You are scrolling through your favorite digital platform during your lunch break at work, and among the life hacks, recipes, and ‘edutainment’ videos from your favorite creators, a short, creative video from an unfamiliar brand catches your eye.
The content humorously and authentically showcases the product’s benefits. The video is so captivating that it stays on top of your mind long after you’ve left the platform. You even bring it up in social conversations. A few days later, your curiosity makes you research the product more and now you’ve made the purchase.
This is the remarkable power of view-through-attribution (VTA) on digital platforms. A brand’s engaging content not only captures attention but also creates lasting brand recall. It can subtly and effectively guide users through the purchase funnel, from initial awareness to eventual sale.
Yet, despite its significant influence, VTA is often approached with trepidation, as brands have traditionally relied on click-through-attribution (CTA) to measure business impact. However, we’ve found that CTA is only the tip of the iceberg and doesn’t look at the overall picture.
In fact, our research shows that 58 per cent of TikTok users delay visiting a brand’s website after viewing an ad to avoid disrupting their content browsing experience. But while video content may not result in an immediate click-through, its role in optimising returns on ad spend (ROAS) shouldn’t be undervalued. This is especially true in emerging markets like Saudi Arabia, where every cent counts.
Brands need to identify hidden drivers behind successful conversions
For brands aiming to penetrate lucrative markets in the region, strategic media spending is paramount.
Understanding the full impact of various advertising channels on digital platforms is essential to maximising business goals and conversions. And exploiting the breadth of these channels can make all the difference in achieving success.
A common misconception among marketers is that CTAs are the primary drivers of conversion. However, we know through our user research that more than 80 per cent of TikTok conversions are VTA. It’s an ‘Iceberg Effect,’ where the CTA is just the visible tip; the critical conversions occur beneath the surface with VTA.
Users are 1.5 times more likely to make a purchase after seeing a product on a digital platform, even if they don’t click on the ad right away.
The unique power of immersive and authentic brand content to drive indirect conversions is often underestimated. When marketers leverage the full spectrum of advertising tools on digital platforms, the effectiveness of a campaign permeates the entire purchase funnel, enhancing both upper funnel awareness and lower funnel conversions.
Content that emotionally resonates with the audience through relatability always fosters meaningful engagement. Incorporating such rich content and leveraging a digital platform’s native features, such as editing tools and collaborations, as part of the marketing toolkit not only boosts return on ad spend (ROAS) but also provides important insights into consumer behavior.
These insights can be used to enhance the customer experience and develop long-term brand loyalty.
A compelling example comes from an innovative partnership between Nivea and Nahdi Medical Company, the leading pharmacy chain in Saudi Arabia, to run a campaign solely on TikTok. The pharmacy used the platform’s collaborative ad format to sell the skincare brand’s products on its behalf directly on the platform. Nivea saw an impressive 3.94 times the ROAS on catalog videos and 1.31 times the ROAS on single videos.
This demonstrates the enormous business outcomes that can be achieved by harnessing the holistic influence of digital platforms on the purchase funnel.
An integrated approach is essential for lasting brand memorability and ROAS
For companies entering growing markets like KSA, adopting a comprehensive approach to media spending is essential.
While direct clicks are a key indicator of conversion, marketers must recognise the broader picture—namely, influencing purchase decisions over time and developing a sustainable customer base. Integrating VTA into performance metrics is crucial to capturing the full impact of advertising efforts.
An ongoing assessment of VTAs can also provide valuable insights that can help marketers refine their strategies and continue to raise their ROAS. By embracing an integrated view of the purchase journey, brands can make every piece of content work for them, ensuring that their ad efforts lead to measurable conversions.
Such an approach keeps them ahead of the curve, as robust digital advertising strategies steer sustained brand development and long-term success.
By Mahmoud Shammout, Head of Research & Insights, TikTok For Business (METAP & CSA)
