Brands Are Missing TikTok's Golden Window For Views

This Week On The Measure: 

• 1-2 Min. TikTok Brand Videos Score Most Views
• Michelob Scores As NBA Playoffs’ Top Brand
• Truthset’s Gregg Galletta On Data-Rated Audiences
• Brand Equity Equals 52% Of Consumer Purchase Motivation
• 43% Delaying Apparel Purchases To Wait For Sales
• 70% Of Consumers Would Use Wish List Directly On TV
• This Week’s Free Report: The CTV Playbook For Marketers

1-2 Min. TikTok Brand Videos Score Most Views

Tubular Labs’ new report on video duration optimization shows how brands are underutilizing TikTok videos in the 1-2 minute range. Over the last year, that duration had the most views per video, but far fewer brand uploads than videos under one minute long. [READ MORE]

Michelob Scores As NBA Playoffs’ Top Brand

Michelob’s Super Bowl campaign continues to spawn spinoffs — some of which the brand has been pushing during the NBA Playoffs. iSpot data shows Michelob, leaning on those spots, leads all playoff advertisers by share of TV ad reach so far this year. [READ MORE]

Truthset’s Gregg Galletta On Data-Rated Audiences

The Measure recently caught up with Truthset Executive Vice President Greg Galletta on how the company’s Data-Rated Audiences are helping bring about transparency and control for both buyers and sellers. [WATCH MORE]

Brand Equity Accounts For 52% Of Consumer Purchase Motivation

Brand equity is the largest driver of consumer purchase behavior, according to brand fandom research from MarketCast. That factor far outweighed other options such as financial benefits (17%) and functional benefits (15%). [READ MORE]

43% Of Consumers Are Waiting For Sales To Purchase Apparel

Tariff concerns are causing consumer purchase delays across many industries, including apparel. New Wunderkind data shows that 43% of apparel shoppers are waiting on sales to purchase, with Millennials (51%) leading the charge. [READ MORE] 

70% Of Consumers Would Use A Wish List Directly On TV

LG Ad Solutions’ recent Shoppable Ad Report quantifies consumer feelings around shoppable ads. Most interestingly: 70% of consumers want a wish list within their TV device — a higher percentage than those that would text for discounts (67%) or scan a QR code to check out (62%). [READ MORE]

This Week’s Free Report: TVREV’s The CTV Playbook For Marketers

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