Berlin, May 2024 – TikTok and LiveRamp team up in Germany, to offer CPG brands a state-of-the-art measurement tool to assess the true impact and added value of their advertising campaigns.
Following -up on their existing partnership in the UK, France, Spain and Belgium, TikTok and LiveRamp are expanding their cooperation in Germany to address advertisers‘ growing need to measure accurately and maximise their return on investment (ROI). TikTok and LiveRamp have joined forces to offer a robust methodology to measure the impact of advertising campaigns on actual sales. This approach enables brands to track the consumer’s buying journey, from the first online interaction on TikTok right through to the act of purchase, whether online or in person. This is particularly critical in the CPG industry, where sales are the ultimate metric, and this partnership takes up the challenge of tracking this complex journey, from first impression online to in-store purchases.
The tools provided by this collaboration enable in-depth analysis of the added value of advertising campaigns, giving advertisers the opportunity to optimise their strategies based on concrete data about their audience and the effectiveness of the various elements of their campaigns. Brands can accurately identify the additional sales generated by TikTok, determine which aspects of their campaigns most influence purchase decisions, and understand the proportion of these sales attributable to new or existing customers.
In the initial round of tests carried out among CPG advertisers in Germany, we observed the following lifts when managing campaigns with TikTok and measuring them with LiveRamp:
- Sales Lift : 8,12%
- Customer Lift : 10.90%
„We are very pleased to pursue and expand our successful collaboration with LiveRamp to offer German advertisers tools to accurately measure the impact of their campaigns on TikTok. The combination of the powerful ads on TikTok and LiveRamp’s cutting-edge technology opens up new perspectives for understanding how ads turn intention into sales action„, said Jorge Ruiz, Global Head of Marketing Science at TikTok.
“TikTok has quickly become a social phenomenon across Europe, offering a unique platform to engage users. We are delighted to be joining forces with TikTok to ensure advertisers have the right information they need to optimize their campaigns and user experiences. The extension of this partnership into Germany is part of a redefinition of advertising performance measurement standards, marking an important step in the evolution of data-driven marketing strategies.”, added Pierre-André Gautier, Head of Strategic Partnerships at LiveRamp.