TikTok is improving its advertising processes to assist advertisers with allocating their budgets more effectively on the app. To improve the advertising funnel, it’s essential to refine the media mix modeling procedures.
TikTok Media Mix Modeling
There are alternatives to the outdated last-click models and other tracking methods that are beginning to gain traction. As consumers use diverse ways to buy products, media mix modeling (MMM) is focusing on uncovering how your media spending affects sales outcomes by making better connections. TikTok is trying to accomplish exactly this.
TikTok collaborated with Nielsen to conduct research on the effectiveness of MMM among major CPG advertisers in Saudi Arabia, the United Arab Emirates, and Egypt. Nielsen analyzed over 5.2 billion impressions from 95+ ads to see how well MMM works in TikTok ad campaigns.
In the summary that follows, TikTok shares its findings, which demonstrate how a multifaceted strategy in the app can produce optimal outcomes.
If you would like to know more about the TikTok and Nielsen MMM study, click here.