TikTok and MAGNA launch Playbook for ‘Tentpole Advertising Success’
In an ever-evolving media landscape, the definition of a tentpole moment is shifting. From major cultural events to global sporting spectacles, these moments present a valuable opportunity for brands to capture attention—if they know how to activate effectively.
With the Paris 2024 Olympics on the horizon, MAGNA Media Trials and TikTok set out to explore how advertisers can make the most of these high-engagement periods. Their new research study, The TikTok Blueprint for Tentpole Success, delves into media and creative strategies for brands looking to leverage short-form video alongside traditional media channels.
The study examined cross-platform advertising around the Olympics from retail, finance, and CPG brands, testing ad formats like TopView, Pulse, and Pulse Premiere, as well as creator-led and repurposed ads. The results underscore the increasing influence of short-form video in shaping audience engagement:
Short-form video is a key player in live event consumption – While TV remains important, 42% of surveyed users reported turning to short-form video platforms multiple times per day to follow Olympics-related content. This outpaced TV (35%) and internet search (30%).
TikTok’s usage spikes during tentpole moments – A notable 57% of Australians indicated that they use TikTok more frequently during major events like the Olympics.
Athlete and celebrity content drives engagement – 44% of participants cited following athletes and celebrities as their primary reason for engaging with Olympic content on TikTok.
Cross-platform ad continuity works – For budget-conscious marketers, repurposing TV ads for TikTok proved effective, delivering strong results in attention (63%), brand favourability (58%), and enjoyment (54%).
Creator-led ads drive action – While repurposed TV spots work well initially, creator-led ads excel in maintaining momentum, lifting search intent by 7% and brand differentiation by 11%.
Hannah Rook from MAGNA MediaBrands highlighted the evolving nature of audience behavior, stating: “Australians increasingly consume media on demand, choosing what and when to watch. This makes shared events—and the unified audience they create—a uniquely powerful advertising opportunity. To maximise this opportunity, brands can achieve significant amplification using multi-platform strategies.”
Jorge Ruiz, Global Head of Marketing Science at TikTok, echoed this sentiment, emphasising TikTok’s role in modern media consumption: “TikTok continues to be the go-to destination for experiencing and participating in the world’s biggest cultural moments. Our latest research with MAGNA shows that TikTok is now the preferred medium for following tentpole events, with 42% of users engaging multiple times a day during major events.”
As brands gear up for Paris 2024 and other tentpole moments, the study underscores the growing importance of integrating short-form video into campaign strategies. Whether through repurposed content or creator-led storytelling, TikTok provides a compelling platform for brands to amplify their reach, drive engagement, and connect with audiences in real time.
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