TikTok and LiveRamp have partnered to launch a sales lift measurement solution for CPG brands in the UK and France.
The measurement solution will report on sales lift for brands that advertise on TikTok. It measures the incremental sales lift of offline and online purchases after seeing an ad on TikTok. Through partnerships with some of the world’s most eminent retail media enablers, LiveRamp is able to quantify the effectiveness of advertising campaigns for brands in the UK and France.
This connection between online impressions and offline sales can help reveal the true incremental value of ads, uncovering opportunities to discover insights for audience optimisation and learn more. The end result? Advertisers can get answers to key business questions such as:
- What were the incremental sales driven from TikTok for my business?
- Which TikTok campaign elements are most impactful for driving incremental sales for our brand?
- Are the incremental sales driven by new or existing brand customers?
Early results have been positive. Of the 34 campaigns across the UK and France that have been measured using this new LiveRamp solution, UK brands saw +5.5% incremental sales, and +11.5% in France. That is 1.8x sales lift compared to the average UK LiveRamp benchmark, and 4x higher than the France benchmark.
Pierre-André Gautier, Head of Strategic Partnerships (EU), LiveRamp commented; “TikTok has quickly become an entertainment phenomenon throughout Europe, offering a unique platform to engage users with brilliant brand experiences. We are delighted to be joining forces with TikTok to ensure advertisers have the insights needed to optimise for the best user experience possible, and measurement they need to prove true value both online and offline”
Jorge Ruiz, Global Head of Marketing Science, TikTok said; “We are excited to partner with LiveRamp to help European advertisers measure the sales effect impact of their CPG campaigns on TikTok. Combining the power of TikTok ads and LiveRamp insights will help brands learn and unlock how their ads drive sales outcomes on our platform.”
Sources:
TikTok Marketing Science meta-analyses + closed beta, UK, conducted by LiveRamp 2022-2023
TikTok Marketing Science meta-analyses + closed beta, FR, conducted by LiveRamp 2022-2023)