Tentpole moments have become hard to define, nuanced occurrences for advertisers aiming to keep up amid changing audience behaviors and a dynamic media and tech landscape.
Advertisers around the world look for ways to effectively leverage tentpole marketing moments with content that resonates and helps them stand out in a crowded market, and when executed strategically has the power to boost brand awareness and expand reach.
MAGNA Media Trials and TikTok have teamed up to develop “The TikTok Blueprint for Tentpole Success,” a marketing guide designed to help brands activate effectively on the platform, backed by research and proven strategies.
The study focused on advertising around the Paris 2024 Olympics, analysing both TikTok and cross-platform campaigns from brands in the retail, finance, and consumer packaged goods (CPG) sectors. It tested different ad formats, including Topview, Pulse, and Pulse Premiere, as well as various creative approaches, such as creator-led ads and repurposed content.
With sports playing a central role in advertisers’ media-buying strategies, these findings highlight the effectiveness of short-form video content in engaging audiences and maximizing the impact of tentpole marketing.
Among the key findings is the importance and relevance of TV to tentpole events. While short-form videos have changed how people today engage with major cultural events, 42% of people surveyed agree they are using short-form video platforms multiple times per day to follow the event, compared to 35% who followed on TV and 30% who turned to internet Search.
For this specific tentpole moment, the shift to TikTok to consume more of this event content was driven by an increased frequency of use of the platform with 57% of Australian’s stating they “use TikTok more in general”.
MAGNA Media Trials and TikTok study revealed athletes and celebrities’ own content on TikTok was the top reason audiences engaged, with 44% of participants indicating they were on the platform to follow these personalities.
For budget conscious marketers, the data showed tentpole events are unique moments where viewers liked the continuity of seeing TV ads re-purposed on TikTok. The research report ad performance was strong on attention (63%), brand favorability/perception (58%), and enjoyment (54%).
MAGNA and TikTok also discovered that after this initial exposure and connection, creator-led ads then performed better as they continued the drumbeat, lifting search intent by +7% and brand differentiation by +11%.
Jorge Ruiz, global head of marketing science, TikTok, said: “TikTok is where audiences are engaged, and marketers are able to tap into the excitement around cultural events to help support their advertising outcomes, such as brand awareness and reaching new audiences.”
‘Uniquely powerful advertising opportunity’
“Australians increasingly consume media on demand, choosing what and when to watch,” Hannah Rook, head of intelligence and insights at MAGNA MediaBrands, said. “This makes shared events—and the unified audience they create — a uniquely powerful advertising opportunity.”
“To maximise this opportunity, brands can achieve significant amplification using multi-platform strategies. This study looks to uncover the levers for amplification and show the positive effects on advertising effectiveness.”
Jorge Ruiz, global head of marketing science, TikTok, said: “TikTok continues to be the go-to destination for experiencing and participating in the world’s biggest cultural moments. TikTok is where audiences are engaged, and marketers are able to tap into the excitement around cultural events to help support their advertising outcomes, such as brand awareness and reaching new audiences.
“Our latest research with MAGNA shows that TikTok is now the go-to medium for viewing tentpole events, with 42% of users using short-form video platforms multiple times a day following an event,” Ruiz added.