TikTok Is the Most Innovative Advertiser According To A New Study

Source: TikTok

TikTok is the most innovative advertiser according to Kantar's Media Reactions study. The annual study surveyed over 18,000 consumers and 1,000 senior marketers covering 400 brands across the globe.

The study found that TikTok ads are widely considered to be the most "fun and entertaining." TikTok was also the only brand that saw an improvement in trust by marketers. However, when it came to ad quality, TikTok came in at number two, a step down from last year’s top spot.

Given the progress TikTok has made this year with its ad solutions, grabbing the top spot as the most innovative advertiser is well-deserved. Some notable innovations include Interactive Add-Ons, Branded Missions, Flexible Attribution Windows, and Shopping Ads. Last year, it launched Spark Ads, its version of Meta's Branded Content Ads.

The centerpiece for all of these innovations is creators and communities. Recent developments have enabled marketers to amplify creator-led content to get in front of relevant and engaged communities across TikTok.

TikTok doesn’t look to be stopping anytime soon with expanding its ad solutions, so don’t be surprised if it makes a repeat appearance next year.