TikTok officially launched an entirely new advertising analysis tool, Market Spope (market scope), at the fifth “TikTok World” global event, aimed at helping advertisers to better identify and reach target audiences and enhance the marketing effect of the full funnel.
Market Spope is a data-driven visual analysis dashboard that helps advertisers to see in real time the specific stages of the purchase decision-making path by tracking more than 12 key signals such as user interaction, search behaviour, and view duration. The tool clearly divides user travel into three phases: At the cognitive stage, users are initially exposed to brands or products, with a focus on brand exposure; when they enter the consideration stage, they show a clear intention to purchase, for example by browsing through product details or engaging in interaction; and eventually, at the transformation stage, they complete their purchases or take other specific targeted actions.
TikTok indicated that the central advantage of Market Spope lies in its precision identification of users at the “consideration stage”, whose conversion rates are 14-16 times higher than those at the “cognitive phase”. Through real-time data analysis, advertisers can optimize their advertising strategies, for example by using Brand Regulation Ads (brand consideration advertising) to target users at the considering stage or TopView to enhance brand exposure. In addition, the Insight Spotlight trend tool, in collaboration with Market Spope, provides popular content and user-oriented insight to further enhance advertising.
TikTok ‘ s global advertising revenue reached $23 billion in 2024 and is expected to surpass $30 billion in 2025 as a platform that cannot be ignored by advertisers. The tool has significantly improved the return on investment in advertising through stratification of precise audiences and real-time data feedback. Retail brands can optimize budget allocations for advertising by targeting high-intensity users at the consideration stage through the Market Spope to reduce ineffective exposure.
In the future, TikTok plans to extend the tool to more markets and to increase the analytical capability of multimodular data (e.g. voice and image) to further improve the accuracy of user images. With the TikTok user base projected to exceed 2 billion by 2025, Market Spope is expected to become a central tool for advertisers, contributing to the continued growth of TikTok ‘ s share in the global advertising market.
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