MEDIA GUIDE BOOK - SEA - D'zire Media
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MEDIA GUIDE BOOK
- SEA -
Global Marketing Solution, July.2019
Short-Form video ads and playable ads keep increasing worldwide
Growth of Global Digital Ads and Digital Video Ads
Percentage
$450.00 20%
$400.00 18%
$350.00 16%
$300.00 14%
12%
$250.00
10%
$200.00
8%
$150.00 6%
$100.00 4%
$50.00 2%
$0.00 0%
2018 2019 2020 2021
Digital Ads investment Digital Video Ads Percentage
Source：eMarketer 2019 January，articled by Caroline Cakebread Source：eMarketer 2019 January; WARC, Being effective
in short-form video Part of the marketer’s toolkit 2019
Mobile Ads forecast in Southeast Asia
Mobile Ads have become the Mobile videos Ads in SEA are even more
mainstream and continue to increase effective than other market
10% 125%
More time using mobile Mobile watch-time
internet in SEA than growth in SEA
market in the world
Source：eMarketer 2019 Source：Sitebeat report 2019
Global Footprint
75 Russia
languages covered
UK
150
Germany
France
China
Japan
USA
markets covered Korea
India
Mexico Thailand
330m Africa
Philippines
global MAU Malaysia Indonesia
Brazil
Australia
TikTok leads global app downloads
No.1 No.3
App Store Google Play
Downloads Downloads
Source: 2019 Sensor Tower Inc
An attention-grabbing platform despite content fragmentation
Monthly Avg Session Duration on Apr. 2019
TikTok Compared to the same month of 2018
310s
Facebook
219s
% 6.8% 14.5%
TikTok Facebook Instagram
Reddit
Instagram 178s
150s
Twitter 4% 3% 1.2%
124s
Twitter Reddit Snapchat
Snapchat
79s
Source: Monthly Avg Session Duration, App Annie, 2018-2019
Personalized Recommendation System
device
finance
Aged 18
professor
iPhone X
goddess student
User
rate DSLR
female
star
couple Aged 23
music island
fashion
food
pet 15s
morning
funny Ho Chi Minh
Tutu-car
Content location
time
High-tech
Phuket earthquake
Loy Krathong
dance game Environ 13:00
afternoon
idea
durian
-ment rainstorm
elephant hot
Malaysia
festival
Not Just Feeds, They Are Feeds For You
More Personalized
Based on unique intelligent machine learning technology, you can
see personalized content recommended for you
More Accurate
It constantly learns your preference through video viewing and
interaction behaviors; The longer you spend time with TikTok, the
better it understands you
More Diversified
Compared to subscription, you can enjoy broader and more
diversified content you may be interested in
Hot Topics Differs Among Countries
Users keep changing their topics and follow the new trends of social media: Vlog becomes popular than ever before
Indonesia Thailand Vietnam Malaysia
• TOP1：Comedy • TOP1：Comedy • TOP1：Vlog • TOP1：Comedy
• TOP2：Vlog • TOP2：Talent • TOP2：Comedy • TOP2：Fashion
• TOP3：Fashion • TOP3：Tutorial • TOP3：Gaming • TOP3：Talent
• TOP4：Talent • TOP4：Food • TOP4：Food • TOP4：Vlog
• TOP5：Food • TOP5：Fashion • TOP5：Fashion • TOP5：Food
Sports dropped out Gaming dropped Talent dropped out Sports dropped out
of Top 5 out of Top 5 of Top 5 of Top 5
TikTok Influencers in SEA
Indonesia Thailand
abunsungkar Monicarisella fara_fair KingDeMo
1.5m+ Fans 899k+ Fans 2.7m+ Fans 1.2m+ Fans
Vietnam Malaysia
Trà Đặng Trần Dự findyyyy_ n.frrah
1.7m+ Fans 1.6m+ Fans 543k+Fans 430k+Fans
*Commercial cooperation needs to be confirmedTikTok Ad Offerings
Grow Your Business on TikTok
Lift Your Brand Awareness Drive Your Brand Engagement High-efficient Conversion
• TopView NEW
• Branded Hashtag Challenge • In-Feed Ads
• Standard Hashtag Challenge
• Brand Takeover • Hashtag Challenge + Effect NEW • Targeting
• Takeover (CPT) • Users targeting methods
• Global Hashtag Challenge
• Regular Takeover (CPM) • Custom Audience
• Branded Effect • Lookalike Audience
• In-Feed Ads
• In-Feed Ads (Diversion) • Standard Branded Effect
