Introduction to TikTok’s New Ad Format
TikTok is launching a brand new augmented reality ad format, allowing users so as to add interactive visual effects from advertisers to their videos. This recent format, called "AR brand effect," will enable users to interact with the physical environment around them, making a more immersive experience.
How the New Ad Format Works
The "AR brand effect" ad will allow users so as to add interactive visual effects, resembling a automobile zooming across the kitchen table or a mascot bouncing across the room. The ads will likely be clickable and have music that plays because the user shoots their video. Although the precise name of the ad product may change when it launches, the worldwide rollout is anticipated to happen within the third quarter of this yr, with unknown pricing.
Comparison to Other Social Media Platforms
The recent ad product will put TikTok in direct competition with Snapchat’s Sponsored Lens and Word Lenses augmented reality formats and Instagram’s AR filters. However, Instagram’s AR filters are usually not yet an ad product. TikTok already offers a product called Branded Effect, which lets users add 2D animated lenses to their videos that might be triggered by face and hand movements.
Pricing and Availability
When Snapchat initially launched its Sponsored Lens, the price was around $500,000 a day for a national takeover within the U.S., which was prohibitive for a lot of advertisers. However, over time, Snapchat introduced Lenses to its ad auction, bringing down the value, which is billed on a CPM basis. TikTok’s pricing for its recent ad format has not been announced, nevertheless it is anticipated to be competitive with other social media platforms.
User Growth and Advertising Roadmap
TikTok has been quickly following the promoting roadmap laid out before it by other social platforms, and its user growth is soaring. The TikTok app and its Chinese version, Douyin, topped 2 billion downloads on the Apple App Store and Google Play Store in March. According to Paul Kasamias, managing partner of performance at media agency Starcom, "Their ability to scale and move forward is frightening, really. If they get it right they’ll be an enormous player in the following six months to a yr."
Conclusion
TikTok’s recent augmented reality ad format is anticipated to be a game-changer for the platform, allowing users to create more immersive and interactive experiences. With its rapid user growth and competitive pricing, TikTok is poised to change into a significant player within the promoting industry. As the platform continues to roll out recent ad products, it is going to be interesting to see the way it compares to other social media platforms and the way advertisers reply to the brand new format.
