TikTok launches new ad solutions with smarter targeting and amplified product discovery

techcrunch.com:

TikTok announced today that it’s launching a new commerce ad suite called “Shopping Ads” to make it easier for brands to advertise on the platform. The company is currently testing three formats of Shopping Ads, including Video Shopping Ads, Catalog Listing Ads and LIVE Shopping Ads.

The new Video Shopping Ads allow advertisers to highlight one or more products in their in-feed video ads in a way that amplifies product discovery and purchase intent. TikTok says video Shopping Ads provide dynamic experiences based on the shopper’s intent to purchase, with smart targeting and optimized ad delivery. Video Shopping Ads essentially put brands’ shoppable videos in front of users who are more likely to buy them. The ads will also automatically create a landing page to better determine a user’s intent to purchase. Video Shopping Ads are currently available to select advertisers for beta testing.

The company says Video Shopping Ads combine the best of its current Dynamic Showcase Ads and Collection Ads solutions. Although Dynamic Showcase Ads and Collection Ads will still be available for the rest of 2022, TikTok plans to phase them out next year.

TikTok’s new Catalog Listing Ads allow advertisers to scale their product catalogs across the app and expand advertising reach beyond the For You Page. With Catalog Listing Ads, advertisers can promote their products across shoppable surfaces like “Recommended Products” or “Related Products” on TikTok, where users with relevant interests and higher purchase intent can discover and buy them. Catalog Listing Ads are currently being tested in the United States.

Lastly, LIVE Shopping Ads enable advertisers to direct users from the For You page to their LIVE Shopping event, so that they can join