TikTok

MEDIA GUIDE BOOK

SEA
Global Marketing Solution, July.2019
0 1 Market Analysis
2 Learn About TikTok
Market Analysis
3 User Demographic
4 TikTokAd Offerings
Short-Form video ads and playable ads keep increasing worldwide
 Growth of Global Digital Ads and Digital Video Ads
Percentage
$450.00 20%
$400.00 18%
$350.00 16%
$300.00 14%
$250.00 12%
10%
$200.00
8%
$150.00
6%
$100.00
4%
$50.00
2%
$0.00 0%

Digital Ads investment ---------Digital Video Ads Percentage

Source: eMarketer 2019 January, articled by Caroline Cakebread Source: eMarketer 2019 January; WARC, Being effective
in short-form video Part of the marketer’ s toolkit 2019
Mobile Ads forecast in Southeast Asia
Mobile Ads have become the Mobile videos Ads in SEA are even more
mainstream and continue to increase effective than other market

increasing Mobile Ad Spending

Southeast Asia, 2019-2023

10% 125%
More time using mobile Mobile watch-time
internet in SEA than growth in SEA
market in the world

Source: eMarketer, February 2019 www.eMarketer.com

Source: eMarketer2019 Source: Sitebeat report 2019

 Mobile Video Ads Growth
SEA is Top3 in global market

Shifting Mobile Video Ad Consumption Around the World

■ Mobile Video Ad Consumption in
M 2016
obi ■ Mobile Video Ad Consumption in
le
Vi 2017
de
o
Ad
Im
pr
es
sio
ns 140% 92% 430%
Re
nd
er
ed Middle LATAM Africa
East
Based on 2017 data from the InMobi network
x% = Positive growth in video ad
spend
 Source: InMobi

Short Video Ads are Leading

The New Trend in Marketing
Bib ’ . fc z

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#transittori iWtiok oTikiok.

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cT TikTok
Make Every Second Count

TikTok is the world's leading destination for short-form mobile videos. Our

mission is to capture and present the world's creativity, knowledge, and

moments that matter, directly from the mobile phone. TikTok enables

everyone to be a creator and encourages users to share their passion and

creative expression through their videos.

 User Interface

For You Feed Discovery Page Video Shooting Profile Page Notification
TikTok leads global app downloads

Source: 2019 Sensor Tower Inc

 An attention-grabbing platform despite content fragmentation

Monthly Avg Session Duration on Apr. 2019

TikTok Compared to the same month of 2018
310s

Facebook
219s
16%
6.8% 1 14.5% 1
Reddit TikTok Facebook Instagram
Instagram 178s

1.2%
150s

4% ■ 3% 1
.
Twitte Reddit Snapchat
Snapchat r
79s

Source: Monthly Avg Session Duration, App Annie, 2018-2019

One Of The Most Downloaded Apps In SEA

NO.6 NO.2 NO.3 NO.2

Source: App annie, Feb.2018 to Jan.2019

Downloads in Indonesia Downloads in Thailand Downloads in Vietnam Downloads in Malaysia

(iOS & android) (iOS & android) (iOS & android) (iOS & android)
 Personalized Recommendation System
device
„ , „ „ finance
Aged 18
professor
iPhone X
goddess student
User r , rate DSLR Aged
couple
female
23

star

music . island fashion

morning
Ho Chi Minh
location

idea
durian _____________ hot
elephant hOL

festival
Not Just Feeds, They Are Feeds For You

More Personalized
Based on unique intelligent machine learning technology, you can
see personalized content recommended for you

More Accurate
It constantly learns your preference through video viewing and
interaction behaviors; The longer you spend time with TikTok, the
better it understands you

More Diversified
Compared to subscription, you can enjoy broader and more
diversified content you may be interested in
 Re-creating in Exceptional Ways
The original idea With pets With life With yourself
Various Ways To Record Life With Innovation Technology
 Face Hand Expression
Recognition Tracking Recognition

Remarks: The video effects are varies in different countries.

