"TikTok&WARC: When Entertainment Meets Effectiveness - Maximizing Impact Guide" is jointly released by WARC and TikTok, mainly exploring how to leverage entertainment elements to achieve greater impact while pursuing marketing effectiveness. The specific content is as follows:
1. Introduction
- Changes in the marketing environment
- Emphasis on effectiveness measurement: CFOs have become part of marketing teams, and brands pay more attention to marketing effectiveness and ROI. However, it is not enough to rely solely on short-term metrics; the synergy between brand and performance advertising must be considered.
- Privacy and innovation: The digital world is moving towards privacy and security, and measurement methods are constantly innovating, such as using AI and machine learning, and adopting SaaS hybrid models.
- The importance of entertainment: In the post-pandemic era, entertainment is crucial for consumers, and advertisers can use entertainment to create impact for brands.
2. Different Perspectives
- TikTok's perspective: Marketers in the APAC region face challenges such as cost crises, media and audience fragmentation, and need to balance brand and performance advertising to achieve both short-term and long-term impact.
- WARC's perspective: Media effectiveness is harder to achieve but more important. Short-termism, the demise of cookies, and changes in media and audience behavior have increased the difficulty of achieving effectiveness.
3. Executive Summary
- Covers revisiting the fundamentals of effectiveness, evaluating trends in impact measurement, opportunities to leverage entertainment influence, and practices for amplifying and optimizing creative impact.
4. Chapter Content
- Chapter One: Laying the Foundation - Achieving Holistic Impact
- Issue: Performance marketers focus too much on short-term metrics, neglecting the long-term impact of brand advertising.
- Solution
- Balanced strategy: Adopt a balanced marketing strategy, considering dimensions such as time frame, type of information, audience type, and purchase journey.
- Full-funnel strategy: Combine brand building and performance marketing. For example, Flip Indonesia proved through comparative experiments that combining brand and performance advertising can improve conversion rates, reduce costs, and increase reach.
- Chapter Two: Trends - Evaluating Impact Measurement Methods
- Key trends
- Demise of cookies and data solutions: Includes first-party data, group-based and contextual targeting approaches.
- The future of MMM: SaaS-based MMM is more flexible, faster, and comparable. AI and machine learning can accelerate model output and can also be used to evaluate creative performance.
- AI-driven digital ad testing: Helps brands evaluate creativity, providing digital creative performance including brand and performance metrics.
- Industry perspectives: Marketers are responding to changes by building first-party data, experimenting with SaaS models, and leveraging AI solutions.
- Chapter Three: Opportunities - Leveraging the Power of Entertainment
- The role of entertainment
- Entertainment content: Attracts audiences through creativity and emotional connection, enhancing brand affinity, purchase intent, and likelihood of recommendation.
- Entertainment culture: Brands participate in community trends, which can create new demand, increase ad recall, and boost market share.
- Entertainment commerce: "Shoppertainment" provides opportunities for non-linear purchase path conversion.
- Cases: Nike Korea increased brand awareness through community engagement, and Garnier Vietnam promoted new products through a full-funnel strategy.
- Chapter Four: Practice - Amplifying and Optimizing Creative Impact
- Creative strategies
- The power of story and sound: Use genres and sound techniques such as hip-hop/electronic music to improve ad recall, and employ storytelling techniques such as real people, trend integration, and building suspense to increase viewing duration.
- Optimizing short video ads: Short video ads are highly efficient and can increase recall by quickly conveying brand messages.
- Optimizing ad strategies: Use various data and algorithms to optimize ads for target audiences based on TikTok's five key optimization pillars.
- Cases: Maybelline Australia increased product awareness and sales through a combination of creators and ad formats, and Koiniwa Japan reinforced brand messaging through episodic storytelling.
