Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "tiktok"
- Data analysis of terms of service and privacy policies of 57 influential digital firms has sparked discussion of regulatory reforms and user advocacy. This will change the digital ad industry.
- The connection between an ad's cultural and personal relevance and the likelihood of a consumer purchasing a product is examined in a report conducted by WARC and TikTok, highlighting the potential importance of moving beyond consumers' demographic profiles when devising social media marketing strategies.
- "Daily Mail" ran an eye-tracking study with Lumen Research challenging the a long-held practice among brands to take brand-safety measures that avoid ads running alongside scandalous, negative or undesirable news content.
- TikTok saw the strongest growth in ad spend, with about 27% vs. a year earlier.
- A study finds 45% of Americans have expressed a willingness to purchase a car through social-media platforms, highlighting a potential shift toward these channels as critical touchpoints in the automotive buying journey.
- The Fides network community of healthcare professionals and content creators will translate complex scientific research across various health topics into "relatable and digestive" video content for TikTok's users.
- TikTok has come for Google's ad business at its most vulnerable time by allowing advertisers to target its search results page - making keywords the "backbone" of the tool.
- Experts say TikTok could use several loopholes, but losing the appeal would mean removal of the app from online stores or fines. Influencers may not want to risk fines, and payment processors and banks would pull their support.
- The social-video app experienced a higher cost-per-thousand as it faces the possibility of a U.S. ban.
- AnalyticsIQ's research determines the most effective ways to improve performance with each targeted ad, especially as cookies disappear as targeting options.
- Democrat and Republican voters are in favor of a ban - one of the few issues that shows bipartisan support.
- The EU's investigation of TikTok's compliance with the newly enacted Digital Services Act will focus on "the protection of minors, advertising transparency, data access for researchers, as well as the risk management of addictive design and harmful content." The DSA went into effect last week and applies to thousands of digital platforms and services in the EU.
- Viral content gave brands an opportunity to participate in trends that generated impressions and ad clickthroughs.
- About a third of Gen Z consumers said they had either shopped for gifts on TikTok or planned to do so.
- A new report from Pew Research Center shows YouTube continues to dominate in the teen demographic. Black and Hispanic teens are using the internet more than their white peers.
- Ads that show an influencer who demonstrates a product can help to lift brand recall by 25%.
- Thirty-two percent of people ages 18-29 "regularly" get news from TikTok, and the percentage under 30 getting news from TikTok is up nearly 3x vs. 2020, Pew Research Center finds.
- The debate over limits on social media comes amid growing worries about children's mental health.
- A campaign grounded in organic social behavior enables customers to easily connect with the content while being inspired to try something new. With thousands of drink combinations, SONIC(R) is the Ultimate Drink Stop(R), and customers love to talk about their latest drink hacks on social media. Sr. Director of IMC for Sonic, Tamara Stanley, shares how Sonic used insights from TikTok to partner with Paramount+ and build an influencer led campaign teaching consumers how to build "Grease: Rise of the Pink Ladies" inspired drinks. The campaign not only taught customers how to make craveable creations using the SONIC App, but also provided the opportunity for influencers to create and share their new drink combination experiences. The campaign transported SONIC fans to the land of doo wops and pink poodle skirts, reminding them how to make new drinks they love!
- Google will generate $170.87 billion worldwide in net digital ad revenue in 2023 worldwide, Insider Intelligence estimates - up 6.5% vs. last year, giving it a 28.4% share of the worldwide digital ad market and an estimated,organic search share of 90%.
- Amazon Web Services has announced data-matching capabilities for advertisers using AWS Entity Resolution through integrations with LiveRamp, TransUnion, and Unified ID 2.0.
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- Despite pushback from its biggest market for TikTok Shop, the social media platform is testing a new in-app wallet that could help simplify users' purchases through a centralized payments tracking platform that includes a currency native to TikTok.
- TikTok users may begin to see links to Google results in the app. In a screenshot shared by an app researcher on X, TikTok's search results page included a link inviting the user to search Google for the same inquiry.
- Eighty-three percent of shoppers said they host or attend watch parties at home at least once a season.
- Are analyst firms equivalent to Industry Influencers in today's economics and perceptions?
- TikTok led across CPG categories for Gen Z, with Instagram the second-most influential social-media platform for product discovery and Facebook third, Gen Z was three times more likely to opt in to tracking than Boomers and to receive more relevant ads when using online news and media sites, rather than opting out of tracking and receiving less relevant ads.
- Discord came in second to TikTok in terms of LGBTQ people of color feeling the safest and most secure, followed by Instagram and YouTube.
- Where do online shoppers start product searches and where do people get information on news? This has been a topic of discussion for years after reports surfaced that twenty-somethings were using TikTok to search for restaurants and other information on the site.
- A study released last week found that Black creators on TikTok, YouTube and Twitter drew higher online followings than their non-Black peers.