 Lead The Trend With Hot Content
#eyecantell #jelajahkotaku #Ilovefood #caothucosplay # mlwAwwan
(My Travel) (High Quality Cosplay) (Funny Thai People)

Video Views: 38m Video Views: 30m Video Views: 35m Video Views: 38m Video Views: 14m
 Hot Topics Differs Among Countries
Users keep changing their topics and follow the new trends of social media: Vlog becomes popular than ever before

Indonesia Thailand • TOP2: Vlog Ý • TOP4: Talent

• TOP3: Fashion • TOP5: Food
• TOP1: Comedy • TOP1: Comedy
• TOP2: Talent
• TOP3: Tutorial
• TOP4: Food
• TOP5: Fashion

Gaming dropped
 Sports dropped out Talent dropped out Malaysia
[—of Top 5 I—of Top 5
Vietnam • TOP1: Comedy
• TOP2: Fashion
• TOP1: Vlog Ệ
• TOP3: Talent
• TOP2: Comedy
• TOP4: Vlog
• TOP3: Gaming
• TOP5: Food
• TOP4: Food Ậ
• TOP5: Fashion Sports dropped out
I—of Top 5
 Favorite Branded Effects in SEA
Malaysia

Efts;
meow dance Selfie Falling heart Neo cat Smileme MY makeup Magic wipe Tear Falling heart Flower fairy

Indonesia Vietnam

Flowerring ID makeup CHIC Crown kitty Discolor love Wipe beauty Nails Smile face Devilize Love U 3000
 TikTok Influencers in SEA

Indonesia Thailand

abunsungkar Monicarisella fara_fair KingDeMo

1.5m+ Fans 899k+ Fans 2.7m+ Fans 1.2m+ Fans

Vietnam
Trà Đặ ng Trầ n Dự Malaysia
findyyyy_ n.frrah
1.7m+ Fans 1.6m+ Fans 543k+Fans 430k+Fans

Commercial cooperation needs to be confirmed

KANTAR nielsen KANTAR
Mill WARD
Comparison of campaign
Significant Uplift in Brand Value
BROWN
performance on TikTok
Example questions

Ad recall
Brand Takeover or In-Feed Ads only Do you recall seeing branded content for
[brand/product name] on TikTok in [time] ?
Integrated Campaign: Hashtag Challenge + Brand Takeover and/or In-Feed Ads
Awareness
How familiar are you with [brand name] ?
Association
Which of the following brands do you
65.7% associate with [description] ?
Favorability
How much do you like [brand/product
name] ?
40.1% Preference
Which of the following
[brand/product] is your favorite ?

12.5% 14.4%

Ad recall Awareness Association Favorability Preference

5.4times 1.6times 2.3times 12.6times 3.5times

Data source: 27 brand lift survey cases (2 US, 1 IN, 24 JP), July 2018-Apr. 2019
TikTokAd Offerings
 ; Ì(
Drive Your Brand Engagement Grow Your
f
Business on TikTok
Brand Lift Study
Lift Your Brand Awareness Effectively measure and optimize brand resonance on TikTok
I J

High-efficient Conversion

• TopView NEW
• Branded Hashtag Challenge • In-Feed Ads
• Standard Hashtag Challenge
• Brand Takeover • Hashtag Challenge + Effect NEW • Targeting
• Takeover (CPT) • Global Hashtag Challenge • Users targeting methods
• Regular Takeover (CPM) • Custom Audience
• Lookalike Audience
• In-Feed Ads • Branded Effect
• In-Feed Ads (Diversion) • Standard Branded Effect • oCPC bidding
• In-Feed Ads (Account) • Premium Branded Effect
• Voting Cards • Cosmetics
• Interactive Cards
• Facial Distortion
• Premium Badge
• Raindrop Control
• Super Like
• Hair Color FX
NEW
• 3D Head
NEW
Ị ___________________________________ ' Effective to landing page
Increase brand awareness 1^ Improve the consideration I
Expand target audience t
Enhance the key message
Increase engagement rate j
 AD Products Available List

Brand Regular Standard Hashtag

TopVie Infeed Premium Branded
Market Takeove Takeove Infeed Ads Hashtag Challenge +
w card Badge Effect
r r Challenge Effect

Thailand V V V V V V V V V

Vietnam V V V V V V V V V

Malaysia V V V V V V V V

Indonesia V V V V V V V V
TikTok AD

Lift Your Brand Awareness

TopView

Brand Takeover

In-feed Ads

Premium Badge

Super Like

Link
 25% 100%
Horizontal Vertical
video video
 Importance of Vertical Video

Smartphone users
consume content
only vertically

90%

Qy Completion rates
compared to *Jx
horizontal video

Source: Smartphone vs. Tablet

Orientation, MOVR - the Mobile
Overview Report, Q2 2017 iab.: Guide
to digital video advertising, 2016
 TopView
A brand-new video ad format that showcases your brand at the
first sight of opening TikTok, to REACH and ENGAGE vast
audiences in a visually impactful and immersive way.

