Build For The Platform Beet.TV [Video]

CANNES — Brands must build creative for TikTok itself in order to drive attention and outcomes on the platform, says TikTok’s head of global marketing science.

“Build for the platform,” says Jorge Ruiz, Global Head of Marketing Science at TikTok, in this video interview with Beet.TV. “If you do a TV spot, it’s going to work on a TV campaign. You do a TikTok ad, it’s going to work on TikTok.”

Ruiz’s comments amount to a plea against shovelware, or repurposing of creative designed for a different medium.

Ruiz, who leads TikTok’s global marketing science practice, says his team focuses on answering two key questions for advertisers: “Do the ads work and why and how (do) they work?”

To do so, Ruiz has assembled measurement, research and data science teams that work closely with TikTok’s product and marketing organizations.

“At the end of the day, hire smart people, let them …