CANNES — Consumers’ behavior is changing dramatically – and that is prompting advertisers to re-think how they measure effectiveness.
On TikTok, the vast majority of users are taking some kind of action after being entertained or educated on the platform, says Adolfo Fernández, Global Product Strategy & Operations, in this video interview with Beet.TV.
“91% of users take any form of action on TikTok,” he says. “61% of users actually end up purchasing anything on and off the platform.”
But Fernández says many advertisers are missing the full picture of TikTok’s impact, because their ad measurement method is too narrow.
“72% of the conversions that are driven by TikTok are not attributed and captured by last click attribution models,” he says.
“And that’s a huge issue on how advertisers actually make decisions on how they allocate their budgets across platforms.”
Fernández also says the traditional split between “brand” and “performance” …