Amid these controversies, TikTok announced the expansion of its advertising program, Pulse Premiere, into key European markets, reflecting its growth as a major player in digital advertising. Moreover, the platform has partnered with creator marketing platform CreatorIQ to offer strategies for brands to leverage TikTok’s influence. Despite the challenges, TikTok continues to offer job opportunities and a platform for both everyday people and celebrities to build their brands.

Earlier this week, TikTok and CreatorIQ jointly released new research that examines what makes influencer-driven brand content/advertising connect with consumers on the platform. Among the key findings..

New data from Tubular Labs indicate that many streaming platforms and TV networks continue to serve wildly divergent audiences, even when owned by the same parent company. The data is drawn mostly by analyzing and comparing YouTube viewership habits.

VideoAmp has maintained a strong trajectory in the audience measurement space. Alongside iSpot, it was certified as currency for advanced audiences earlier this year by NBCUniversal. The company also inked a deal with Warner Bros. Discovery (WBD) at the start of the year providing a full suite of measurement data and capabilities across the company’s linear, streaming and digital portfolio.

With more than 1 billion monthly active community members, TikTok has become a driving force of digital culture and an integral platform for advertisers. To help advertisers develop more impactful experiences for the community, TikTok worked with creator marketing platform CreatorIQ to provide advertisers with the data-backed keys to success for campaigns and creative initiatives.

CreatorIQ’s five key TikTok marketing notes are…

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

Although its 130.2 million national TV ad impressions from Nov. 27 through Dec. 3 constitutes a 41% week-over-week decrease, Hyundai’s “Vail” once again leads iSpot.tv’s ranking of the most-seen auto TV ads.

Social media users tuned in to more news category video content in October across platforms. Likely driven by the unfolding Gaza conflict, US Speaker of the House voting and early 2024 US presidential election news, interest in the news category spiked, according to recently released data from Tubular Labs.

Recently released data from Tubular Labs showed that Mattel’s individual accounts for its various brands helped drive the observed increase in unique viewers. Unique viewers for Barbie were up 25% month-over-month, while Hot Wheels increased by 36% and Polly Pocket grew by 110%. Having individual brand channels that serve as both content and product advertising help toy brands like Mattel connect with unique audiences, at scale.

Tubular, which is a YouTube measurement partner, has special access to data from the digital video giant and also tracks social video viewing on YouTube and Facebook across millions of global devices. Social viewing centers on trailers and clips rather than full episodes, but it is nonetheless widely considered a reliable proxy for longer-form tune-in.

With that said, not all creator ads are created equal. TikTok and CreatorIQ’s analysis also uncovers the distinguishing characteristics that separate the platform’s top-performing creator ads from the rest. For example, grabbing viewers’ attention from the start with an effective hook is critical not only to delaying that next swipe but for landing ad impact. TikTok found that…

As influencers continue to shape the digital marketing sphere, it is essential to understand their perspectives and motivations. Recent research from CreatorIQ reveals that creators prioritize their brand partnerships and have distinct considerations in mind when making collaboration decisions.

In 2024, datafuelx is working on adding currencies from TV firms iSpot.TV and Comscore to its platform.

Moises, the audio tech app behind it, officially launched Music.AI today. It offers a mix of proprietary AI models and third-party tools for commercial use. The APIs also include one for vocal extraction, downbeat detection, and a tool that can transform a song into a video (complete with synchronized lyrics) — among others.

That promo mojo is not lost on Disney, which has already been experimenting over the past year with giving more exposure on linear TV to Disney+ titles like Ms. Marvel, The Mandalorian and Andor. According to ad tracking firm iSpot, the ABC runs for Mandalorian and Andor delivered the sixth-most ad impressions on the network on their premiere dates.

To help scale and accelerate its owned channel efforts, Elvie sought a solution provider that could seamlessly integrate with its existing tech stack, opting to partner with Wunderkind.

According to CreatorIQ, McMichael has fueled more than $10.5 million in earned media value for beauty brands in 2023 — up from $2.5 million in 2022.

The Illinois-based pharma giant claimed the top spot with its IL-23 immunology blockbuster drug Skyrizi, though the company's spending on this medicine was markedly down by $11 million month-over-month. AbbVie forked over $36.6 million for its Skyrizi ad last month, compared to $46.6 million in October.

“This report provides advertisers with a new playbook for how to execute successful creator campaigns, powered by data, insights, and real-world examples from leading brands identified by CreatorIQ,” said Jorge Ruiz, Global Head of Marketing Science at TikTok. “I look forward to seeing how clients will benefit from this new understanding and continue to progress their journey on TikTok.”