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How outdated attribution strategies harm ad performance on TikTok

on Sep 16, 2021 | 0 comments

By Charlotte McEleny

TikTok x AppsFlyer Whitepaper_In-article Graphics_Blog Post 2_FA-3

According to a joint report by AppsFlyer and TikTok, video accounts for 40% of all programmatic ad spend in South East Asia, representing a major shift in investment for advertisers. Yet there’s still a considerable opportunity for brands that is being missed due to outdated approaches to attribution.

The AppsFlyer-TikTok whitepaper noted that marketers are currently focused on click-through-attribution (CTA). As video ad formats become more immersive, incorporating view-through-attribution (VTA) can improve media spend efficiency and give a more holistic view of the consumer conversion funnel.

The report looked at short-form video platform TikTok to understand consumer behavior of South East Read full story ›

Source: The Drum