• The must-see placement upon opening TikTok, enjoy 100% SOV on splash screen,
display your ad in a noise-free environment

• Recommended 15s video (although up to 60 seconds available) to comprehensively

deliver your brand message

• Effectively drive ad performance

37% 68% 24%

CTR increase Play to 3-second Play to 100%
inci ease
video
view video view
(Q)oppomobileindia
increase increase
OPPO Reno 10x Hybrid Zoom
Launching Today • Support external and internal landing page conversion and user engagement (like,
#GetReadyForReno comment, share, follow etc.)
Promoted Music Pron

Remark: Showcase with permission from OPPO (India Market) For more details please check our Ad Sp
Brand Takeover

Increase brand awareness and maximize your ad’ s impact with a full-
screen takeover.

• Lives on the first screen users see when opening TikTok.

• 100% SOV on the Splash Screen

• 3 Second Image or 3-5 Second GIF/Video

• Supports External and Internal Landing Pages

Remark: For more details please check our Ad Specs.

 Takeover Targeting
Trending Content
OS Gender Network Region Age Targeting

Malaysia X X X X X X

Thailand V V V V X X

Vietnam V V V V V X

Indonesia X X X X X X
 In-Feed Ads
Leverage the native in-app viewing experience with branded
video content embedded in ‘For You’ feed

• Appears as native as possible: Up to 60-second long full-screen video ad, auto-play,

sound-on; users can like, comment, share

• 26 types of CTA copies suit for various marketing goals

• Support external and internal landing page, APP download

In-Feed Ads (Diversion)

• All clickable elements drive users to external landing pages that help drive CTR and
conversion
• Easy to create, no need to set up a business account in advance
In-Feed Ads (Account)
• Connect video ads to your business account to help increase followers; support
users to shoot videos with the same music
• Constantly receive organic impression even after campaign, videos will display
under your account
Remark: For more details please check our Ad Specs.
 In-Feed Ads

Landing Page Business Account

Page

Landing Page

Choose your favorite filter1 We have every style

Music Page
 In-Feed Ads
Regular Format Engagement Formats

Interactive Cards Voting Cards Premium Badge Super Like

Remark: Innovative Formats are demos only.

 Interactive Cards

Listen Now Watch Now

Remark:
1. CTR increase is calculated based on ad testing in India market.
2. For more details please check our Ad Specs.
A conversational card format that enhances your branded content,
leads to multiple destination pages and increases CTR

• Enable brands to initiate a conversation with consumers and drive interests to click
and learn more

• Shown to increase CTR by 26%

Two different buttons on interactive card can direct to

different landing pages, providing more opportunity for brands to deliver product
education
 Voting Cards

A conversational card format that enables your brand to gain more

engagements and collect realtime first-hand users feedbacks

• Intrigue users to engage and vote; the button will discolor once clicked, users get to
see the real-time voting results

• Collect user responses and get to know consumers’ preferences

Remark: For more details please check our Ad Specs.

 Premium Badge

A premium eye-catchy, customized icon that visually displays your

brand message as well as drives overall conversion results

• Customizable brand icon (can be static image or gif)

• Increase CTR by 19% to 26%

• Can direct to an extra landing page

• Premium Resource: Only available to brands who reach threshold price in the market

Remark: Please confirm with sales team about detailed selling policy of Premium Badge.
 NEW in Q3

Super Like
An innovative ad format that delights and surprises users by
rewarding the ‘Like’ behavior on brands ad
• Delight those who show interest in your ad by rewarding ‘Like’ behavior & engagement
with ad content, full-screen floating hearts with branded elements are triggered and
displayed

) Appear on top of regular In-Feed Ads (Account) as an engagement upgrade

) Provides additional presence of branded key message, no matter where you see the video
on TikTok (e.g. Hashtag Challenge Page, Brand Effect Page, Music Page, Favorite etc.)

