TikTok has announced the launch of Smart+, its newest automated performance solution, in METAP and globally. The innovative advertising solution is aimed at helping brands optimise their advertising activities across targeting, bidding, and creative while maximising to maximize tangible business outcomes.

Over the past five years, TikTok has grown to be the global entertainment platform with over 1 billion users, and a destination for advertisers to authentically connect with their community to turn discovery into results. People come to TikTok to be entertained and leave discovering new products and trends. With 61% of users having purchased something after seeing content on TikTok, people are taking real action as a result of their experience on the platform.

This week the TikTok introduced Smart+, a brand new advertising solution, now available in METAP and internationally. It will help brands tap into the full power of TikTok, enhance their ad creation and deliver the right ad to the right person with the best performance.

A deeper dive into ad automation
Smart+ automates the performance advertising process across targeting, bidding, and creative. Advertisers simply input their assets, budget, and targeting goals and Smart+ automatically creates or selects the best creative asset, chooses the right audience, and puts the best ad in front of the right customer at the right time. Smart+ utilizes TikTok Symphony, a suite of creative solutions powered by generative AI, which scales content development, creativity, and productivity on TikTok, making everything – from writing a script to producing a video and optimizing assets – simple and efficient.

Smart+ simplifies the ad buying process while maximizes business outcomes with various campaign objectives including:

• Smart+ Web Campaigns – Drives traffic and lower funnel actions, including sales, on advertisers’ websites;
• Smart+ Catalog Ads – Drives lower funnel outcomes by automatically delivering relevant product recommendations to people based on their interests, intent and actions;
• Smart+ App Campaigns – Leverages the power of discovery on TikTok to drive app installs and conversions;
• Smart+ Lead Generation Campaigns – Turns leaned-in audiences into high-value customers utilizing our next gen, lead gen solutions.

Brands are talking about innovative marketing on TikTok
Brands have already started testing Smart+ and have been seeing significant results. For example, Trendyol, the e-commerce platform renowned for its innovative marketing strategy, sought to enhance its performance and drive sales for top products in the rapidly growing digital markets of the UAE & KSA. To accomplish this, Trendyol collaborated with TikTok to optimize its online presence, delivering highly engaging and relevant ads to a broader, tech-savvy audience while focusing on maximizing return on ad spend (ROAS).

Trendyol leveraged Smart+ to deliver maximum performance efficiency. Focusing on a full-funnel strategy, Trendyol set out to increase brand awareness and drive conversions during peak shopping seasons, when e-commerce demand is at its highest. Smart+ seamlessly integrated performance best practices into one cohesive, highly efficient campaign, enabling Trendyol to optimize its efforts across all stages of the customer journey. Additionally, the platform’s powerful creative optimization tools allowed Trendyol to leverage TikTok’s advanced AI to enhance creative assets swiftly, significantly reducing both production costs and ad fatigue. By automatically reallocating budgets to the best-performing creatives, Smart+ not only improved campaign effectiveness but also eased campaign management, freeing up the marketers to focus more on strategic growth rather than day-to-day operations.

By utilizing the power of Smart+, Trendyol saw outstanding results: a 21% lower cost per acquisition (CPA), a 26% increase in conversion rate, an 89% improvement in return on ad spend (ROAS). This highlights the power TikTok’s targeting and optimization, unlocking significant efficiency and growth for Trendyol’s digital strategy.

“At TikTok we are always building for the future. We have been listening, learning, and innovating with our advertiser partners to continuously develop solutions that deliver performance,” states Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia – TikTok. “TikTok is a unique ecosystem where culture, discovery, and commerce come together. Our goal with these new solutions is to empower brands in the region to engage their communities on TikTok and achieve business results.”

TikTok is helping advertisers meet their community where they are – discovering, searching and buying on TikTok. The platform is focused on helping our partners deliver real business outcomes, in addition to helping them achieve their media goals.