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Tik
Tok
-
New
Media
Tik
Tok
-
New
Media
New Media
Reset or redefinition of advertisement?
TikTok
-
New
Media
World is changing
faster than ever.
That’s why we have this
tendency to oversimplify
changes in our
sur...
TikTok
-
Media
Narrative
2021
We should base our
opinion & beliefs on
reliable data.
TikTok
-
New
Media
Source:: https://www.theatlantic.com/technology/archive/2017/04/the-first-ever-banner-ad-on-the-web/523...
‹#
›
TikTok
-
New
Media
There is growing
engagement gap
between brands and
consumers.
6
Social ads CTR declines
Source: St...
Content categorized with
context
Context Graph
Content linked together with
knowledge connections
Knowledge Graph
Social C...
TikTok
-
New
Media
We must build
marketing based on
4V, with values in our
minds.
‹#
›
TikTok
-
New
Media
We cannot any
longer target
people only
through solely raw
data.
10
It’s a
State
of mind
Our commu...
Tik
Tok
-
New
Media
From some time all
are living in the
age of participation.
Tik
Tok
-
New
Media
Today we not only want to
consume content, we also
want create it
and share it.
Tik
Tok
-
New
Media
From Mass
Marketing
to Sophisticated
Mass Marketing
Tik
Tok
-
New
Media
Today
communities
connect
differently
vs target
groups.
To them Through them
Target Group
One-to-many
...
Tik
Tok
-
New
Media
This new creative
potential is something
much bigger.
Feeling that we have
influence is a key to
succe...
Tik
Tok
-
New
Media
Happiness and true
emotions are back
in the marketing!
Today’s communities are looking for
something d...
Tik
Tok
-
New
Media
Really
democratized
creativity
People freely create open
communities, thanks to which
brands can authe...
Tik
Tok
-
New
Media
COMMERCE ENTERTAINMENT
COMMUNITY
The way we
buy & use
products
changed
forever.
Tik
Tok
-
New
Media
Entertainment re-
imagined
Brands can give people real
value, which will connect them
with the rest of...
20
‹#
›
TIKTOK
BIBLE
CE
2021
Of TikTok users come to the
platform to be entertained
Who are we?
20
75%
Source: Marketing S...
21
OUR MISSION
To inspire
creativity and
bring joy.
22
TikTok
audience
doesn’t
overlap so
much with
other players
Source: AppAnnie, (3rd part data)
April 2021, UK audience
Re...
23
Yet our
audience
attention
span is
off the
chart
Source: AppAnnie, Aprit 2021, EU5 audience
TIKTOK OPPORTUNITY
Time spe...
24
25
Yes, we are BIG
Yes, we are BIG
26
Yet still,
our growth
continues
to explode
globally
TIKTOK OPPORTUNITY
Souce: TikTok Internal Data – July 2021
75
Langu...
27 |
The
TikTok
glow
up.
Tik
Tok
-
New
Media
Thanks!
PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu?
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PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 1 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 2 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 3 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 4 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 5 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 6 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 7 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 8 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 9 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 10 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 11 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 12 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 13 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 14 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 15 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 16 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 17 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 18 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 19 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 20 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 21 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 22 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 23 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 24 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 25 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 26 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 27 PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu? Slide 28
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První přednáška na konferenci PPC Restart 2021.

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PPC Restart 2021: Oleh Polovko - Nová média: Potřebujete resetovat nebo předefinovat reklamu?

  1. 1. Tik Tok - New Media
  2. 2. Tik Tok - New Media New Media Reset or redefinition of advertisement?
  3. 3. TikTok - New Media World is changing faster than ever. That’s why we have this tendency to oversimplify changes in our surroundings.
  4. 4. TikTok - Media Narrative 2021 We should base our opinion & beliefs on reliable data.
  5. 5. TikTok - New Media Source:: https://www.theatlantic.com/technology/archive/2017/04/the-first-ever-banner-ad-on-the-web/523728/ CTR: 44%
  6. 6. ‹# › TikTok - New Media There is growing engagement gap between brands and consumers. 6 Social ads CTR declines Source: Statista Worldwide; Q1 2018 to Q2 2020 3% Q1 2018 1.3% Q2 2020
  7. 7. Content categorized with context Context Graph Content linked together with knowledge connections Knowledge Graph Social Connections of Content Feed based on Content, and Content only. Social Graph Content Graph 2020 2010 2000
  8. 8. TikTok - New Media We must build marketing based on 4V, with values in our minds.
  9. 9. ‹# › TikTok - New Media We cannot any longer target people only through solely raw data. 10 It’s a State of mind Our communication should be based on real interests and needs of our consumer in contrary to solely data based marketing. TikTok - New Media
  10. 10. Tik Tok - New Media From some time all are living in the age of participation.
  11. 11. Tik Tok - New Media Today we not only want to consume content, we also want create it and share it.
  12. 12. Tik Tok - New Media From Mass Marketing to Sophisticated Mass Marketing
  13. 13. Tik Tok - New Media Today communities connect differently vs target groups. To them Through them Target Group One-to-many Community Many-to-many
  14. 14. Tik Tok - New Media This new creative potential is something much bigger. Feeling that we have influence is a key to success!
  15. 15. Tik Tok - New Media Happiness and true emotions are back in the marketing! Today’s communities are looking for something different, and something new. From time to time they create new voices among consumers. Often well known voices create new ideas, thanks to them they have opportunity to connect with present consumers.
  16. 16. Tik Tok - New Media Really democratized creativity People freely create open communities, thanks to which brands can authentically connect with their consumers.
  17. 17. Tik Tok - New Media COMMERCE ENTERTAINMENT COMMUNITY The way we buy & use products changed forever.
  18. 18. Tik Tok - New Media Entertainment re- imagined Brands can give people real value, which will connect them with the rest of the present world. Storytelling From the scratch Today we can listen people to creatively participate in their lives, while creating meaningful communication with them. New voices with influence Today brands can present themselves in authentic way while being a part of communities which are growing every day. Reset or redefinition of advertisement?
  19. 19. 20 ‹# › TIKTOK BIBLE CE 2021 Of TikTok users come to the platform to be entertained Who are we? 20 75% Source: Marketing Science Holiday Shopping Behaviour Research 2020 conducted by Walnut Unlimited We are a ultimate entertainment platform
  20. 20. 21 OUR MISSION To inspire creativity and bring joy.
  21. 21. 22 TikTok audience doesn’t overlap so much with other players Source: AppAnnie, (3rd part data) April 2021, UK audience Reach new audiences not available on other platforms. TIKTOK OPPORTUNITY % of unduplicated TikTok users
  22. 22. 23 Yet our audience attention span is off the chart Source: AppAnnie, Aprit 2021, EU5 audience TIKTOK OPPORTUNITY Time spent per session (mins)
  23. 23. 24
  24. 24. 25 Yes, we are BIG Yes, we are BIG
  25. 25. 26 Yet still, our growth continues to explode globally TIKTOK OPPORTUNITY Souce: TikTok Internal Data – July 2021 75 Languages 1 B Global monthly active users 150 Countries & Regions
  26. 26. 27 | The TikTok glow up.
  27. 27. Tik Tok - New Media Thanks!

První přednáška na konferenci PPC Restart 2021.

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