TikTok on Monday launched a new artificial intelligence (AI) platform to help advertisers easily create and place ads on the app. Called Smart+, the AI-powered platform automates the entire ad campaign journey starting from creative development to delivering ads to the right audience. The platform is focused on performance marketing and allows clients to measure the performance of ad campaigns. Additionally, the social media giant has also launched its Out of Phone: Retail service, which allows retailers and brands to display branded TikTok content at retail locations.
TikTok Smart+ platform launched
In an editorial announcement, the vertical video platform detailed new advertising solutions to help advertisers easily run ad campaigns at a lower cost than before. These solutions were originally announced at Advertising Week on Monday. The most notable among the announcements was the Smart+ platform. It is a performance automation solution that can seamlessly launch an entire campaign based on the requirements offered by a brand.
TikTok said brands will need to input their assets, budget and goals, and the Smart+ platform can automatically create and select the right creative, select the right audience and display the ad in a way that will make the app user click on it. Namely, creative materials are generated using TikTok Symphony.
The social media giant further claimed that based on internal testing, it found that the Smart+ platform provides a 52 percent better return on ad spend. There are three main AI-powered workflows within the platform. The first is Smart+ Web Campaigns, which manages end-to-end ad campaigns with a focus on driving traffic to advertisers’ websites and reducing funnel actions (the number of steps it takes to reach a website).
This also has a sister workflow called Smart+ Catalog Ads that automatically shows relevant product recommendations to people based on their interests, intent and in-app actions. Another is Smart+ App Campaigns, which uses TikTok’s discovery engine to drive app installs and conversions.
Next, the Smart+ Lead Generation Campaigns workflow can be used by advertisers to convert lean audiences (those who have shown an affinity for similar products and services) into customers using native lead generation solutions.
Finally, the company also launched Out of Phone: Retail, an in-store digital advertising solution. Brands and retailers can use it to display organic and branded TikTok content at retail locations. The social media giant claims this will bridge the gap between online engagement and in-store purchase decisions.
