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TikTok unveiled its new artificial intelligence (AI) platform, Smart+, designed to simplify the ad creation and deployment process for advertisers on the app.
This innovative platform automates the entire ad campaign journey, from creative development to delivering ads to the right audience, making it easier for brands to engage with users effectively.
Alongside Smart+, TikTok also launched its Out of Phone: Retail service, allowing brands to display branded TikTok content in retail locations.
In a recent newsroom post, TikTok detailed its new advertising solutions aimed at helping brands kickstart ad campaigns at lower costs. Announced during Advertising Week, Smart+ stands out as a performance automation solution that seamlessly manages campaigns based on brand-specific requirements.
Advertisers simply need to provide their assets, budget, and campaign goals. The Smart+ platform utilizes advanced algorithms to automatically create and select the most effective creative assets, target the right audience, and display ads in a way that maximizes user engagement. TikTok Symphony is used to generate these creative assets, ensuring they resonate with the platform's audience.
According to internal testing by TikTok, the Smart+ platform boasts a remarkable 52% improvement in return on ad spend. The platform incorporates three main AI-powered workflows each designed to enhance campaign performance:
1. Smart+ Web Campaigns: This workflow manages end-to-end ad campaigns focused on driving traffic to advertiser websites. It also streamlines the user journey minimizing the number of steps needed to reach the website.
2. Smart+ App Campaigns: Leveraging TikTok’s discovery mechanisms, this feature aims to increase app installs and conversions effectively connecting users with relevant applications.
3. Smart+ Lead Generation Campaigns: This workflow targets engaged audiences those who have previously shown interest in similar products by using native lead generation solutions to convert interest into customers.
In addition to the Smart+ platform, TikTok launched Out of Phone: Retail, an in-store digital advertising solution. This new service enables brands and retailers to display both organic and branded TikTok content directly in retail spaces.
By bridging the gap between online engagement and in-store purchasing decisions, this initiative aims to enhance the overall shopping experience for consumers.
TikTok’s Smart + platform and Out of Phone: Retail service are regarded as a breakthrough in advancements in advertising techniques. TikTok is giving off the vibe of a performance marketing expert while automating the ad campaign process and providing strong online and in-store engagement tools.
Many brands are going to want to communicate with their consumers in a more effective way and those developments surely will work for the digital marketing business.
