SAN FRANCISCO—Samba TV and TikTok today released the findings of a first-of-its-kind partnered study measuring the effectiveness of advertising on the global entertainment platform to deliver awareness and conversion into viewership of shows, movies, and live events.
As the media landscape continues to fragment, content providers are eager to identify the most effective ways to drive “tune-in” beyond traditional television campaigns. To assess the value of TikTok advertising to deliver against the emerging currency of viewership, the company tapped data and measurement company Samba TV to commission over 30 independent tune-in studies across a variety of advertisers and program genres to measure the value of TikTok at driving viewership from the small screen to the big screen.