k Premium Resource: Only available to brands who reach threshold price per market

Click on the ‘Like’ icon or Remark: Please confirm with sales team about detailed selling policy of Super
double-click on the screen

I Continuously click on the screen

 Ad Type Format Highlight

Regular In-feed ads

n-Feed Ads - Overview
In-feed ads (Diversion) Leverage in-app viewing experience and direct users
to external landing page

In-feed ads (Account) Leverage in-app viewing experience and direct users
to Brand Account or Music Page

Interactive cards Add engagement and support two different landing

pages
In-feed Cards Ads
Add engagement and collect first-hand user
Voting cards
feedback

Premium Badge Customized icon Enhance any campaign with an eye-catching

branded button
Super Like Interaction effect Surprise those who ‘like’ your video
By Ad Formats
By Buying Models

Buying Model Placement Highlight

One day max: CPT The first in-feed video ad shown to users Mass reach;
May enjoy spillover benefits
Brand premium: CPM Randomly placed among the first 130 videos Flexible purchase; Support targeting
 n-Feed Ads Targeting
Trending Content
OS Gender Network Region Age Targeting

Malaysia V V V V V V

Thailand V V V V X V

Vietnam V V V V V V

Indonesia V V V X X V
 In-Feed Ads
Trending Content Targeting

The new feature enables brand’ s In-Feed Ads to be placed in between the TOP 5% most popular videos on the
platform.

Noted: Example of the ad placement when users scroll down their video feed on TikTok
 user user Popular Popular user user user user user
content content content content content content content content content

Popular content Popular content

Maximize the impact: put your ads close to the

most popular videos on TikTok (ranked by video
views)

Better content for better context: make your ads

more accepted by placing next to popular and
engaging content

Note: CPM, for the specific purchase level, please confirm with our sales manager based on the delivery date.
 Third-party Measurement

e doubleclick KDÍHAVA* o singular

Tune Sizmek @ adjust flashtalking“„

 Portfolio of Branded Hashtag Challenge

A unique engagement solution on TikTok that taps into the power of UGC

Current Solution Bespoke Solution

Standard Hashtag Challenge Hashtag Challenge + Effect Global Hashtag Challenge

• Quickly generate • Increase brand exposure • Global Fame - Unified

awareness with more on brand UGC message, localized
• Engage fans and harness a • Generate more video post customization (language,
community and lift awareness idea)
• Deepen Engagement • Strong CTA to drive results • AH videos under one
(beyond likes, clicks & (exclusive trait when hashtag page
shares) clickable effects applied) • Global Reach

Special occasions: New product launch/Big event/Brand

Make your debut on TikTok anniversary".
 09:35 .Ill 4G
Standard Hashtag Challenge

Hashtag Challenge capitalizes on our audience’ s natural tendency to create and share
content. Brands can build affinity by turning users into co-creators.

Inspire UGC: Call for users to create high volume of user content

Mass exposure: Core resources to boost campaign awareness and participation

Average engagement rate reaches 8.5% (Like/comment/share)

Creator: Quality content generated by creators will be pinned to the top

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@Han Sara

#donnghiepthoate lhansara Cùng Sunsilk và Han Sara

đón năm mổi với mái tóc suôn mượt nào ® © **

SEE TRANSLATION c
ct iginal Sound @Han SaraOl * ID: hansarạ.

Note: Total engagement of hashtag challenge videos is divided by video views of hashtag challenge videos
Say something
Data source: TikTok Global(markets have hashtag challenges, China excluded) Jan.26 th 2019
Hashtag Challenge+ Effect

Leverage Branded Effect to reduce barriers to entry and increase brand

relevancy. Involve more participants to create videos and endorse your
brand with clickable effect that leads to your site

Elevate brand exposure by generating more on-brand UGC

• through easy-to-participate, and joyful shooting and creating experience

• Provide optional function that can direct users to landing page for story telling, leads
collection, or sales promotion

• Increase video post by 16%

Remark: only when clickable effects is applied Data source: internal data, performance of 19 cases of branded
hashtag challenges from Apr. to Jun. 2019
One brand one voice. Engage global audience and build strong brand

Global Hashtag Challenge

impact with a unified campaign across different markets.

