iSpot, the TV measurement company, has announced an integration with TikTok to help brands gain a view into the audience reach that the short-form video platform delivers compared to US linear TV viewers.

The first solution is now widely available to marketers via iSpot’s Unified Measurement Platform, which verifies and measures TV advertising across hundreds of streaming platforms, apps, services and traditional linear networks.

A recent meta-analysis of 21 campaigns using iSpot.tv’s measurement solution revealed, on average, 58 per cent of TikTok impressions reached a unique audience of viewers who were unexposed to the TV portion of the campaign – demonstrating the efficiency of TikTok campaigns in driving new audiences to advertisers’ linear TV campaigns.

“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” said Jorge Ruiz, Global Head of Marketing Science, TikTok

Specifically, through this partnership and integration, TikTok advertisers can now leverage iSpot’s Unified Measurement solution to quantify the ad impressions delivered to incremental households not reached on linear TV or streaming sources and obtain person-level audience estimates to account for mobile viewing behaviours.

Advertisers will have the ability to:

•  Understand their TikTok campaign performance with Unified Measurement standard KPIs
• Determine the reach and value of TikTok through brand-level reporting
• Optimise media plans and buys across CTV and linear with incremental reach of TikTok ads

“Marketers and brands that aren’t considering TikTok as integral to their cross-platform marketing campaigns are clearly missing out on an opportunity to extend their reach and drive results,” added Stu Schwartzapfel, EVP, Media Partnerships at iSpot.tv. “We’re thrilled TikTok leaned into our leading Unified Measurement to uncover, understand and ultimately capitalise on consumers who are not reached by linear TV.”

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Categories: Advertising, Articles, Social Media

Tags: advertising, iSpot, linear TV, tiktok