TikTok’s looking to help marketers better track responses to their in-app campaigns through a new partnership with NCSolutions. This latest collaboration will provide new sales lift measurements based on the NCS’s methodology, providing more insight into the path to purchase.
NCSolutions utilize machine learning solutions to provide comprehensive insight into sales performance, which can later connect to ad exposure. This should help TikTok advertisers better understand how their campaigns drive actual results.
As TikTok explains:
“[The process] measures the incremental sales lift of in-person and online purchases after seeing an ad on TikTok. Through partnerships with retailers and machine learning technology, NCS quantifies the effectiveness of advertising campaigns and is used by many of the most trusted brands in the United States.”
A New Solution
The process aims to better answer some of the key questions related to digital advertising and, in particular, digital campaigns. This includes the impact on in-store sales, what elements are driving said impacts, and advanced audience analytics. With the combined data from the NCS, TikTok will be able to share more information with advertisers, helping them better measure and assess the performance of their ads. So far, the new initiative is said to generate good results:
“From those who have started measuring their campaigns with NCS, we’ve already seen some incredible results. In fact, 33 out of 36 campaigns measured by NCS drove a statistically significant lift, with an average return on ad spend (ROAS) of $2.66. That’s 2.4x the ROAS compared to the median NCS performance benchmark.”
It’s never easy measuring ad response, more so in apps like TikTok because they potentially lead to significant consumer interest. The problem is if they don’t tap through on the ad – when viewers don’t follow through, you’ll be left in the dust about what the impact could have been.
The Wrap
This is what this new partnership aims to better define – to provide more data, at least in this respect. While no solution is perfect, you can never go wrong with more insight. It might just end up being really helpful for some TikTok marketers. TikTok says that ad partners can get in touch with the TikTok Account Team for more info.
Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Sources