Netflix Increased its Show Audience 19% in Australia Through TikTok-Samba Partnership
For the first time, Australian entertainment marketers have been able to connect TikTok ad exposures to TV viewership and conduct “closed loop” measurement.
One of the best ways to drive viewers to a TV show is with TikTok.
TikTok ads for season three of Netflix's “Squid Game” and season two of “Wednesday” drove an incremental audience lift of 19 percent and 14 percent, respectively, a new joint study from media intelligence platform Samba and TikTok found.
Using Samba data, TikTok connected 17 million impressions on its platform to what those same households watched on their TVs. This is the first time entertainment marketers in Australia have been able to connect digital ad exposures on mobile and desktop devices to TV viewership and conduct “closed loop” measurement, according to Jon-Paul Stift, TikTok’s marketing science manager in the country.
“We didn’t have the ability to measure the end action until now,” Stift said onstage last month at the IAB’s MeasureUp conference.
The TikTok campaigns were especially effective at reaching and converting light TV viewers, the 45 percent of the campaign audience that watched the least amount of TV. They accounted for half the ad impressions on TikTok and 39 percent of the incremental audience lift across the two shows.
“To see that many impressions delivered to those light TV viewers and that they had the highest lift was an interesting finding for us and something we'll keep our eyes on,” said Alyson Sprague, Samba’s vp of measurement science, who co-presented the study’s findings.
The study also identified between two and 20 ad impressions per week, per household as the effective frequency range for entertainment marketers looking to run similar campaigns in the future, according to Sprague. Less than two impressions was ineffective and more than 20 delivered diminishing returns.
Prior to the Samba-TikTok partnership, entertainment studios had to rely on imprecise, time- and resource-intensive brand surveys to approximate whether their off-platform marketing campaigns drove people to watch shows. By combining Samba’s TV data with TikTok user data, TV marketers in Australia can now connect TikTok exposures to household TV viewership deterministically.
The ideal way to drive viewers to the TV screen is grabbing their attention on their second screen.
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