Kantar named a TikTok measurement partner for Brand Lift studies

17 April 2024
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New York, NY, April 17, 2024: Kantar, the world’s leading marketing data and analytics company, has been named one of TikTok’s measurement partners for Brand Lift studies.

TikTok’s Marketing Partners Program endorses experts in attribution and incrementality measurement, with the aim of helping brands better understand the impact of advertising on the platform. Kantar is endorsed by TikTok as providing the highest standards of measurement excellence and serving as an independent source of truth of TikTok’s ability to drive marketing outcomes.

Kantar is named as a specialist partner for Brand Lift measurement, which enables TikTok advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability.

The qualification process comprised more than 700 TikTok Brand Lift studies conducted in partnership with brands including Pepsi. In addition to delivering proof of concept, this further cemented Kantar’s expertise and knowledge base in the TikTok environment.

Commenting, Nicole Jones, Chief Media Commercial Lead, North America, said: “This is a great endorsement of our expertise in how to make digital ads that work, and the relationship we’ve been building with the TikTok team. Our Media Reactions research shows that, for advertisers, there is a huge opportunity in harnessing the creative and joyful power of TikTok to deliver business results. Understanding the impact their ads are having is the first step in doing that in a strategic and measured way.”

Jorge Ruiz, Global Head of Marketing Science at TikTok, added: “Partnering with measurement experts like Kantar helps our clients make better decisions. Whether it be research, measurement, or producing innovative industry work, Kantar provides our clients with strategic insights that they can leverage to drive strong campaigns on TikTok which lead to meaningful growth for their businesses."

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