TikTok understands the importance of brand safety and alignment, which is why they’ve made significant improvements to their TikTok Ads Manager tool. Advertisers now have greater control over where their ads appear thanks to two new features: Category Exclusion and Vertical Sensitivity. TikTok states:
“The new controls go above and beyond common industry standards and guidance for protections, including the Global Alliance for Responsible Media (GARM) Brand Suitability Framework.”
Category exclusion
TikTok’s Category Exclusion feature allows advertisers to fine-tune their ad placements. Brands can choose to avoid association with specific content categories like Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content. This level of control ensures consistency with a brand’s message and target audience. Categories you can exclude association with are:
- Gambling and lotteries
- Violent video games
- Combat sports
- Youth content
Vertical sensitivity
Advertisers can now protect their brand positioning by choosing their industry vertical and opting to avoid content within that vertical if it conflicts with their brand message. For example, a brand focusing on finance and investing may want to avoid showing alongside gambling content. TikTok currently offers 11 verticals for selection, including pets, beauty, gaming, and more.
Streamlining brand safety with TTAM
TikTok has introduced a dedicated Brand Safety Hub within TikTok Ads Manager (TTAM). To get here, navigate to Tools > Settings > Brand Safety (screenshot of Brand Safety Hub below). This hub allows advertisers to set brand safety and suitability preferences at the account level. These preferences then automatically become the defaults for all future campaigns, simplifying the process and ensuring consistency.
Why this matters
Ads appearing alongside harmful or irrelevant content can damage your brand’s reputation. On the other hand, strategically placed ads enhance your campaign’s effectiveness. With these new controls, you can ensure your ads are seen in environments that support your brand’s message and values.
The takeaway
TikTok’s enhanced ad placement controls give advertisers the power to protect their brand image and maximise campaign impact. By strategically utilising these features, you can ensure your ads resonate with your target audience in the most positive way possible.
