On Monday, June 20, TikTok hosted its first corporate event at the 2022 Cannes Lions International Festival of Creativity.
Several leaders of the social media platform were on hand to discuss their vision for the company’s future and challenges.
The event, held annually in the resort town of the French Riviera, is considered one of the advertising industry’s most important awards ceremonies, and TikTok executives discussed several topics.
These include adding shopping features, security challenges, iOS 14 Privacy Settings All about social media advertising and the influencer/creator economy.
TikTok aims to win more advertisers despite privacy restrictions
Blake Chandlee, TikTok’s president of global operations solutions, revealed that the platform currently has hundreds of thousands of advertisers, but is targeting millions.
It plans to do this by adding new tools to the platform and implementing an internally developed program to report on ad quality.
same as other social media sitesTikTok has been finding new ways to target ads after Apple gave users the option to limit cross-platform tracking.
According to Ray Cao, managing director and global head of monetized products, strategy and operations, TikTok’s platform will include more contextual targeting.
Additionally, the platform is taking steps to address quality control and brand safety issues that have led some advertisers to be wary of TikTok in the past.
Francis Stones, TikTok’s head of brand safety in Europe, said the platform’s review process now includes more than just pictures. It also checks voices, texts and emojis to make sure brands aren’t inadvertently associated with potential issues.
In-platform shopping will expand
TikTok is currently in the process of global expansion Real-time shopping functionaccording to Sofia Hernandez, global head of commercial marketing.
This new feature will allow brands to take advantage of the viral status they can get directly from user-created content.
These changes should allow digital marketers to target audiences more precisely, opening up new opportunities for them. Brands and content creators will be able to increase their exposure by reducing concerns about negative associations, while also gaining access to sales tools.
resource: proverb
Featured image: Mehaniq/Shutterstock
