For Jorge Ruiz, TikTok’s Global Head of Marketing Science, the biggest trend in 2025 isn’t new—and it’s not going anywhere. It’s essential: ad effectiveness. “At TikTok we’ve been working relentlessly for the last five years to ensure that we drive business outcomes for clients,” Ruiz said during a recent interview with iSpot.
That shared focus on outcomes is why TikTok and iSpot teamed up in 2024. As TikTok’s first-ever audience measurement partner, iSpot allows advertisers to independently measure and verify cross-media reach of TikTok campaigns relative to linear.
And early findings point to a clear trend: In a meta-analysis of 21 campaigns, iSpot data revealed 58% of TikTok impressions reached audiences that weren’t exposed to the TV portion of the campaign.
In other words: TikTok isn’t just part of the media mix, it’s expanding it.
Ruiz sees this kind of measurement not just as validation, but as a way forward. Objective, third-party measurement turns platform performance into actionable strategy. With iSpot, advertisers gain a clear, independent view of how TikTok fits into the broader media mix—helping them validate impact, uncover incremental reach, and make smarter investment decisions.
For brands looking to bring TikTok into the fold, Ruiz’s advice is simple: follow your customer. Then use the right tools to understand what’s working, what’s not, and how to close the gaps.
When you have a unified view across platforms and audiences, ad effectiveness stops being a buzzword and starts being your strategy. Hear more from Jorge Ruiz at TikTok in the interview below.