• Elevate your efforts with a global campaigns to build strong brand equity across
multiple markets

• Simultaneously launch across different markets

• Branded Effect, hashtag challenge descriptions, Branded Music can be

automatically adapted in accordance with user’ s language setting of TikTok,
offering global reach with localized content

Remark: The inventory should be checked in advance.

 Hashtag Challenge
Ads Placement
Banner ~ Music , . Hashtag
Recommendation

Direct to the customized Direct to the challenge page

or Pin the branded music
challenge detail page Watch official videos directly to the top
Hashtag Challenge

User Flow
Brand takeover Video Shooting Discover Page
Saw the featured brand Brand banner in the
music or effect in music carousal or brand hashtag
page or trending effect in the trending hashtag list

Challenge Page
Incentives and details of Participation
branded hashtag challenge

For You Page

In-feed ads or popular video
post of the participants
Branded Hashtag Challenge How to choose among hashtag products?
Brands from all industries
Branded Hashtag Challenge + Effect
For clients to have strong visual appeal, like Electronics, EC, Cosmetics, CPG, Apparel etc.

Quickly start a fun and

engaging campaign

Increase brand relevancy in UGC

and lift overall performance

Global Hashtag Challenge

Ensure one brand one voice

Global brand to build up impact

across different markets
 Case: Sunsilk Campaign #phuotdaucungmuot
(travel with smooth hair)
Marketing strategy: An interactive way to
display product benefit

• Easy participating, direct shooting

• Ad product: Takeover + In-Feed Ads + Premium

Badge + Hashtag challenge
15K 16M 20K
Challenge Challenge Fans growth
video video view within
submission campaign

15.1% 7.5M Brand Takeover KOL Video

Brand
takeover
15%
In-Feed Ads
Premium
Badge UGC Video
impression In-feed Ads
click rate generate click
(With Premium
Badge)
Case: OPPO F11Pro Campaign: #LightUpF11Pro
Marketing strategy: Using cash reward to
stimulate UGC
• Dance gesture to display KSP of product
• Ad product: Takeover + In-Feed ad + Hashtag
challenge

7K 6M 13K
Challenge Challenge Total real
video video view comments
submission

9% 9M 3M Brand Takeover KOL Video

Brand Takeover In-Feed Ad

takeover impression impression
click rate
In-feed Ads Celebrities’
Video
Branded Effect

Leverage user engagement with fun and interactive Branded Effect to

boost your brand buzz amongst a mobile-first audience

• Customized brand effect powered by intelligent video

recognition technology
• Bridge your brand and users with fun and memorable interactions

• Generate high quality UGC and brand buzz

Remark: For more details please check our Ad Specs.

 Branded Effect
Easy access and high usage
Accessl Access2
Shoot from homepage and select effect Use the same effect you see on a video

40%
have uploaded videos on TikTok

47%
of them have applied effect

Source: TikTok global internal data

 Applicable formats
Standard Branded Effect
2D Facial 2D Hand Filter
2D Foreground (head/eye/mouth/nose
/cheek/eyebrows) (on palm of single hand) (color-based)
 Applicable formats
Premium Branded Effect
NE
Face Distortion Cosmetics Raindrop Control Hair Color FX W
3D Head
(distort key facial points) (cheek/eyebrow/eye/ (raindrop can be changed to other
formats) (various colors) (can follow head rotation)
mouth/tooth)
 New features
New Clickable Effects & Branded Effect Page NEW
• New Clickable Effects • Branded Effect Page
Clickable on UGC videos with 2D foreground, 2D facial, Branded Effect Page with best UGC displayed on top
2D hand effects, direct to landing page directly and landing page conversion, click shoot to use the
effect

