From Adweek · Dawn Papandrea · · 50s
TikTok Agencies Share Media Buying Insights
Agency leaders explain how TikTok-first strategies drive measurable brand growth.
In brief
Agency leaders explain how TikTok-first strategies drive measurable brand growth. Power Digital and Adquadrant discuss using TikTok's tools for better ad performance and AI content testing. Originally reported by Adweek.
TikTok Media Buying Excellence Panel
Alexia Nüssli, TikTok's head of product strategy, hosted Power Digital's Zayit Bemmel and Adquadrant's Warren Jolly for the inaugural TikTok Media Buying Excellence Awards panel.
“Brands turn to agencies not just for media performance; they turn to agencies to drive holistic business growth”
Power Digital's Incrementality Testing
Zayit Bemmel uses TikTok's advanced measurement tools to pressure test ad spend across fashion and CPG clients for better ROI.
“We’re constantly ensuring that within our media mix models, with all of our clients, whether it’s fashion or CPG, that we’re pressure testing what we’re running on TikTok”
Adquadrant's AI Content Strategy
Warren Jolly emphasizes leveraging AI-generated content to test narratives and scale creative production without compromising brand values.
“Even if you’re a brand that’s very anti-AI creative or conscious about it, leveraging AI-generated content as a construct to test narratives and to build at scale and meet the demands of the creative supply chain is a great opportunity for differentiation”
TikTok's Fast-Paced Innovation
Both agencies highlight TikTok's rapid tool updates and the need for agile strategies to stay competitive in the evolving digital ad landscape.
“Part of the value that agencies can bring to brands is just keeping them at the cutting edge of an organization that’s evolving, shipping new product very fast, and is clearly a disruptor”
Here's the gist
Power Digital and Adquadrant discuss using TikTok's tools for better ad performance and AI content testing.
