TikTok and LiveRamp partnered to offer a sales lift measurement solution for the UK and France

May 11, 2023 by
Frank Calviño

TikTok and LiveRamp have partnered to launch a sales lift measurement solution for CPG brands in the UK and France. The measurement solution will report on sales lift for brands advertising on TikTok. Through partnerships with some of the world's most eminent Retail Media enablers, LiveRamp can quantify the effectiveness of advertising campaigns for brands in the UK and France.

Sales lift is a terminology used to express the incremental increase in sales that can be attributed to a specific marketing campaign or media channel.  And both companies believe that the connection between online impressions and offline sales can help reveal the true incremental value of ads, uncovering opportunities to uncover statistics for audience optimization and gain more insights. 

With this service, advertisers can get answers to critical business questions such as: what were the incremental sales driven by TikTok for my business? Which TikTok campaign elements are most impactful in driving incremental sales for our brand? Or Are incremental sales driven by new or existing brand customers?

As they report in an early press release, the early results of this new integration have been positive. Of the 34 campaigns in the UK and France that have been measured with this new LiveRamp solution, brands in the UK recorded +5.5% incremental sales and +11.5% in France.

TikTok battle for America has only started

Meanwhile, TikTok is still battling against the US authorities in what seems to be the last ditch effort from the US government to stop or at least contain the expansion of the popular social network in their country. 

But, things are not looking well for American legislators - concern about the data leaking potential of TikTok - now that a second massive Asian social media has arrived in the US, and it also happens to be part of the TikTok group: Lemon8. 

While TikTok CEO Shou Zi Chew was testifying before the U.S. Congress over possible ties between the app he runs and the Beijing government, the social network Lemon8 became the most downloaded lifestyle app in Apple's App Store and the seventh most downloaded app on Google Play. 

Remember that Lemon8 is the new trending platform in Asia of ByteDance, the parent company of TikTok. 

Since its launch in March 2020, it has totaled more than 17 million downloads worldwide, with Japan as its top market. In the United States, the app has been available since February 2023. Since then, there have been 4.25 million downloads on U.S. soil, according to data firm Apptopia.

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