At the second TikTok World event that TikTok recently hosted,
the social company announced new ad and promotional features, including ‘Showtimes’ ad unit
for movies, a new ad objective ‘Focused View’, new elements for the Lead Gen
ads offering, and more.
Using the Showtimes feature, users can select showtimes and
buy tickets at their local cinemas during streaming. This integration is a part
of TikTok’s larger eCommerce push, as it will encourage more users to spend
directly in-stream. On the other hand, it will help cinemas target younger
audiences.
Focused View is described by TikTok as the “next generation” of its current Video View campaign objective on TikTok Ads Manager. In TikTok’s words, “With Focused View, brands only pay when users have voluntarily watched an ad for at least 6 seconds or when they interacted with the ad within the first 6 seconds (whichever comes first). This means that ads are shown to users who are truly paying attention and voluntarily engaging with the brand.”
New additions to TikTok’s Lead Gen ads offering include
increased customization for Lead Gen forms and a carousel display to highlight
specific messaging.
TikTok’s Creator Marketplace has also been updated with new
elements, which includes improved search abilities, and the option to post
details of upcoming campaigns. Additionally, a new recommendation functionality
will automatically generate lists of potential creative partners based on a
brand’s brief.
TikTok has also published a 35-pages long playbook that
contains tips and insights on how to find the right creative partners and tools
for your process.
