TikTok, PMG Experts Say Ad-Measurement Is Key for Social-Video Success

Introduction

In recent years, the field of performance marketing has undergone significant changes, particularly regarding measuring outcomes and effectiveness. According to industry experts, marketers are increasingly recognizing the critical shift brought about by privacy regulations and the necessity of measuring true incrementality. This has compelled marketers to take ownership of their measurement ecosystem.

The Experts' Insights

Lori, who leads analytics and data science at PMG—a full-funnel digital media agency—shared her unique perspective. Having worked previously on the brand side at notable retailers like Sephora and Gap Inc., Laur's experience spans both agency and brand sectors. She emphasizes the need for brands, especially those in retail, to create robust measurement roadmaps that address performance concerns, underscoring the importance of moving up-funnel in their marketing strategies.

Adula from TikTok, who serves as the Global Head of Performance Solutions and Operations, highlighted a crucial shift in consumer behavior over recent years. While the fundamental principles of marketing remain consistent—connecting with audiences and driving performance for advertisers—the explosion of diverse media platforms has transformed how consumers interact with brands. He noted the blurred lines along the marketing funnel—where consumers often engage with content and subsequently make purchases—a trend increasingly observed on platforms like TikTok.

For marketers, the landscape is becoming increasingly intricate due to the multitude of channels. Experts argue that success hinges on the ability to triangulate across various methodologies and data sources—combining insights from multiple platforms to develop a comprehensive view of campaign effectiveness. This collaboration among agencies, brands, and platforms is essential in navigating the complex ecosystem.

The advent of first-party data and advanced measurement techniques, such as machine learning-driven approaches, is paving the way for new models of measurement that can address the growing challenges posed by signal loss in traditional measurement techniques. It is imperative for brands to invest in their own first-party data and build strong authentication strategies to improve their measurement capabilities.

Experts agree that a state-of-the-art marketing function today should include a robust analytics framework guided by questions relevant to marketing effectiveness. Marketers must collaborate seamlessly with their agencies and technology providers to implement rigorous testing and learning methodologies, ultimately driving more informed decisions.

As marketers shift towards a more comprehensive view of performance, Adula and Lori reiterate the importance of collaboration. They assert that the collective accountability among agencies and brands, supported by open communication regarding clear KPIs, is critical for optimizing campaign performance. For brands to thrive in this dynamic landscape, they must also ensure that all stakeholders—such as CFOs and CEOs—understand the value and impact of their marketing initiatives.

Looking toward future challenges, the experts highlight the ongoing struggle with data cleaning as a key issue that needs addressing. They are hopeful that AI advances will play a pivotal role in overcoming these hurdles, allowing marketers to streamline measurement processes and make more effective data-driven decisions. The need to democratize access to advanced measurement solutions is paramount, ensuring that brands of all sizes can leverage sophisticated analytics capabilities to support their marketing objectives.

Keywords

• Performance marketing
• Measurement ecosystem
• Privacy regulations
• Incrementality
• First-party data
• Consumer behavior
• Collaboration
• Marketing funnel
• Analytics framework
• Data cleaning

FAQ

Q1: What has changed in performance marketing over the last few years?
A1: The major changes include the impact of privacy regulations, the need for true incrementality in measurement, and a significant shift in consumer behavior, particularly in how they interact with social media platforms.

Q2: Why is ad measurement important for platforms like TikTok?
A2: Measurement helps advertisers understand the effectiveness of their campaigns, tracking conversion rates and optimizing spending to drive better outcomes.

Q3: What role does first-party data play in modern marketing?
A3: First-party data is crucial for addressing signal loss in traditional measurement models, allowing brands to create more tailored strategies and improve their measurement capabilities.

Q4: How can brands and agencies improve collaboration?
A4: They can enhance collaboration by establishing clear KPIs, engaging in open communication about goals, and jointly optimizing campaign strategies.

Q5: What challenges do marketers face in measurement today?
A5: Marketers struggle with data cleaning and the integration of various data sources into a coherent measurement strategy, which AI advancements may help to address.