Kantar named a TikTok measurement partner for Brand Lift studies
New York, NY, April 17, 2024: Kantar, the world’s leading marketing data and analytics company, has been named one of TikTok’s measurement partners for Brand Lift studies.
TikTok’s Marketing Partners Program endorses experts in attribution and incrementality measurement, with the aim of helping brands better understand the impact of advertising on the platform. Kantar is endorsed by TikTok as providing the highest standards of measurement excellence and serving as an independent source of truth of TikTok’s ability to drive marketing outcomes.
Kantar is named as a specialist partner for Brand Lift measurement, which enables TikTok advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability.
The qualification process comprised more than 700 TikTok Brand Lift studies conducted in partnership with brands including Pepsi. In addition to delivering proof of concept, this further cemented Kantar’s expertise and knowledge base in the TikTok environment.
Commenting, Nicole Jones, Chief Media Commercial Lead, North America, said: “This is a great endorsement of our expertise in how to make digital ads that work, and the relationship we’ve been building with the TikTok team. Our Media Reactions research shows that, for advertisers, there is a huge opportunity in harnessing the creative and joyful power of TikTok to deliver business results. Understanding the impact their ads are having is the first step in doing that in a strategic and measured way.”
Jorge Ruiz, Global Head of Marketing Science at TikTok, added: “Partnering with measurement experts like Kantar helps our clients make better decisions. Whether it be research, measurement, or producing innovative industry work, Kantar provides our clients with strategic insights that they can leverage to drive strong campaigns on TikTok which lead to meaningful growth for their businesses.”
Get in touch: https://www.kantar.com/north-america/contact/na-contact-us
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Meta Announces Five New Lead Generation, AI Powered Tools for FB, IG
Throughout its family of apps, Meta is launching five new lead-generation advertising tools, AI-powered features, and CRM alliances. The goal of the tools is to improve consumer connections and campaign efficiency for marketers by generating high-quality leads on Facebook and Instagram. With its most recent feature rollout, Meta hopes to increase customer engagement, establish a connection with prospective buyers, and boost revenue by allowing users to initiate chats, fill out forms, and receive calls from businesses.
New AI-powered features of Meta
Because they are more likely to convert interest into actual sales, quality leads can save businesses both time and money. Marketers must use tools to optimize lead generation because of the increased conversion rate. By doing so, they can ensure more effective campaigns and maximize return on investment.
Click on Whatsapp Lead Generation
The lead objective feature, which is already present on Instagram Direct and Messenger, will now be available on Facebook and Instagram ads that click to initiate a WhatsApp conversation. In the future, certain advertisers will be able to add a Q&A flow in Ads Manager. Advertisers can now provide users with a coupon in exchange for answering the questions on Instagram Direct. The customer can then use the discounts on their subsequent goods or services.
Instant form ad format
For heightened visibility, Meta is launching an instantaneous advertising format designed to facilitate people’s simultaneous discovery and connection with multiple businesses. For instance, users can quickly share their contact details with other relevant businesses, such as nail salons, after registering for a bridal hair trial. It gives consumers greater convenience and increases the likelihood that potential clients will find small businesses.
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Contacting Facebook leads
Additionally, Meta is testing the capability for companies to make direct phone calls to potential customers via Facebook and Messenger, displaying the company’s name and logo on the incoming call screen so that potential customers can identify the caller.
Video Credit: Search Engine Land
Meta Advantage for Lead Generation
With the use of Meta Advantage machine learning technology, Meta is testing a feature that completely develops lead-generation campaigns for advertisers by automating targeting, creative, placement, and budget. Facebook is also testing automated instant form generation based on brand website content.
HubSpot
Meta has streamlined its CRM integration with Zapier and added HubSpot as its newest CRM partner in order to better serve the leads created by these new features. These kinds of integrations can improve campaign performance and assist companies in converting leads.
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