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Case study: Quantifying the impact of TikTok advertising

1 minute read | February 2022

Brands in Southeast Asia (SEA) knocked it out of the park on TikTok in 2021. With more than 240 million users in the region creating over 800 million videos and generating over one trillion views, the platform saw marketers lean into the opportunity to boost brand awareness and engagement.

In this case study, we look at how TikTok for Business’ suite of full-funnel, immersive ad solutions delivers a positive return on advertising spend (ROAS) of up to US$2.6. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:


Additional ROAS by running > 1 ad format


Additional ROAS by running sustained campaigns


ROAS by running 2-3 HTC campaigns

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