• Premium Branded Effect
• oCPC bidding
• In-Feed Ads (Account)
• Voting Cards • Cosmetics
• Interactive Cards • Facial Distortion
• Premium Badge • Raindrop Control
• Super Like NEW • Hair Color FX
• 3D Head NEW
Brand Lift Study
Effectively measure and optimize brand resonance on TikTokAD Products Available List
Brand Regular Standard Hashtag
Infeed Infeed Premium Branded
Market TopView Takeove Takeove Hashtag Challenge
card Ads Badge Effect
r r Challenge + Effect
Thailand √ √ √ √ √ √ √ √ √
Vietnam √ √ √ √ √ √ √ √ √
Malaysia √ √ √ √ √ √ √ √
Indonesia √ √ √ √ √ √ √ √Importance of Vertical Video
Smartphone users
consume content
only vertically
25% 100%
90% Horizontal
video
Vertical
video
9x Completion rates compared to
horizontal video
Source: Smartphone vs. Tablet Orientation, MOVR – the Mobile Overview Report, Q2 2017
iab.: Guide to digital video advertising, 2016TopView
A brand-new video ad format that showcases your
brand at the first sight of opening TikTok, to REACH
and ENGAGE vast audiences in a visually impactful
and immersive way.
The must-see placement upon opening TikTok, enjoy 100%
SOV on splash screen, display your ad in a noise-free
environment
Recommended 15s video (although up to 60 seconds
available) to comprehensively deliver your brand message
Effectively drive ad performance
37% 68% 24%
CTR increase Play to 3-second Play to 100%
video view video view
increase increase
Support external and internal landing page conversion and user
engagement (like, comment, share, follow etc.)
Remark: Showcase with permission from OPPO (IndiaRemark:
Market) For
For more
more details
details please
please check
check our
our Ad
Ad Specs.
Specs.Brand Takeover
Increase brand awareness and maximize your ad’s
impact with a full-screen takeover.
Lives on the first screen users see when opening TikTok.
100% SOV on the Splash Screen
3 Second Image or 3-5 Second GIF/Video
Supports External and Internal Landing Pages
Remark: For more details please check our Ad Specs.Takeover Targeting
Trending Content
OS Gender Network Region Age Targeting
Malaysia × × × × × ×
Thailand √ √ √ √ × ×
Vietnam √ √ √ √ √ ×
Indonesia × × × × × ×In-Feed Ads
Leverage the native in-app viewing experience
with branded video content embedded in ‘For You’
feed
Appears as native as possible: Up to 60-second long full-screen
video ad, auto-play, sound-on; users can like, comment, share
26 types of CTA copies suit for various marketing goals
Support external and internal landing page, APP download
In-Feed Ads (Diversion)
• All clickable elements drive users to external landing pages
that help drive CTR and conversion
• Easy to create, no need to set up a business account in
advance
In-Feed Ads (Account)
• Connect video ads to your business account to help
increase followers; support users to shoot videos with the
same music
• Constantly receive organic impression even after campaign,
videos will display under your account
Remark: For more details please check our Ad Specs.In-Feed Ads
In-Feed Ads (Diversion) In-Feed Ads (Account)
Landing Page Business Account
Page
Landing Page
Music PageIn-Feed Ads
Regular Format Engagement Formats
Interactive Cards Voting Cards Premium Badge Super Like
268.5
k
68.9k
In-N-Out is coming! ╳ ╳
Which city would you like our first
pop-up store open? 28.3k
Tokyo Osaka 58%
Remark: Innovative Formats are demos only.Interactive Cards
A conversational card format that enhances your
branded content, leads to multiple destination
pages and increases CTR
Enable brands to initiate a conversation with consumers
and drive interests to click and learn more
Shown to increase CTR by 26%
Two different buttons on interactive card can direct to
different landing pages, providing more opportunity for
brands to deliver product education
Remark:
