A TikTok & WARC Report: When Entertainment Meets Effectiveness
Media effectiveness is becoming harder to achieve, but is more important than ever in successfully driving long term impact. New research released today by WARC, the global authority on marketing effectiveness, in partnership with TikTok, the leading destination for short-form mobile video, provides a holistic overview of what it means to deliver impact at a time of flux.
According to WARC’s Marketer’s Toolkit survey, the cost-of-living crisis and media/audience fragmentation were the top two concerns for APAC marketers cited for 2023, creating increased pressure to prioritise media investments that deliver on measures of profitability. Additionally, short-termism, the death of the cookie and the ever-changing media landscape, are factors making it difficult to achieve marketing effectiveness.
The report ‘When entertainment meets effectiveness – a guide to maximising impact’ released today, revisits the fundamentals of effectiveness and draws on new evidence and thinking that will help marketers navigate with confidence and leverage new opportunities.
Ashik Ashokan, head of advisory APAC, WARC, said: “Through our latest partnership with TikTok, we aim to provide insights and analysis that will empower marketers to create content that connects with customers and benefits their brands’ soft and hard metrics. Our research delves deep into industry pain points and emerging consumer trends that marketers need to be aware of to navigate today’s dynamic market environment. Through case studies and expert opinions, we provide practical guidance on creating and measuring campaigns that resonate with audiences”
Key insights outlined in the white paper are:
The foundations: Measuring short and long term impact holistically
In recent years there has been a strong tendency towards short-termism and an excessive focus on performance metrics, which have undermined the true impact of what advertising can deliver. A study by consultancy Ebiquity found 42 per cent of advertising’s profit happens in the short-term and 58% in the long-term.
To deliver impact, marketers should: (1) Move away from focusing on short-term performance and account for long-term. (2) Strike a balance across time frame (long and short term effects), messaging type (brand building and performance marketing), audience type (broad reach and active in-market buyers), and buyer journeys (upper and lower funnel). (3) Develop targeting strategies to create future demand.
Trends: Delivering more holistic and effective measurement
Developments in data protection and privacy, fueled by the impending death of the cookie, is accelerating in APAC and has a wide-ranging impact on performance advertising, such as tracking technologies and measurement.
To deliver more holistic and effective measurements, the study recommends that advertisers should: (1) Build their own first-party data for better contextual targeting. (2) Experiment with SaaS (software as a service) based models to measure more efficiently its advertising impact at scale. (3) Utilise AI-powered solutions to effectively test and evaluate creative more efficiently.
Tomohiko Sugiura (lead image), executive vice president, Dentsu Digital Inc., says: “To optimise media allocation based on consumer insights and purchase behavior, brands need to establish a new measurement environment and data/technology stack that includes tools such as data clean rooms, API connections for offline CV data, and marketing mix modelling. By leveraging these tools, brands can better track and measure the full-funnel impact of their marketing efforts, from brand awareness to revenue generation, and make more informed decisions about their media strategy.”
Opportunity: Leveraging entertainment to drive impact
According to data.ai, 200 billion hours are spent by consumers on entertainment and short videos globally. This compares to 40 billion hours spent on other apps such as social media networks.
Entertainment platforms are among the main drivers and beneficiaries of a shift towards ‘bubble up’ (versus top down), where culture is being shaped and disseminated by communities and creators. This is evidenced in WARC’s Marketer’s Toolkit survey, where 69% of APAC marketers are shifting investments to target interest-based communities, with 67% reevaluating their media mix towards TikTok.
To leverage entertainment to drive impact, the study recommends (1) Utilising entertaining content to connect with audiences and bring them down the funnel. (2) Participating in the culture and communities found on entertainment platforms to generate new demand and find new customers in an authentic way. (3) Taking advantage of the infinite opportunities to convert with ‘shoppertainment’.
In practice: Amplifying and optimising creative impact with online video
Utilising the power of sound and storytelling are two key creative strategies proven to drive brand recall. Ipsos research shows that ads that use sound as brand cues are 8.53 times more likely to be high performing for branded attention. Research by MediaScience and the Ehrenberg–Bass Institute found that six-second ads deliver 60 per cent of the impact of a thirty-second ad.
To amplify and optimise creative impact with online video, the study recommends: (1) Utilising the power of sound and music into ad formats. (2) Using real people, remixing trends incorporating suspense into video storytelling. (3) Harnessing social cues, using episodic storytelling to reinforce the brand. (4) Leveraging audience signals on digital platforms to optimise ad strategy and creative effectiveness.
Maybelline Australia leveraged a combination of creators and ad formats on TikTok in their Colossal Curl Bounce Mascara launch campaign to drive remarkable sales uplift (75 per cent above benchmark) and over 28 million video views.
Siuok Chung, head of consumer research center, COSRX said: “Short form content can be filmed easily, lasting for only 15 seconds, yet it is still able to convey emotion, positive and/or negative feedback on our brand’s products in a fun way, which results in higher engagement.”
Summing up, Shant Oknayan, head of business, TikTok APAC and MEA, said: “Besides being the go-to entertainment platform for over one billion users every month, TikTok is also where entertainment meets marketing effectiveness. The power of entertainment enables brands to engage consumers along their full journey – from discovery to purchase, helping brands achieve measurable results and ultimately grow their business. Through this report our aim is to empower brands with insights and solutions to deliver sustainable and scalable impact in the face of today’s macro uncertainty.”
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
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
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 […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.