TikTok welcomed the media buyers and brands to the Hordern Pavillion on Wednesday for an entertaining yet informative afternoon at the annual For You Summit.
Attendees were presented with case studies from Virgin Australian and Pepsi that demonstrated the platform’s effectiveness and campaign insights.
The event also saw the unveiling of Shift 20 Initiative’s casting channel on TikTok, Shift 20 Casting Call (@shift20castingcall).
The channel aims to educate, empower, and enable brands, advertising agencies, and casting directors to find talent with disabilities. It also aims to grow the talent pool and democratise the casting process for talent with disabilities.
Mediaweek caught up with media buyers who attended the event to get their thoughts on offerings and what piqued their interest.
James Dixon
James Dixon, Atomic 212’s chief data officer and partner, praised TikTok for its “useful and informative” upfront.
He noted the focus on the channel’s ROI with two data points: TikTok is the #1 most cost-effective channel for purchase intent (source Kantar), advertisers who recut their TVC for TikTok see on average a 1.5 return on advertising spend (source: Nielsen).
For Dixon, the highlight of the presentation was Tracksuit’s study of brand awareness and click-through rates. “The result was NO correlation of big brands and ad engagement. Takeout: viewers will watch good content regardless of brand.”
“But more important was an opposing data-strong correlation of brand awareness and conversion rate, where 60% awareness will see x3 conversion rate and therefore a third the acquisition cost.
He added: “This is a great statistic for media planning, reinforcing the need for the long and short communications.”
Jamison Milessis
Jamison Milessis, Bench Media’s senior performance manager, said the summit highlighted a few big changes for marketers.
“First, the platform’s ability to blend awareness and performance targeting is a game-changer. Instead of choosing between brand-building or immediate sales, TikTok lets you do both at once. It’s the perfect balance for driving results while still growing an audience.
“Then there is how TikTok leverages creators to capture moments in real time. People trust creators way more than traditional ads, and TikTok’s ability to tap into this helps brands connect with audiences in an authentic way.”
Milessis called out the introduction of TikTok Symphony as another key stand-out. He said: “While AI in creative isn’t new, this tool makes high-quality, engaging ads accessible to marketers of all budgets. Symphony allows you to scale campaigns without having to compromise on quality.”
Milessis added that TikTok’s upfront demonstrated how it has grown into a “driving brand success, with tools that make it easier than ever to get creative and grow.”
Gerry Bowness
Gerry Bowness, head of digital at Mediahub, highlighted TikTok’s reach and engagement – 8.5m and counting Australian users consumers a “movie length’s” worth of content a day – shared by country manager Brett Armstrong at the start of the presentation.
“Impressive stats that reinforce the need for brands to put proper time, effort and consideration into their TikTok journeys,” he said.
He noted that a recurring theme throughout the presentation was that any great creative can be used within the platform but must be cut, edited, and reformatted to fit the platform.
“Running standard TVCs just don’t cut it in a platform like TikTok and, in my opinion, can actually make a brand stand out like a sore thumb,” he said.
Libby Minogue, chief revenue officer at Virgin Australia, reinforced his point as she demonstrated the airline’s journey of maturity.
“We all know that brands have playbooks and guidelines – but for success and authenticity in a platform like TikTok we need to be brave and take controlled risks,” Bowness said.
Bowness also noted the platform’s presentation with brand monitoring company Tracksuit and its founder, James Hurman, to discuss the importance of Brand and Performance marketing working harmoniously together.
“Compelling stats were presented that outlined the correlation between brand health and performance marketing.” Bowness added: “This is a lesson that should be heard by all marketers, not just those at the TikTok summit.”
James Lucas
For James Lucas, OMD’s head of investment in Brisbane, the For You Summit was a “bold statement of confidence to the market” despite no launch or fresh announcement.
“It was a bold statement of confidence to the market, saying (without overtly saying) that the product suite is already outstanding; however, how it’s being used by advertisers needs evolution.
“These messages were easier to hear without the clutter,” he added.
“TikTok used its 90 minutes of attention with agencies and marketers (about the same amount of time their 8.5m users spend on the platform each day) to focus on providing food for thought on how advertisers should be engaging with audiences on the app and best harnessing the full power of the platform.”
Lucas said that as ad dollars continue to migrate to Google and Meta, he said “it’s easy to see why TikTok has focused on its positioning” as a full-funnel solution for advertisers.
“The narrative around why ‘TikTok can operate as a full-funnel solution for advertisers’ has never been better articulated, or more actionable. The product suite, data offering and operations with content makers are as well-oiled as ever; touted by brands including Virgin Australia and Pepsi who have partnered with TikTok to deliver on growth ambitions – short and longer-term – a full-funnel experience.”
Lucas said for other advertisers that want to maximise ROI on the platform and deliver brand and conversion outcomes, there needs to be a dedication “to measurement, authenticity and the ability to blur the hard barriers between performance and brand tactics.”
“Linking brands back to cultural trends, signals and forces were referenced throughout the presentation as an important avenue to provide heightened touchpoints with customers.
“For TikTok, these cultural moments operate as a catalyst for increased interest by users and increased investment by advertisers on the app – a core component that brings the full funnel opportunity to life. Done well, authenticity and built for the platform, brand love and consideration can skyrocket.
However, he noted that if done poorly and the opposite occurs, the implications can be problematic for brands.
“TikTok offers a highly engaged, mass community, how we show up needs to be always well considered with a lens applied from the perspective of the intended audience and the mindset in which they are receiving the message.”
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Top image: James Dixon, Jamison Milessis, Gerry Bowness and James Lucas