand Solution Traffic to Ecommerce Site
Sustain awareness & engagement
Q1 Q2 Q3 Q4
Key Brand Campaign Performance activity + Build up brand loyalty

. TopView with new add-on feature . Community interaction building page followers
. Reach & Frequency with Deeplink reach from 50% ~ 60% TA support to . Live Shopping Ads & Video Shopping Ads generate GMV
sustain Brand awareness . Custom audience (Retargeting & LAL audience) to scale up the performance
. Community interaction to LIVE creating the BUZZ with livestream activity

. Auction In-feed Ads (Focused View) to sustain brand presence &
engagement
. Contextual targeting supported reach right customers 105
on
endati
m m
ur reco
O Entry Recommended Maximum impact
Mission package
Increase
Discovery Increase Increase

Relevance Awareness
LITE STANDARD MEGA

1. Humanize brand 1. Launch new product/brand 1. Launch new product/brand
2. Amplify your brand’s always-on 2.Drive awareness and brand lift with 2. Drive awareness and brand lift with
strategy with creator participation high relevance and authenticity high relevance and authenticity
Add-Ons
Branded Effect
Hashtag Detail Page
TopView
Media Plan
In-Feed Ads (R&F)
In-Feed Ads (Auction)

GROW YOUR SEED CREATOR GENERATE AUTHENTIC
Entry bundle COMMUNITY VIDEOS VIDEO ADS AT SCALE
Amplify your ✅ In-Feed Ads

(Auction, Community
✅ In-Feed Ads
(Reach & Frequency,
✅ Branded Mission
(Lite package, 6-day of user-
brand’s always-
interaction objective) View objective) generated ads)
💡Creative ideas: 💡Creative ideas: 💡Creative ideas:
on strategy

• Behind-the-scene • Product review • Reaction videos
• Staff takeover • How-to tutorial • Trending topic/ challenge
• Everyday moments
Why use Branded Mission?
Brands can show up authentically as part

of the community with crowdsourced user
generated ads. This can compliment the
brand’s always-on strategy in growing the
community.
73%
Of TikTok users feel that
the “advertising” on Low production timeline required - no BE - (~4 weeks)
TikTok blends in with
the content.
Lightning speed to react to micro and macro trends with
crowdsourced creators at scale
Source: TikTok Marketing Science Global Authenticity Study 2021 ‹#›
conducted by Nielsen
Recommended bundle
OWN A INTRODUCE YOUR GENERATE AUTHENTIC
MOMENT BRAND/PRODUCT VIDEO ADS AT SCALE
Tease and grow
excitement for ✅ TopView
(The first ad to appear
✅ In-Feed Ads
(Reach & Frequency,
✅ Branded Mission
(Standard package, 6-days)
your new brand

upon app launch) View objective)
✅ Add-on Branded Effects
💡Creative ideas: 💡Creative ideas: (Standard production, 6-days)
or product

• Teaser video • Product review
• Launch video • How-to tutorial 💡Creative ideas:
launch
• Product showcase
• Trending topic/ challenge
Why use Branded Mission?
Brands can create a compelling co-

branding moment with crowdsourced user
generated ads. This can compliment the
new brand or product launch and increase
purchase considerations.
76%
Of TikTok users are
more likely to look at
posts with a trending
hashtag or brand while Mid-high production timeline required (4-7 weeks)
considering a
purchase.
Unleash creative ways to engage the community about your
new launch and increase co-branding with Branded Effects
Source: TikTok Marketing Science Global eCommerce Study 2021
‹#›
conducted by Material (vs when traditional social platforms are a
part of the eCommerce purchase journey
Maximum impact bundle
OWN A INTRODUCE YOUR GENERATE AUTHENTIC INCREASE
MOMENT BRAND/PRODUCT VIDEO ADS AT SCALE PURCHASE
Build emotion ✅ In-Feed Ads
CONSIDERATION
and desire for

✅ TopView ✅ Branded Mission
(The first ad to (Reach & Frequency, (Standard package, 6-days) ✅ In-Feed Ads
appear upon app View objective)
(Auction, Lead
your brand with launch)

💡Creative ideas:
• Product review
✅ Add-on Branded Effects
(Advanced production, 6-days)
Generation objective)
authentic
💡Creative ideas:

💡Creative ideas:
• Teaser video • How-to tutorial ✅ Add-on Hashtag Detail Page • Sampling / trial
• Launch video (Display brand info, 6-days) • Reserve product
content 💡Creative ideas:

• Product showcase
✅ In-Feed Ads
(Auction, Product
• Trending topic/ challenge Sales objective)
Why use Branded Mission? 💡Creative ideas:

• Time-limited sale
Brands can maximize engagement and • Follow TikTok Shop
convert them into action with
crowdsourced user generated ads. This can
compliment the new brand or product
launch and increase purchase
considerations.
1.8x
more likely to consider
a purchase because of
a video content they’ve High production timeline required (4~6 weeks)
seen on TikTok
Increase product trial with Branded Effects and unleash

creative ways to engage with users
Source: TikTok Marketing Science Global eCommerce Study 2021
‹#›
conducted by Material (vs when traditional social platforms are a
part of the eCommerce purchase journey

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CONFIDENTIAL & PROPRIETARY

Audrey Tran Dung Ta

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03 New Product Updates

04 Q&A (5-10 mins)

Branded Effect Branded Mission TopView Reach & Frequency Auction

Co-creation Crowdsource Plan your Simple, flexible &

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TopView Top Feed

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Guaranteed High Broad targeting Brand-led

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Combined with guaranteed delivery mechanism, campaign

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25% 50% 75% 100%

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A 3-in-1 ad solution delivering brand impact

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And all you have to do is to sign off on which

Organic UGC Brand resonator

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Creator flow Mission

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02 HT/BE Page Feature

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Eligible creators will be

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Campaign flight period Mega

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Impression (CPM): What’s included: What’s included:

Expand the possibilities of Mission with a

Branded Effect Quick Effect Hashtag Emoji

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Lower Cost Higher

Lower Interactivity Higher

Shorter Production Lead Time Longer

Lower Required Creative Expertise Higher

Quick Effect Community Effect Branded Effect

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*Community Effects may not include brand

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Advertisers who added With Branded Effect,

Strategic initiative Organic Paid

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Messaging Core brand/product benefits, Core brand/product benefits,

Creative Treatment Teaser, Tutorial, BTS Top-performing creator content

Desired Outcome Views, Followers Views, Engagement, Mission

VV and reach Need Gotta show off

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You want attention You want to try a You want creator

Topview Lite Package Branded Effect (BE)

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Is it mandatory to bundle ads (e.g TopView,