Brand managers and Chief Marketing Officers want it, even as Congress seeks to block it from U.S. users short of its sale to an entity not connected to the Chinese Communist Party. Now, iSpot is delivering audience reach metrics to them for advertising and promotional messages appearing on the TikTok platform.
The measurement company known for its TV audience metrics has formally integrated with TikTok in the U.S., giving brands “an unprecedented view into the audience reach that the leading short-form video platform delivers compared to American Linear TV viewers.”
Users of iSpot’s Unified Measurement Platform, which verifies and measures TV advertising across streaming platforms, apps, services, and traditional linear networks, have access to the new offering.
In a recent meta-analysis of 21 campaigns using iSpot.tv’s measurement solution, iSpot found that, on average, 58% of TikTok impressions reached a unique audience of viewers who were unexposed to the TV portion of the campaign.
This, iSpot says, demonstrates the efficiency of TikTok campaigns in driving new audiences to advertisers’ linear TV campaigns.
“Marketers and brands that aren’t considering TikTok as integral to their cross-platform marketing campaigns are clearly missing out on an opportunity to extend their reach and drive results,” said Stu Schwartzapfel, EVP of Media Partnerships at iSpot.tv. “We’re thrilled TikTok leaned into our leading Unified Measurement to uncover, understand and ultimately capitalize on consumers who are not reached by linear TV.”
