TikTok today published an update to Market Scope, its first-party analytics platform for advertisers, alongside the launch of Brand Consideration Ads, a new mid-funnel campaign objective built on top of the platform's audience data. Both announcements, dated May 13, 2026, arrive as the company continues broadening the commercial infrastructure around its short-form video product - adding measurement depth on one side and a new activation layer on the other.

Market Scope and what it does

According to TikTok, Market Scope is designed as a full-funnel analytics tool that gives brands a single view of how audiences move from awareness through consideration to conversion, across paid, organic, and branded content. The platform combines first-party behavioral signals with brand performance data, competitive context, and vertical-specific industry benchmarks.

The core proposition is one of consolidation. Previously, advertisers had to piece together audience data from multiple systems - TikTok Ads Manager, organic analytics, and separate measurement tools - to build a picture of where different audience segments sat in the purchase funnel. Market Scope surfaces those funnel stages in a unified dashboard, combining audience engagement metrics with behavioral signals that indicate intent. That kind of fragmentation has been a persistent challenge across the industry: a PPC Land analysis from April 2026 found that only 25% of surveyed marketers said they understood their audiences "very well," citing data silos and disconnected tooling as primary obstacles.

The platform currently sits inside TikTok Business Center and is accessible to a limited number of brands. Access requires reaching out to a TikTok account manager.

What is new in today's update

The May 13 update introduces several new modules and expands existing ones.

The Brand Perception module has been upgraded with capabilities that surface emerging trends, competitor activity, and demand patterns within a brand's category. According to TikTok, the upgraded module allows marketers to identify which products and themes are gaining traction, connect those trends to campaign performance data, and evaluate post-campaign results with more granular context.

A new sub-module within Brand Perception is called Tentpole Strategy. This feature surfaces traffic trends tied to specific calendar moments - Black Friday, Back to School, and similar tentpole events - to help brands and their agencies align campaign timing and budget allocation during pre-planning periods. According to TikTok, advertisers without Tentpole Strategy have typically relied on manual planning methods using past campaign data or industry reports, which limits their access to real-time audience behavior during those high-demand windows. The new module surfaces search spikes, content performance signals, and traffic trend data ahead of those moments.

E-commerce insights have been expanded across four dimensions. The first is Buyer Analysis, which provides a deeper breakdown of customer cohorts and purchase behavior. The second is Competitive Landscape, giving a clearer view of market share distribution and how competitors are performing. Third is Store Diagnosis, which surfaces actionable data on TikTok Shop storefront effectiveness. Fourth is Livestream Performance, providing granular analysis of livestreaming campaigns. Together, according to TikTok, these additions are intended to give brands and sales teams a more complete picture of performance both within TikTok and in off-platform open-loop e-commerce environments.

One structural change in the e-commerce section is notable: the platform previously showed only one purchase path at a time - either TikTok Shop in-app purchases or web payments. Now, Market Scope displays both paths simultaneously on a single dashboard, with two distinct views side by side. According to TikTok, this dual-path view allows brands to see how TikTok drives demand both in-app and off-platform at the same time, rather than alternating between two separate views. TikTok Shop is currently unavailable in Canada, and the single-dashboard dual-funnel view reflects the different availability of that feature across markets.

IP-level audience tracking for theatrical advertisers is another new addition. Film studios and entertainment companies can now track awareness, consideration, and ticket purchase signals at the individual movie or show level, rather than at the account or portfolio level. This means a studio managing multiple active releases can track where audiences sit in the funnel for each title separately, spot momentum by release, and identify at which funnel stage a given title is losing audience before conversion.

Industry Analysis improvements include a new User Migration Analysis for telco brands. The feature shows how many users switched from competitors to a given brand - and identifies the source of those gains. According to TikTok, this telco module is the first of a series of industry-specific sub-modules, with versions for mobile phone and commerce brands described as coming soon.