Branded effect name

Click on certain area of the video

Sponsor display

Pop-up appears Branded effect description

Landing page
Click on pop-up

1-6 Official videos

landing page

Shoot with branded effect


Pairing Branded Effects with Other Ad Resources
Broader reach
Brand Takeover & In-Feed Ads can
direct to Branded Effect page to
increase usage; Users can also be
directed to “Open Camera” in infeed
ad CTA button
Integrated Solutions
Deeper Engagement
Leverage Branded Effects to lower
barriers to entry for Hashtag
Challenge, boost UGC participation
and provide a more immersive brand
experience
Branded
Effect
Effective Conversion
Leverage offline experience by designing
an exclusive Branded Effect that consumers
can only get by scanning QR code on the
product, potentially driving offline sales
QR code
inside
(demo only)
 Ad Metrics
Brand Takeover TopView In-Feed Ads
• Impression • Impression • Music Clicks
• Click • Viewable Impression (>2s) • Hashtag Challenge Clicks
• Unique Reach
• Skip Ads & Skip Rate • Click • Homepage Visits
• CTR • Impression
• Reach • Viewable Impression (>2s)
• Skip Ad • Click
• Total Video View • CTR
• 3-sec/10-sec Video View • Reach
• Video Played to • Video View/Unique Video View
25%/50%/75%/100% • 3-sec/10-sec Video View/Unique
• Average Watch Time Per Video Video View
View/Impression/Person • Video Played to 25%/50%/75%
• Total Engagement • Video/Unique Video Watched at
• Engagement Rate 100%
• Likes • Total Watch Time

• Comments • Average Watch Time Per Video

View/Per Person/Per Impression
• Shares
• Played Impression
• Follows
• Engagement
 (Like/Comment/Share)
• Engagement Rate
• Homepage visits
• Follows
• Music Clicks
• Hashtag Challenge Clicks
 Ad Metrics
Hashtag Branded Effect
Challenge
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 Brand Lift Study

ct TikTok nielsen KANTAR Cooperated With Numerous Leading Brands Globally

• L
Selectable survey partners, TikTok or third-party
P&G '°£EAL yHL/EiDO meiji
• Comprehensive investigation of standard ads and nonstandard ads

• Mandatory + optional questions to better measure campaign (ssM S3 KIRIN suriTORY

objective
Rqkuten SoftBank
• 48hrs timely collection

• In-depth analysis and optimizing suggestions Ịyí Spotifyr

®
 Case: Samsung Galaxy A in Malaysia
Samsung launched new product of Galaxy A series with outstanding functions on screen and camera. Brand invited users
to dance creatively according to the official music. Besides, there were 10 universities in Malaysia join together to hold
roadshow for this challenge as well, amplifying brand awareness.

Hashtag: #EraofLIVE

2.89MA 3.07M China

Mobile
. 4.07M
Impression Impression Impression
#EraofLIVE
Era OÍ 193.7k Views

LIVE n Add to Favorites

Join the #EraofLIVE challenge and star in the Milikmu

mobile music video!

263K 2.91M 4.6K

Join the #EraofLIVE challenge now. It’s a... Expand
▼
9 Disclaimer
Sponsored by Samsung Malaysia

(Í? Join Challenge

Clicl Video vie ws Clicks

9.1 38K 4.2K

Video
% In-Feed Ads
Engagement
submissions
Brand Takeover CTR Hashtag Challenge Hashtag Challenge
April. 17, 19 April. 20, 22, 27 Banner + In list UGC
May. 1, 3
 TikTok AD

High-efficient conversion
Performance Ads
For diversion ads, click the profile logo, nickname, ad caption and left slide to enter the landing page 2

For native ads, click the profile logo, nickname and left slide to enter the personal page, click the ad caption to enter the landing page 2

Premium Badge extra landing page

Landing Page 1 Video Watch Page Landing Page 2

Click the Premium Badge

icon and CTA button to
enter the landing page 1
Build Safe Ad Environment For Clients
 I I
I I
I I

Guidelines Solution
I I
I

The TikTok Community Guideline is an important code of Ị

conduct for a safe and friendly environment. Violation of the i
guidelines may result in your account and/or content being
removed.
Inappropriate Content Category
TikTok has put in place protective measures by combining
content moderation technology with a robust human
moderation team
i We have a robust content moderation system with several layers of tools and process including
! automated classifiers, user reports, viewership threshold and more.

___________________________________________________________________
Videos uploaded to our platform
X Nudity or sexual activity

X Child safety violation Proactive Detection Technology

X Harassment or cyberbullying Ị
I Dedicated Monitoring Queue
X Discrimination or hate speech ! ensure swift and scalable responses to reported content. 24/7
moderation with multi-language support on all monetized markets

X Harmful or dangerous content ị

j Issue Specific Abuse Team
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