WPP partners with TikTok on next-gen advertising formats
WPP has partnered with short-form mobile video platform, TikTok in a deal that will provide its agencies and clients with early access to advertising products.
The first-of-its-kind partnership between TikTok and a global agency network will also see the two parties collaborate on marketing API integrations and next-generation formats, such as augmented reality offerings.
TikTok will use its community to build a network of creators to partner with WPP and facilitate exclusive opportunities for collaboration with select advertisers.
Additionally, WPP and TikTok will co-create a training and accreditation program for WPP agencies, which will secure priority access to content tailored to media and creative disciplines.
Mark Read, CEO, WPP, said: “Our clients want new and innovative ways to reach consumers. TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform. I am delighted that we have formed this global partnership, a first in our industry, and look forward to working with TikTok to ensure our clients continue to benefit from what its platform has to offer.”
To build brand safety solutions on the platform, GroupM, the media buying arm of WPP, and TikTok will work on integration with third-party verification vendors, developing first-party inclusion and exclusion controls, and alignment with the GARM Brand Safety and Suitability Framework.
The companies also intend to jointly conduct research to guide brands on TikTok best practices and assist them with employing data-informed strategies for driving engagement.
GroupM has already engaged TikTok on niche auction training and will continue to advance buying capabilities through its network of specialists.
Blake Chandlee, VP of global business solutions at TikTok, said: “More and more brands are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value. Creative and media agencies play a major role in fuelling these creative campaigns, and we’re excited to partner with a global innovator like WPP as we build for the future.
“We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy. We look forward to delivering on this shared goal for WPP, its agencies and clients.”
The news of the partnership came as TikTok received IAB UK’s Gold Standard 2.0 certification in recognition of the platform’s commitment to proactively mitigating the risk of brand safety issues, reducing ad fraud and improving people’s overall experience of digital advertising.
Building on the first IAB UK Standard in 2017, Gold Standard 2.0 aims to enhance transparency and address privacy concerns by reviewing data protocols against a standardised process.
Companies must meet several new rigorous criteria in order to achieve certification, including the implementation of IAB Tech Lab’s app-ads.txt, and the provision of documentation and insight to demonstrate compliance with the GDPR and ePrivacy Directive.
Stuart Flint, head of global business solutions, TikTok Europe, said: “As a platform with such a strong focus on user-generated content, we take our responsibility very seriously to ensure an in-app environment where people feel free to express themselves – for that they must feel safe, which in turn creates a safe environment for brands.
“That’s why we’re continuing to invest in new measures and work with respected industry partners to build out our suite of viewability and safety solutions for advertisers. We look forward to building on Gold Standard 2.0 and working with IAB UK to promote transparency, privacy and safety across the digital advertising industry.”