Media Monday

Ads to Hit Amazon Prime Next

By Joe Antonini , Media Supervisor

Following Netflix and many more , Amazon will soon offer an ad-supported subscription tier for only $2.99 per month.? We believe this should be a quicker pickup on media plans than Netflix, Disney+, and the like as Amazon is also already an adept advertising partner selling inventory on FreeVee, IMDBTV, and across the web w/ their 1PD.

The other unique aspect to this announcement is the ubiquity of Amazon Prime.? Previously, Prime Video wasn’t its own subscription.? So if you paid for Prime (to get faster delivery and whatnot), you could watch Amazon’s small batch of solid originals.? So presumably, anyone signing up for the $2.99 just to catch the LOTR spin-off will be an incremental audience to Amazon - something there’s probably not that much left of out there!??

TikTok Introduces Attribution Analytics: A First-Party Attribution Model

By Lillian Farlow , Media Planner

Strategically timed to coincide with ramped up holiday spend from marketing agencies, TikTok is introducing its new first-party attribution solution to help advertisers better track conversions.? In an internal survey, TikTok stated that 79% of their conversions were not being accurately tracked by their current last-click attribution models. This revelation shed light on the unique way users interact with TikTok – primarily for entertainment and product discovery, rather than immediate purchases.

In an effort to lure more advertisers to its platform, TikTok is providing greater transparency and measurement capabilities, such as developing a suite of in-app measurement tools designed to "support other campaign types like app, offline, shops, and others."

One of the notable additions to TikTok's measurement suite is the introduction of 'Attribution Analytics' within TikTok Ads Manager. This feature aims to track conversions such as 'add to cart,' 'purchase,' and 'view content' across different time windows, now offering both one-day and seven-day view-through attribution (VTA) options, empowering advertisers to visually assess the impact of their ads on driving assisted conversions.? According to a TikTok-conducted study, combining VTA and click-through attribution (CTA) models saw a 113% acceleration in the campaign learning period across certain industry verticals. This is set to enable advertisers to experience reduced fluctuations in ad spend, enhanced performance stability and scalability.? Beyond these new attribution tools, advertisers can now also leverage brand lift studies post-purchase surveys to directly gather feedback from customers about how they discovered their brand or product on TikTok.

In conclusion, TikTok's introduction of first-party attribution holds a lot of promise for the platform’s popularity as it hopes to become an integral part of the media plan. As the holiday season approaches, these new tools could play a crucial role in helping marketers make the most of their TikTok advertising campaigns, ultimately driving better results.