Nielsen strengthens ties with TikTok to identify best practices within the platform

The Media Mix Modeling program TikTok welcomes Nielsen, an audience measurement, data and analysis company that will offer data on the impact of marketing initiatives within the platform.

In this first phase of collaboration, which has covered different studies on the modeling of the marketing mix (MMM) for TikTok in North America, Europe, Asia Pacific y Middle East, Nielsen has been able to identify a positive feedback consistent on advertising investment and offline sales efficiency for anunciantes de CPG en TikTok. Similarly, Nielsen research has revealed several keys that will help those interested in optimizing their advertising formats on the popular social network, which was analyzed in detail a few weeks ago in Panorama Audiovisual.

Among these conclusions are that the brands that used various advertising formats simultaneously, such as In-Feed video ads, branded hashtag challenges and brand effects, achieved a 12% more return on investment compared to brands that used a single advertising format. Another conclusion is that the longer campaigns may be better than shorter ones: brands that ran seven-week campaigns or Furthermore, they achieved a 14% higher return on advertising investment than brands that ran shorter campaigns.

Dave Suwanski, vice president of MMM product at Nielsen, celebrates the collaboration with the platform, as it will now be “easier than ever to evaluate the ROI of marketing on TikTok by analyzing your entire marketing mix.” In parallel, Jorge Ruiz, global head of marketing science at TikTok, welcomes the alliance with Nielsen, as “joining forces with measurement industry leaders allows TikTok to understand advertisers' needs through advanced modeling techniques.”