Category: In the News

As TV evolves into a more immersive storefront experience, there are new opportunities for advertisers to open up two-way interactions with consumers.

To keep pace with this shift from viewership to commerce, advertisers need modern strategies to navigate the wealth of data available to refine their campaigns — from targeting and messaging to optimization and measurement.

One strategy that marketers and media planners can no longer overlook is purchase-based segmentation. By using past buying behavior to predict future loyalty and sales lift, teams are more effectively capturing full-funnel value.

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In February 2019, Griffin Johnson was a junior in college, studying nursing and working in a steel factory. Six years later, he’s co-founder of Animal Capital, a venture fund, a journey he credits almost entirely to TikTok and the connections he’s made along the way. 

Johnson built a TikTok audience around “complaining about student life,” he told Digiday (at the time of writing, he has 9.5 million followers on TikTok and 3 million on Instagram). After building that following, Johnson met a group of two other like-minded creators through the platform and decided to buy a house together, starting the now-infamous TikTok content house — dubbed Sway House — in January 2020.

“Our investment paid off, because two months later, COVID hit and TikTok booms,” Johnson said. “This is where it really all began in terms of the TikTok creator economy.” Sway House was like a TikTok frat house: their content often involved several members doing dance trends or lip-syncing to funny audio, while neighbors reported regular food deliveries, the sound of paintball guns firing in the morning, “chug chants,” and more.

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