1. CTR increase is calculated based on ad testing in India market.
2. For more details please check our Ad Specs.Voting Cards
A conversational card format that enables your
brand to gain more engagements and collect real-
time first-hand users feedbacks
Intrigue users to engage and vote; the button will
discolor once clicked, users get to see the real-time
voting results
Collect user responses and get to know consumers’
preferences
Remark: For more details please check our Ad Specs.Premium Badge
A premium eye-catchy, customized icon that visually
displays your brand message as well as drives overall
conversion results
Customizable brand icon (can be static image or gif)
Increase CTR by 19% to 26%
Can direct to an extra landing page
Premium Resource: Only available to brands who reach
threshold price in the market
Remark: Please confirm with sales team about detailed selling policy of Premium Badge.NEW in Q3
Super Like
An innovative ad format that delights and surprises
users by rewarding the ‘Like’ behavior on brands ad
Delight those who show interest in your ad by rewarding ‘Like’
behavior & engagement with ad content, full-screen floating
hearts with branded elements are triggered and displayed
Appear on top of regular In-Feed Ads (Account) as an engagement
upgrade
Provides additional presence of branded key message, no matter
where you see the video on TikTok (e.g. Hashtag Challenge Page,
Brand Effect Page, Music Page, Favorite etc.)
Premium Resource: Only available to brands who reach
Click on the ‘Like’ icon or
double-click on the screen threshold price per market
Continuously click on the screen
Remark: Please confirm with sales team about detailed selling policy of SuperBy Ad Formats
In-Feed Ads - Overview
Ad Type Format Highlight
Leverage in-app viewing experience and direct
In-feed ads (Diversion)
users to external landing page
Regular In-feed ads
Leverage in-app viewing experience and direct
In-feed ads (Account)
users to Brand Account or Music Page
Add engagement and support two different
Interactive cards
landing pages
In-feed Cards Ads
Add engagement and collect first-hand user
Voting cards
feedback
Enhance any campaign with an eye-catching
Premium Badge Customized icon
branded button
Super Like Interaction effect Surprise those who ‘like’ your video
By Buying Models
Buying Model Placement Highlight
Mass reach;
One day max: CPT The first in-feed video ad shown to users
May enjoy spillover benefits
Brand premium: CPM Randomly placed among the first 130 videos Flexible purchase; Support targetingIn-Feed Ads Targeting
Trending Content
OS Gender Network Region Age Targeting
Malaysia √ √ √ √ √ √
Thailand √ √ √ √ × √
Vietnam √ √ √ √ √ √
Indonesia √ √ √ × × √In-Feed Ads
Trending Content Targeting
The new feature enables brand’s In-Feed Ads to be placed in between the TOP 5% most popular videos on the
platform.
Noted: Example of the ad placement when users scroll down their video feed on TikTok
user user Popular Popular user user user user user
content content content AD content content content content content content
Popular content Popular content
Maximize the impact: put your ads close to the
most popular videos on TikTok (ranked by video
views)
Better content for better context: make your
ads more accepted by placing next to popular
and engaging content
Note: CPM, for the specific purchase level, please confirm with our sales manager based on the delivery date.Third-party Measurement
TikTok AD Drive Your Brand Engagement Branded Hashtag Challenge Branded Effect
Portfolio of Branded Hashtag Challenge
A unique engagement solution on TikTok that taps into the power of UGC
Current Solution Bespoke Solution
Standard Hashtag Challenge Hashtag Challenge + Effect Global Hashtag Challenge
• Quickly generate • Increase brand exposure • Global Fame - Unified
awareness with more on brand UGC message, localized
• Engage fans and harness • Generate more video post customization (language,
a community and lift awareness idea)
• Deepen Engagement • Strong CTA to drive results • All videos under one
(beyond likes, clicks & (exclusive trait when hashtag page
shares) clickable effects applied) • Global Reach
Special occasions: New product launch/Big event/Brand
Make your debut on TikTok
anniversary….Standard Hashtag Challenge
Hashtag Challenge capitalizes on our audience’s natural
tendency to create and share content. Brands can build
affinity by turning users into co-creators.
