New Neuroscience Research Shows TikTok Ads Outperform TV And Digital Video

New Neuroscience Research Shows TikTok Ads Outperform TV And Digital Video
B&T Magazine
Edited by B&T Magazine



Neurological research by the company Neuro-Insight for TikTok has found that the platform provides a unique opportunity for advertisers in both approach and engagement.

The study – based in the US – involved 57 in-lab respondents between the ages of 18 and 35 who were exposed to 26 ads.

As defined by the research, approach refers to “the content’s emotional valence. It correlates with the likeability of what was seen and with the in-the-moment action (e.g. paving the way for unplanned purchases).”

TikTok score 44 per cent stronger in this category than social media on average.

Engagement refers to the “personal relevance of the content and has the highest correlation to memory. This determines whether someone is going to act on the information in the future (e.g. buy a product in store). TikTok’s engagement rate in this study was 15% stronger than other leading platforms.”

Pranav Yadav, Neuro-Insight’s US and Europe CEO, said: “TikTok’s unique engagement signature gives it an edge to be able to deliver ads and branded content in a way and at a moment when consumers are most open to receiving that messaging – and while all such signatures change over time, it is a golden opportunity for brands to use TikTok to their advantage right now.”

Most key to the findings, though, was that TikTok ads had higher break through than TV and digital video.

In-feed TikTok ads saw 23 per cent higher detail memory than TV ads, and TopView ads outperformed TV by 40 per cent.

According to TikTok, the reason for this success is because both the algorith, and short videos, create “continuous cycles of engagment” which subsequently makes them “the leading platform for information density.”

It also cites the unique advantages of the format, arguing that short form, sound on videos encourage audience to lean in, whereas other formats let audiences tune out.

Jorge Ruiz, head of marketing science at TikTok said, “understanding Engagement and how it can drive advertiser breakthrough is a research topic that has seen a lot of foundational validation in the industry. As we begin our own ads research learning journey at TikTok, we are happy to share one of our first findings around “information density” that is starting to help us see what makes a TikTok tick.”




Please login with linkedin to comment

TikTok TikTok advertising

Latest News

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
  • Advertising

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common

In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]

Outbrain Snatches Chris Oxley From Foxtel Media
  • Advertising

Outbrain Snatches Chris Oxley From Foxtel Media

Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
  • Campaigns

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign

To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]

Are Media Cares For The Carers In Its Latest Social Change Campaign
  • Campaigns

Are Media Cares For The Carers In Its Latest Social Change Campaign

Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]

In A Fragmented World, Engagement Is King
  • Partner Content

In A Fragmented World, Engagement Is King

Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]

Partner Content

by B&T Magazine

B&T Magazine
Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]