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TikTok has introduced two new options to give advertisers more choice regarding where their content appears:
- Category exclusion.
- Vertical sensitivity controls.
Additionally, the social media platform is unifying account-level controls for all brand safety and suitability solutions within TikTok Ads Manager (TTAM) to make using these new tools even easier.
Why we care. Ads that appear next to content that doesn’t align with your brand identity aren’t ideal. Not only does it contradict their company’s message, but it likely makes it harder to reach and engage with valuable consumers.
Category exclusion. This new feature allows advertisers to control whether their ad appears next to four non-standard categories:
- Gambling and lotteries.
- Violent video games.
- Martial arts.
- Youth content.
By managing the association with these content categories, brands can ensure consistency in messaging. 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, gambling content in entertainment such as movies is permitted.
Vertical sensitivity. Advertisers can use this feature to choose their industry vertical and avoid content related to that industry that they deem incompatible with their brand positioning, providing an additional layer of brand protection. For example, a travel brand that typically focuses on nature-themed content might opt out of appearing next to content about volcanoes or floods.
TikTok now offers 11 verticals to choose from:
- Pets.
- Beauty.
- Food.
- Fashion/retail.
- Trip.
- Financial services.
- Technology.
- Automotive.
- Gaming.
- Professional services.
- Entertainment.
Verified Third Party Results. TikTok also expanded its partnerships with DoubleVerify (DV), Integral Ad Science (IAS), and Zefr to include post-campaign measurements of these new controls
Unified TikTok Ads Manager hub. Additionally, the platform has introduced the Brand Safety Hub in TikTok Ads Manager to simplify brand safety measures and provide consistency for advertisers. This hub provides advertisers with a smoother process, allowing them to set brand safety and eligibility preferences at the account level, which then become defaults for future campaigns. It is designed for advertisers who have clear preferences and want to apply them automatically with minimal effort.
What TikTok says. TikTok said in a statement:
- “In addition to brand safety, we respect that brands know their values best. As such, they may have preferences about where they appear, especially when it comes to the content alongside their ads.”
- “That’s why we strive to continually innovate beyond traditional eligibility standards to build solutions that give advertisers even more control.”
- “The new controls go beyond typical industry standards and guidelines for protection, including the Global Alliance for Responsible Media (GARM) Brand Suitability Framework.”
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Deep dive. Read the one from TikTok announcement completely for more information.
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