Inspire UGC: Call for users to create high volume of user
content
Mass exposure: Core resources to boost campaign awareness
and participation
Average engagement rate reaches 8.5%
(Like/comment/share)
Creator: Quality content generated by creators will be pinned
to the top
Note: Total engagement of hashtag challenge videos is divided by video views of hashtag challenge videos
Data source: TikTok Global(markets have hashtag challenges, China excluded) Jan.26th 2019Hashtag Challenge+ Effect
Leverage Branded Effect to reduce barriers to entry
and increase brand relevancy. Involve more
participants to create videos and endorse your brand
with clickable effect that leads to your site
Elevate brand exposure by generating more on-brand UGC
through easy-to-participate, and joyful shooting and creating
experience
Provide optional function that can direct users to landing page
for story telling, leads collection, or sales promotion
Increase video post by 16%
Remark: only when clickable effects is applied
Data source: internal data, performance of 19 cases of branded hashtag challenges from Apr. to Jun. 2019Hashtag Challenge
Ads Placement
Banner Hashtag Music
Recommendation
Direct to the customized Direct to the challenge page Pin the branded music
or
challenge detail page Watch official videos directly to the topHashtag Challenge
User Flow
Brand takeover Video Shooting For You Page Discover Page
Saw the featured brand In-feed ads or popular video Brand banner in the
music or effect in music post of the participants carousal or brand hashtag
page or trending effect in the trending hashtag list
Challenge Page
Incentives and details of Participation
branded hashtag challengeHow to choose among hashtag products?
Branded Hashtag Challenge
Brands from all industries
Quickly start a fun and
engaging campaign
Branded Hashtag Challenge + Effect
For clients to have strong visual appeal, like
Electronics, EC, Cosmetics, CPG, Apparel etc.
Increase brand relevancy in UGC
and lift overall performance Global Hashtag Challenge
Ensure one brand one voice
Global brand to build up impact
across different marketsCase: Sunsilk Campaign #phuotdaucungmuot
(travel with smooth hair)
Marketing strategy: An interactive way to
display product benefit
⚫Easy participating, direct shooting
⚫Ad product: Takeover + In-Feed Ads + Premium
Badge + Hashtag challenge
15K 16M 20K
Challenge Challenge Fans growth
video video view within
submission campaign
15.1% 7.5M 15% Brand Takeover KOL Video
Brand Premium
In-Feed Ads
takeover Badge UGC Video
impression In-feed Ads
click rate generate click
(With Premium
Badge)Branded Effect
Leverage user engagement with fun and interactive
Branded Effect to boost your brand buzz amongst a
mobile-first audience
• Customized brand effect powered by intelligent video
recognition technology
• Bridge your brand and users with fun and memorable
interactions
• Generate high quality UGC and brand buzz
Remark: For more details please check our Ad Specs.Branded Effect
Easy access and high usage
Access1 Access2
Shoot from homepage and select effect Use the same effect you see on a video
40%
have uploaded videos on TikTok
47%
of them have applied effect
Source: TikTok global internal dataAd Metrics
Brand Takeover TopView In-Feed Ads
• Impression • Impression • Impression
• Click • Viewable Impression (>2s) • Viewable Impression (>2s)
• Unique Reach • Click • Click
• Skip Ads & Skip Rate • CTR • CTR
• Reach • Reach
• Skip Ad • Video View/Unique Video View
• Total Video View • 3-sec/10-sec Video View/Unique
• 3-sec/10-sec Video View Video View
• Video Played to • Video Played to 25%/50%/75%
25%/50%/75%/100% • Video/Unique Video Watched at
• Average Watch Time Per Video 100%
View/Impression/Person • Total Watch Time
• Total Engagement • Average Watch Time Per Video
• Engagement Rate View/Per Person/Per Impression
• Likes • Played Impression
• Comments • Engagement
• Shares (Like/Comment/Share)
• Follows • Engagement Rate
• Music Clicks • Homepage visits
• Hashtag Challenge Clicks • Follows
• Homepage Visits • Music Clicks
• Hashtag Challenge ClicksAd Metrics
Hashtag Challenge Branded Effect
• Impression of brand effect on effect panel
• Total video view
• Unique users that view the brand effect on
• Total reach
effect panel
• User-generated videos
• Clicks of brand effect on effect panel
• Banner clicks
• Number of unique users that click on the
• Banner impressions
brand effect on effect panel
• Hashtag page views
• Number of videos using brand effect
• Hashtag page clicks
• Views of videos using brand effect
• Challenge page view
• Likes/comments/shares of videos using
• Challenge video view
brand effect
• User video posts
• Page view of brand effect page
• Pinned official video view
• Likes
• Comments
• Shares
• Number of videos post with brand musicTHANKS
G l o b a l B u s i n e s s M a r k e t i n g Te a m ,
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