This article was written by David Cohen from Adweek
Customer experience management platform Sprinklr is now integrated with video creation platform TikTok, making Sprinklr the first application-programming-interface partner to support in-feed video ads on TikTok.
Advertisers can create and manage in-feed video ads on Sprinklr’s platform alongside their campaigns on other supported social platforms, including Facebook, Instagram, Line, LinkedIn, Pinterest and Snapchat.
The two companies said giving brands the added flexibility is especially relevant during the coronavirus pandemic, as TikTok’s daily traffic was up 15% on March 24 compared with Jan. 21, and the application was downloaded 27% more times in the first 23 days of March (6.2 million times) compared with the same period in February.
In that same time period, TikTok’s global gross revenue was up 10%, to $46.4 million, and that figure in the U.S. was 21% ($2.9 million).
In-feed video ads on TikTok have customizable call-to-action buttons that bring viewers to external landing pages, and the two companies said, “With this full-screen, auto-play and sound-on format, brands will fit right into the user experience while driving awareness and consideration more effectively.”
They added that the integration will help brands increase return on ad spend via artificial-intelligence-powered optimization and Sprinklr’s Smart Rules, which enable them to automatically adjust ad content based on factors such as social media conversations, weather or other events.
Advertisers can boost their productivity through real-time reporting, eliminating manual reports from multiple channels and creating customizable dashboards, as well as through streamlined ad creation, removing the need for email-based collaboration and siloed workflows by tapping Sprinklr to drive real-time collaboration between brand and agency teams.
Sprinklr also enables brands to protect their reputation via an auditable governance structure that manages user access to posting TikTok ads based on an employee’s roles and responsibilities.
Sprinklr Chief Technology Officer Pavitar Singh said, “Sprinklr’s partnership with TikTok presents an exciting opportunity for brands to target a highly engaged Gen-Z and millennial audience on a platform that promotes authenticity and creativity. We’re thrilled to provide our customers with the opportunity to increase return on ad spend, improve productivity and protect their brand reputation when managing TikTok ads.”