• by Colin Kirkland , 4 hours ago

As TikTok creators get ready to cover the Sundance Film Festival in Park City, the ByteDance-owned company has announced the launch of two new advertising solutions designed to help streaming platforms and entertainment advertisers engage users directly in the feed.

With 167% of TikTok users more likely to maintain a streaming service subscription in order to participate in online discourse around a show or movie, TikTok is introducing “Streaming Ads” to help streaming services reach new, younger consumers. 

Powered by TikTok’s AI ad hub -- Smart+, which automates campaign setup, optimization and creative -- Streaming Ads is designed to deliver personalized ads to users whose in-app activity includes entertainment-first content, showing them “the most relevant shows in an advertiser’s catalog.”

Each ad included in this new solution showcases multiple film or show titles via a video carousel that features four video titles available on a specific streaming platform, or via an “interactive” add-on, TikTok says in its announcement.  

TikTok has also unveiled “New Title Launch,” an advertising solution intended to help entertainment advertisers capitalize on newsworthy events such as film premieres, live sports games, or franchise announcements.

New Title Launch is designed to reach high-intent users and drive ticket sales via personalized ads that targeti users’ favorite movie genre or pricing sensitivity. 

The new ad options come in response to the growth of film and TV content and fandom on TikTok.  

Over 6.5 million posts about film and TV are shared across the app daily, according to TikTok’s internal data, with almost half of TikTok users discovering old movies or shows on the platform.

In addition, #FilmTok and #MovieTok experienced a 50% boost in posting activity last year. 

TikTok has focused on developing its reputation as a place for movie and TV lovers by partnering with major film festivals across the globe, including Sundance and Cannes, where creators are invited to shoot and post exclusive footage, interviews and festival highlights to the app’s billion users. 

Last year, TikTok also hosted its own film competition, which received 300,000 entries and rewarded winners with cash prizes and a trip to Cannes.