This week, TikTok introduced Smart+, a new automated advertising solution now available globally, including the METAP region.
TikTok claims that it draws in users who aim to be entertained and leave having discovered new products and trends. The platform said that 61 per cent of users have purchased something after seeing content on TikTok, confirming that people are taking real action as a result of their experience on the platform.
Based on this insight, Smart+ aims to help brands tap into the full power of TikTok, enhance their ad creation and deliver the right ad to the right person with the best performance.
TikTok and the future of ad automation
The new feature automates the performance advertising process across targeting, bidding, and creative.
Advertisers can input their assets, budget, and targeting goals and Smart+ automatically creates or selects the best creative asset, chooses the right audience, and puts the best ad in front of the right customer at the right time.
To do this, Smart+ utilises TikTok Symphony, a suite of creative solutions powered by generative AI, which scales content development, creativity, and productivity on TikTok. This includes all stages of the creator process, from writing a script to producing a video and optimising assets..
Smart+ aims to simplify the ad buying process while maximising business outcomes with various campaign objectives including:
- Smart+ Web Campaigns: Which drive traffic and lower funnel actions, including sales, on advertisers’ websites
- Smart+ Catalog Ads: Which drives lower funnel outcomes by automatically delivering relevant product recommendations to people based on their interests, intent and actions
- Smart+ App Campaigns: This leverages the power of discovery on TikTok to drive app installs and conversions
- Smart+ Lead Generation Campaigns: This turns lean-in audiences into high-value customers utilising the platform’s lead-gen solutions.
Smart+ in use
TikTok claims that brands in the region have already started testing Smart+ and have seen significant results.
For example, Trendyol, a Turkish based e-commerce platform, sought to enhance its performance and drive sales for top products in the rapidly growing digital markets of the UAE & KSA.
To accomplish this, Trendyol collaborated with TikTok to optimise its online presence by delivering highly engaging and relevant ads to a broader, tech-savvy audience while focusing on maximising return on ad spend (ROAS).
It leveraged Smart+ to deliver maximum performance efficiency. Focusing on a full-funnel strategy, Trendyol set out to increase brand awareness and drive conversions during peak shopping seasons, when e-commerce demand is at its highest.
Smart+ seamlessly integrated performance best practices into one cohesive, highly efficient campaign, enabling Trendyol to optimise its efforts across all stages of the customer journey. Additionally, the platform’s powerful creative optimisation tools allowed Trendyol to leverage TikTok’s advanced AI to enhance creative assets swiftly, significantly reducing both production costs and ad fatigue.
By automatically reallocating budgets to the best-performing creatives, TikTok said that Smart+ not only improved campaign effectiveness but also eased campaign management, freeing up marketers to focus more on strategic growth rather than day-to-day operations.
Trendyol saw outstanding results: a 21 per cent lower cost per acquisition (CPA), a 26 per cent increase in conversion rate and an 89 per cent improvement in ROAS.
“At TikTok we are always building for the future. We have been listening, learning, and innovating with our advertiser partners to continuously develop solutions that deliver performance,” said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia – TikTok. “TikTok is a unique ecosystem where culture, discovery, and commerce come together. Our goal with these new solutions is to empower brands in the region to engage their communities on TikTok and achieve business results.”
With the introduction of Smart+, TikTok aims to help advertisers meet their community where they are – discovering, searching and buying on TikTok.
The platform intends on helping its partners deliver real business outcomes, in addition to helping them achieve their media goals.
