2024 Latest Update! Comprehensive Guide to the Three Major TikTok Ad Placements
Before placing ads, it's essential to clearly understand the characteristics of the ad placements and the corresponding audience's traits and preferences. This enables the creation of materials that suit the placements and target audience, leading to precise ad delivery and significantly enhancing the effectiveness of the advertisements.
The TikTok ad platform includes three types of ad placements: TikTok ad placements, Global App Bundle ad placements, and Pangle ad placements. This article will analyze the three major TikTok ad placements, the optimization goals and bidding methods supported by each, and the regions they cover, providing a comprehensive understanding of the various placements for better ad delivery and optimization.
Ad Placements
TikTok: Ads may appear in the following locations on TikTok and TikTok Lite: the Following feed, For You feed, home feed, search results, and the new in-app shopping ad placement.
Pangle is a mobile advertising platform that enables advertisers to effectively reach broad audiences by running ads in placements on third-party apps.
Global App Bundle, which includes CapCut and Fizzo, integrates the Pangle Ad Network and is powered by Pangle algorithms. The Pangle Privacy Policy governs Pangle's data processing activities and is displayed in ads delivered by Pangle in the Global App Bundle along with the Pangle Ad logo.
Promotion Goals
TikTok ad placements support the following promotion goals: store purchases, product sales, video views, reach, traffic, lead generation, app installs, and conversions.
Global App Bundle currently supports the following promotion goals: traffic, website conversions (does not support TikTok Instant Experience pages), and app promotion (currently only supports "app install" promotion type).
Pangle promotion goals:
- App ads
| Goals and funnel stage | Pangle solutions | AOS | IOS | Product status |
| Reach | Traffic Campaign | Yes | Yes | General Availability |
| Mobile App Install | App Install Campaign (MAI) | Yes | Yes | General Availability |
| Retention | - App Install Campaigns - Retention Optimization |
Yes | No | - Retention Optimization auto-bid/multi-bid: General Availability (requires meeting a threshold of Retention Events) - Long-term Retention Optimization: General Available (requires meeting a threshold of Retention Events) |
| Shallow goals like Account Register/Subscribe | App Install / Conversions Campaigns- iAEO with shallow goals | Yes | Yes | General Availability |
| Ad Interactions | App Install / Conversions Campaigns- AEO with ad interaction goals | Yes | Yes | General Availability |
| Purchase | App Install / Conversions Campaigns- AEO Purchase | Yes | Yes | General Availability |
| App Install / Conversions Campaigns- Value-Based Optimization | Yes | No | General Availability (requires meeting a threshold of Purchase Events) |
- Web ads
| Optimization goal | Key metrics | Product solutions |
| Boost traffic | CPC CPV | CPC (cost per click) LPV (landing page view) |
| Diversified conversion goals | CPA | Web Conversion (+ Video Shopping Ads Beta) |
| Grow ROI | ROAS | Web VBO (Value-based Optimization) |
| Retargeting | CPA ROAS | VSA + Retarget audience + Conversion Beta |
Supported Bidding and Settlement Methods
TikTok: You can choose from the following bidding methods - CPM, CPC, or oCPM.
Global App Bundle: Supported settlement types include CPC and oCPM.
Pangle: Provides three ad pricing models: average cost-per-click (CPC), cost-per-thousand impressions (CPM), and optimized cost-per-thousand impressions (oCPM). oCPM supports three bidding strategies, including cost cap, lowest cost, and hybrid bidding.
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Applicable Countries/Regions
Global App Bundle:
- Asia-Pacific: Cambodia, Indonesia, Japan, Malaysia, Philippines, Singapore, Thailand, Vietnam
- Middle East and Africa: Bahrain, Egypt, Iraq, Kuwait, Lebanon, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, South Africa, Turkey, United Arab Emirates
- North and South America: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay
Pangle:
- Asia-Pacific: Cambodia, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, Vietnam
- Middle East and Africa: Bahrain, Egypt, Iraq, Israel, Jordan, Lebanon, Kazakhstan, Kuwait, Oman, Morocco, Pakistan, Qatar, Saudi Arabia, South Africa, Turkey, United Arab Emirates
- North and South America: Argentina, Brazil, Canada, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay
- Eastern Europe: Belarus
- Oceania: Australia, New Zealand
Tiktok Tiktok Ad Formats
TikTok supports full-screen in-feed ads, providing a positive user experience and better ad interaction. After 9 seconds of video playback, an ad format like the "card download" shown in the image below will appear.
Global App Bundle:
| App | Placement |
|---|---|
| CapCut | - App Open Ad - In-Feed Ad - 2-Column Feed Ad - Banner Ad |
| Fizzo | - App Open Ad- Native Ad |
Pangle: Ad formats include interstitial ads, rewarded video ads, native ads, banner ads, app open ads, and icon ads.
Tiktok Ad Formats Details:
- In-feed Ads: Ads that appear within the social media user's feed, news media, or audiovisual media content streams.
- Interstitial Ads: Ads displayed during interface transitions within the developer's app (e.g., game pauses or level completion). These ads are full-screen, effectively attracting attention and conveying information.
- Supported Materials: Video (landscape/portrait/square), image (landscape/portrait/square), trial, description, derivative information: video thumbnail, app store information.
- Rewarded Video Ads: Full-screen video ads that offer in-app rewards for users who watch the entire video. These ads have a high completion rate and provide an immersive user experience. Automatically generates an end card to support user conversion.
- Supported Materials: Video (landscape/portrait/square), description, derivative information: video thumbnail, app store information.
- Native Ads: Ads that match the content style of the developer's app, blending into the native scene and providing a seamless viewing experience for users.
- Supported Materials: Video (landscape/square), image (landscape/square), description, derivative information: video thumbnail, app store information.
- Banner Ads: Ads displayed in a rectangular banner format, typically with high exposure rates.
- Supported Materials: Video and image, description, derivative information: video thumbnail, app store information.
- App Open Ads: Ads displayed when the app opens and the user starts a session. This is a full-screen premium ad placement and the first screen the user sees when opening the developer's app.
- Supported Materials: Video ad (landscape/portrait), image ad (landscape/portrait), description, derivative information: video thumbnail, app store information.
- Icon Ads: Ads that only display the app icon and app name.
- Supported Materials: App icon and app name, 1:1 aspect ratio, automatically generated (no upload required).
