TikTok is interested in showing its advertising partners how its platform could boost their offline store visits and sales lift.
Through a new partnership with marketing and measurement company InMarket, TikTok advertisers will be able to see new stats on how their in-app campaigns are performing offline.
According to InMarket, the company's Lift Conversion Index (LCI) measurement platform is designed to help advertisers understand their campaign performance across multiple dimensions, including creative, offer, and media.
InMarket will use its measurement platform and closed-loop reporting to highlight TikTok's effect on driving store visits and sales through return on ad spend (ROAS) in real-world actions.
During its pilot program, InMarket reported that TikTok performance was 1.2x higher than InMarket's LCI incremental lift benchmark, attributing the results to “the reach of TikTok's campaigns,” which it has seen boost media efficiency and ROAS.
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In addition, of the 126 campaigns run during the pilot, 96% campaigns led to incremental lift within the retail and dining categories, specifically.
Casey Hamlyn, TikTok's head of measurement in North America, said in a recent statement that InMarket's approach has helped the social-media company's ad partners better optimize their ad strategies and “tailor their messaging” to better reach and engage their target audiences on and off the platform.