TikTok rolled out major enhancements to its ad platform at the just-wrapped Advertising Week in New York.
The company introduced Smart+, a new ad buying platform with levels of control that allow advertisers to fine-tune campaigns across targets, budget and creative assets. Through Smart+, advertisers can choose to tailor their campaigns manually or choose partial or full automation. Advertisers can further customize with split tests on a granular level to see what performs best and is driving results, according to the company.
TikTok is also embedding Symphony creative tools within Smart+. Symphony uses Gen AI to instantly generate and refine TikTok-native content, featuring Recommended Creatives that predict top-performing assets and Automatic Enhancements that resize, refresh, translate and enhance video quality.
Additionally, as part of the updates, TikTok is expanding its Attribution Portfolio to include Assisted Conversation. This update measures which last-click channels users convert on after being primed for purchase by TikTok. The social network reported that over 25% of TikTok-attributed conversions occur after users view an ad and visit the website the same day.
Launched this month, Attribution Portfolio is a suite of measurement tools that provides advertisers with a view of how TikTok influences the entire customer journey, capturing first-touch, last-touch and assisted conversions.
Wrango launches healthcare marketing platform in Canada
Wrango has launched a new omnichannel platform for marketers to reach healthcare professional (HCP) in Canada across digital channels. The company said the platform enables pharma and healthcare brands to deliver valuable information to physicians at the right time and place, based on their media preferences.
The platform was built to conform to Canada’s regulatory environment, with a database of more than 20,000 verified Canadian practitioners whose details have been verified through what the company calls a rigorous process that includes cross-referencing against provincial colleges, associations and employers, as well as manual checks like licence uploads and enrolment confirmations.
Practitioners’ explicit consent is obtained for targeting and measurement, and once granted, profiles are segmented by profession and specialty for campaign use. The platform enables activation across Google, Meta, YouTube, Bing, Connected TV, display and audio.
Wrango said it will continue expanding its Canadian HCP database and advancing its capabilities to deliver greater precision, compliance and performance for marketers.
CosmoGO makes 1st theatrical release
Canadian streaming platform CosmoGO has announced the Canadian theatrical release of the animated comedy adventure Stitch Head, hitting cinemas on October 31. This marks the first theatrical release for the new TVOD service, with plan to stream the film at a later date.
CosmoGO launched in September after parent company CosmoBlue Media acquired the Cineplex Store in April. Stitch Head is set .
The movie is represented worldwide by GFM Animation, with CosmoGO acquiring distribution rights in Canada from GFM.
CosmoGO, which offers a number of payment tiers including one-time rentals, single purchases and bundle options, has a library of over 10,000 titles from around the world, including Hollywood blockbusters, indie gems and rare finds. The platform has secured content deals with major studios, including Disney, Paramount, Sony Pictures Entertainment, NBCUniversal and Amazon MGM. The company says it plans to expand its cinematic offerings in the future.
