DISQO Adds TikTok Ad Impact Measurement

Consumer insights platform DISQO has added TikTok ad performance analysis to its offer; and has released findings from an initial survey of users in a report.

DISQO was founded in 2015, is headquartered in Los Angeles, and taps zero-party data from a 100% opted-in audience who share insights from throughout their consumer journey, promising clients 'complete visibility into what consumers think and do across devices, platforms and apps'. Following the acquisitions of New York and Helsinki-based cross-device measurement specialist Verto Analytics in June, and the raising of $85m in a Series B round of funding in late August, the firm is scaling up rapidly and already has around 300 team members.

DISQO's ad measurement includes brand and behavioral lift campaign metrics, encompassing brand awareness and perceptions, search behavior, site visitation and online purchases of an advertised brand and its competitors, with results based on a consistent methodology available in an integrated dashboard. For TikTok ads, KPIs available include brand awareness, resulting brand site visitation and e-commerce events. VP of Product, Enterprise Applications Kevin Whitcher comments: 'Last year, TikTok said more than 50 million Americans were using its application on a daily basis, and our brand clients are increasingly using the platform to reach and engage those consumers. Beyond reach, advertisers are drawn to the creative storytelling and full-funnel messaging capabilities TikTok offers. We're helping them understand and optimize those investments'.

In a free report launched today introducing the service, DISQO says TikTok users generally have a positive experience of ads on the platform and that their shopping cart value is 'between +6.3% and +12.1% higher than non-TikTok users' in the DISQO audience.

Web site: www.disqo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.