In preparation for holiday shopping, TikTok is making updates across its
AI-powered ad offerings, including Smart+ campaign creation, Symphony creative tools
and its GMV Max feature, which automates the selling process for TikTok Shop vendors.
TikTok's changes to Smart+ highlight the social media company's attempt to help streamline the ad-buying
experience for advertisers looking to enhance their campaigns.
This includes a new, unified Smart+ performance advertising flow where brands can choose how much automation they wish to accept
from TikTok's AI systems -- full automation, partial automation or fully manual, the company explains in a blog post.
Advertisers will also have the option to customize campaign automation,
with the choice to adjust targeting, budget, and creative “module-by-module,” as well as measurement customization, TikTok says.
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TikTok is also expanding its Symphony suite of
generative creative tools within Smart+, allowing advertisers to select original or automated video content based on what TikTok predicts will perform best for a specific campaign.
Advertisers
are able to optimize the performance of their videos with generative AI, which will automatically re-size a video, refresh music, translate languages, and improve video quality.
In addition to
optimized automation tools, TikTok is rolling out a new GMV Max dashboard designed to better inform sellers about which creative and which creators will most benefit their TikTok Shop campaigns.
“The hub shows more granular, streamlined and customizable reporting on performance across campaigns, products and creators,” TikTok explains.
Lastly, to boost brand and vendor
discoverability on the platform over the holidays, TikTok is expanding its attribution portfolio.
TikTok is now offering third-party optimization via integrations with Google Analytics along
with assisted conversions, which are made to help advertisers understand which last-click channels users convert in after being primed for a purchase by TikTok.