Kantar named as TikTok brand lift partner

The agreement sees TikTok name Kantar as a specialist partner for brand lift measurement, which allows TikTok advertisers to quantify advertising impact on brand lift metrics such as advertising recall, awareness, attitude and favourability.

The qualification process comprised more than 700 TikTok brand lift studies carried out in partnership with brands including Pepsi, and sees Kantar accredited by the TikTok marketing partners programme.

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.”

Jorge Ruiz, global head of marketing science at TikTok, added: “Partnering with measurement experts like Kantar helps our clients make better decisions.

“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.”