A recent report from the Ovative Group highlights TikTok’s underestimated advertising value, revealing that the platform drives returns up to 23 times higher than what traditional last-click models indicate. This finding encourages brands to adopt a more comprehensive view of TikTok’s role in user journeys, advocating for a multi-touch attribution approach. For marketing managers, particularly those in the Middle East where TikTok’s popularity continues to surge, Ovative’s research underscores the potential impact of reevaluating how ad performance is measured.

TikTok’s Position in the Digital Advertising Landscape

TikTok has rapidly evolved from a trendy app for short-form video to a powerful advertising tool. However, many brands have struggled to quantify TikTok’s impact accurately. Last-click attribution models traditionally attribute conversions to the final click in the customer journey, often discounting platforms like TikTok that contribute to early-stage awareness and engagement. Ovative Group’s recent study suggests that this approach vastly underestimates TikTok’s actual ROI.

For marketers in the Middle East, TikTok’s growing user base—particularly among younger audiences—makes it a critical platform for engagement. As brands seek to capture attention in this fast-paced digital space, accurately measuring TikTok’s ROI could influence ad spend decisions and campaign strategies, making multi-touch attribution models more appealing.

Key Findings from Ovative Group’s Report

1. ROI Insights: 23x Higher with Multi-Touch Attribution The most striking insight from Ovative’s report is that TikTok’s ROI is as much as 23 times higher than previously captured by last-click models. This suggests that the platform plays a more significant role in influencing purchase decisions than standard metrics reveal. Multi-touch attribution, which tracks engagement across multiple touchpoints in the buyer’s journey, highlights TikTok’s value in fostering initial interest, rather than just focusing on final conversion actions.
2. Engagement Metrics That Stand Out Beyond traditional metrics, TikTok’s influence is evident in user behavior data. Ovative Group found that engagement metrics like watch time, interaction rates, and share frequency show high levels of user engagement, which are often indicators of brand lift and future conversions. These metrics emphasize that TikTok’s impact extends beyond direct conversion, creating lasting impressions that influence users down the line. For Middle Eastern brands, this information is essential as TikTok’s engagement is notably high in the region. Brands can capitalize on this by creating content that aligns with local trends and resonates culturally, aiming for high engagement as a precursor to conversion.
3. Shifting from Last-Click to Multi-Touch Attribution Ovative Group’s findings challenge marketers to reconsider traditional attribution models. Last-click attribution often oversimplifies the customer journey, attributing value only to the final interaction and missing out on platforms like TikTok that contribute significantly to early-stage interest. Multi-touch attribution, on the other hand, offers a more nuanced view by assigning value to all touchpoints, thus better reflecting TikTok’s role in the broader customer journey.

For Middle Eastern advertisers, transitioning to multi-touch attribution could unlock a clearer picture of TikTok’s ROI, helping them optimize ad budgets by accurately crediting each platform’s contribution.

Practical Applications for Middle Eastern Marketers

As TikTok continues to gain traction across the Middle East, particularly in Saudi Arabia, the UAE, and Egypt, Ovative’s findings present actionable insights for regional marketers:

1. Prioritize Engagement-Centric Content: To leverage TikTok’s influence effectively, marketers should focus on engagement-driven content that speaks to regional interests. Trending topics, local influencers, and culturally relevant themes can boost engagement, setting the stage for eventual conversions even if they don’t result from direct clicks.
2. Experiment with Multi-Touch Attribution Models: By adopting multi-touch attribution, brands can capture a more accurate ROI picture and adjust strategies accordingly. For instance, brands that rely heavily on last-click attribution could overlook TikTok’s ability to build brand awareness. With multi-touch models, they can track the value TikTok adds throughout the customer journey.
3. Optimize Ad Spend Across Channels: With insights into TikTok’s extended impact on the customer journey, marketing teams can more strategically allocate ad budgets across platforms. This means using TikTok for initial engagement and pairing it with conversion-focused platforms for the final stages, enhancing overall campaign performance.

Key Takeaway for Marketing Managers

Ovative Group’s analysis serves as a reminder that TikTok’s ROI extends far beyond what last-click attribution models reveal. For marketing managers in the Middle East, adopting multi-touch attribution could be instrumental in accurately assessing TikTok’s value, particularly given the platform’s popularity in the region. By prioritizing engagement, investing in culturally relevant content, and experimenting with new attribution models, marketers can maximize TikTok’s potential to drive brand growth and customer engagement effectively.