Unlocking TikTok in APAC

Where users go, advertising dollars follow. TikTok has experienced seismic growth in recent years and, despite privacy concerns and regulatory pressure, has cemented its position as a serious threat to both Meta and Alphabet.??

Despite the scale that this app has achieved, reliable information concerning monthly active users and the reach that it achieves in specific markets is limited. And aside from rapid growth, what do we actually know about the typical TikToker - especially in APAC growth markets? Assumptions are made - users skew younger and have more spending power than non-users. The challenge for advertisers is in validating these assumptions. Particularly in markets poorly served by traditional research firms.?

TikTok presents both an opportunity and a challenge for advertisers in Asia Pacific markets. Sustained economic growth and dynamic demography in the region is driving high levels of competition. Ensuring delivery of the right message, through the right platform, at the right time is critical. Particularly in a region with such high levels of geographic, cultural and demographic diversity.??

RealityMine has been helping clients to navigate this complexity for the last four years. Partnering with AMPD and setting up the region’s only digital metered panels, the RealityMine Data Marketplace provides access to data in Hong Kong, Indonesia, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam. RealityMine has, with AMPD, leveraged metered technology to uncover real-life SVOD consumption in the region. This is now the data of choice for SVOD platforms and OTT players to develop local services. SVOD behaviour is further contextualized by web and app daily data for every panellist.?

With the addition of TikTok ad-exposure data in the RealityMine Data Marketplace alongside Facebook, Twitter and YouTube, data buyers can now understand the profile of TikTok users across a range of markets and assess successful tactics. Providing a deep qualitative understanding of TikTok user profiles will not displace programmatic strategies but does provide valuable insight to inform more targeted campaigns and the effectiveness of them.??

With such a wide range of platforms and services competing for user attention and advertiser spend, securing reliable behavioural insight is critical for those operating in the region. Our data is not aggregated and doesn’t rely on any secretive or black-box methodology. Instead, we provide clients with event level data that allows them to understand macro behavioural and demographic trends, whilst lifting the lid on behaviour and activity within specific services.?

With single source demographic, app and web usage, SVOD content consumption and ad exposure data being provided, hard questions have suddenly become a lot easier to answer.?