TikTok introduced two new controls to give advertisers more choices about where their content appears:
Category exclusion. Vertical sensitivity controls.
In addition, the social media platform is combining account-level controls for all security and brand suitability solutions within TikTok Ads Manager (TTAM) to make these new tools even easier to use.
Why we care Ads that appear next to content that doesn’t align with your brand identity aren’t ideal. Not only does it conflict with your company’s message, but it’s also likely to make it harder to reach and engage with high-value consumers.
Category exclusion. This new feature allows advertisers to control whether their ad appears alongside four non-standard categories:
Games of chance and lotteries. Violent video games. combat sports Juvenile content
By managing association with these content categories, brands can ensure message consistency. Category exclusion only applies to content that does not violate TikTok’s Community Guidelines; for example, while the platform now allows the promotion of gambling services, content involving gambling is allowed in entertainment such as movies.
Vertical sensitivity. Advertisers can use this feature to choose their industry sector and avoid content related to it that they feel is inconsistent with their brand positioning, providing an additional layer of brand protection. For example, a travel brand that typically focuses on nature-themed content may choose not to appear next to content about volcanoes or floods.
TikTok now offers 11 verticals to choose from:
Pets beauty Food. Fashion/Retail. Travel. Financial services. technology automotive games Professional services. entertainment
Third-party verified results. TikTok also expanded its partnerships with DoubleVerify (DV), Integral Ad Science (IAS) and Zefr to include post-campaign measurement of these new controls.
Unified hub of TikTok Ads Manager. In addition, the platform has introduced the Brand Safety Hub in TikTok Ads Manager to simplify brand safety measures and provide consistency to advertisers. This hub gives advertisers a more seamless process, allowing them to set security and brand suitability preferences at the account level, which then become the default settings for future campaigns. It’s designed for advertisers who have clear preferences and want them to be applied automatically with minimal effort.
What TikTok says. TikTok said in a statement:
“Beyond brand safety, we respect that brands know their values better. As such, they may have preferences about where they are shown, especially when it comes to the content alongside their ads.” “That’s why we’re committed to continually innovating beyond traditional suitability standards, to create solutions that enable to advertisers with even more control.” “The new controls go beyond common industry standards and guidelines for protections, including the Global Alliance for Responsible Media’s (GARM) Brand Suitability Framework ).
Get the daily search newsletter marketers trust.
deep dive. Read TikTok’s announcement in full for more information.
[ad_2]
Source link
