TikTok Unveils New Ad Formats Targeting Entertainment and Book Fandoms in Europe

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TikTok has launched new ad formats, including 'Smart+' ads, 'Streaming Ads', and 'New Title Launch', that leverage AI to personalize ad experiences and convert user engagement into paid subscriptions and ticket sales. The rollout began at Sundance and has now expanded to Europe with the Berlinale film festival. TikTok's internal data reveals a powerful trend, with over 6.5 million posts about film and TV shared daily on the platform, and #FilmTok and #MovieTok activity increasing by 50% last year. The platform's influence extends beyond film and television, with #BookTok amassing over 73 million posts worldwide. To capitalize on the #BookTok trend, TikTok has partnered with Media Control to launch the #BookToScreen BookTok Bestseller List, a real-time resource designed to provide publishers, studios, and streamers with insights into titles gaining popularity on the app and those being adapted for the screen.

Why it matters

TikTok's focus on entertainment and book fandoms presents significant opportunities for brands. The AI-powered ad formats allow for highly targeted campaigns, reaching users already actively engaged with relevant content. The #BookToScreen list offers a valuable tool for identifying potential adaptation opportunities and aligning marketing efforts with trending titles.

The details

TikTok has launched 'Smart+' ads, 'Streaming Ads', and 'New Title Launch' formats, leveraging artificial intelligence (AI) to personalize ad experiences and convert user engagement into paid subscriptions and ticket sales. The rollout began at Sundance and has now expanded to Europe with the Berlinale festival. TikTok's internal data reveals that over 6.5 million posts about film and TV are shared daily on the platform, and posting activity on #FilmTok and #MovieTok increased by 50% last year. The platform's influence extends beyond film and television, with #BookTok amassing over 73 million posts worldwide. In 2024, over 25 million books recommended on TikTok were sold in Germany, generating nearly $406 million in revenue. To capitalize on the #BookTok trend, TikTok has partnered with Media Control to launch the #BookToScreen BookTok Bestseller List, a real-time resource designed to provide publishers, studios, and streamers with insights into titles gaining popularity on the app and those being adapted for the screen.

• The new ad formats were launched at the Sundance Film Festival.
• The ad formats have now expanded to the Berlinale International Film Festival in Europe.

What’s next

The new ad formats and the #BookToScreen Bestseller List are expected to continue expanding globally, providing more opportunities for brands to connect with entertainment and book fandoms on TikTok.