Brand Consideration Ads: the activation layer

Sitting alongside the Market Scope data updates is a new campaign objective called Brand Consideration, available inside TikTok Ads Manager. The product is positioned as a mid-funnel solution - a gap that has long existed between awareness and direct-response conversion advertising on the platform.

According to TikTok, Brand Consideration Ads are powered by the Market Scope audience data layer. The objective identifies users who have already shown behavioral signals of brand interest - sharing a video, liking or commenting on it, searching for the brand, or repeatedly watching branded content - and prioritizes delivery to those users. The system optimizes for cost per consideration while simultaneously tracking 6-second view-through rate (6s VTR), which TikTok describes as a proxy for attention quality. Balancing those two metrics means that Brand Consideration is not purely a bottom-of-intent play - it is intended to reach users who are likely to watch and who are likely to engage, rather than users who merely match targeting parameters.

Early testing data, based on a MarSci analysis of 72 studies in European and North American markets between May and November 2025, indicates that campaigns including Brand Consideration Ads delivered 1.23x ad recall lift and 1.19x awareness lift compared to campaigns that did not include them. TikTok notes that those results are directional and based on a cohort with fewer than 30 studies, meaning the figures should not be treated as statistically definitive. The studies included campaigns where at least 10% of spend was allocated to Consideration Ads.

The consideration audience data behind the product also carries third-party validation. According to TikTok, InMarket's analysis of retail campaigns found that consideration audiences over-indexed on store visits at 1.8 times the rate of non-consideration audiences. A separate Circana analysis of CPG campaigns - covering fast-moving consumer goods including beauty and care categories - found that consideration audiences drove 4.2 times higher incremental sales than awareness audiences, and 4.4 times higher incremental sales than untapped audiences who had no prior brand exposure on the platform. Both analyses were conducted in 2025 under a third-party validation framework called the TikTok Market Scope 3P Validation Analysis.

Traffic integration and Buyer Optimization

Brand Consideration signals are also available within the Traffic objective in TikTok Ads Manager, not just the Consideration objective itself. Advertisers running traffic campaigns can toggle on consideration signals, which changes the optimization target to prioritize users who sit in the consideration audience pool. Two signals are available: cost per consideration and cost per new buyer. The cost per new buyer signal specifically optimizes delivery toward users who have not purchased from the brand in the past 180 days - a targeting parameter aimed at audience expansion rather than retargeting.

A third feature, called Buyer Optimization, is listed as coming soon. According to TikTok, this will be a new optimization mode for brands with a website or TikTok Shop, designed to build new brand buyer audiences and improve the overall flow from consideration to conversion.

Context: where this fits in TikTok's advertising stack

The Market Scope update and Brand Consideration launch fit within a broader pattern of TikTok building out its mid-funnel and measurement infrastructure during 2025 and early 2026. The platform has been expanding its tools in several directions at once.

On the automation side, TikTok upgraded Smart+ in January 2026 with creative automation features, ad preview tools, and controls designed to address advertiser complaints about transparency inside fully automated systems. Smart+ Catalog Ads, according to TikTok's own closed beta data, delivered a 36% reduction in cost per acquisition versus manually managed campaigns.

On the placement and reach side, TikTok in March 2026 announced TopReach, a product combining TopView and TopFeed placements under a single purchase, citing 59% incremental reach at three times lower cost per reach than TopView bought alone. That same month, TikTok also detailed its Pulse advertising suite, formalizing four distinct contextual placement products - Pulse Premiere, Pulse Core, Pulse Mentions, and Pulse Tastemakers - with expansion timelines extending into Q3 2026.

Brand safety and suitability tooling has also expanded. TikTok introduced Video Exclusion List and Profile Feed Exclusion List controls in April 2025, and a report co-published with BSI in early 2026 reframed how brands should structure their creator suitability processes across a five-stage lifecycle.

On the CRM and attribution side, HubSpot embedded TikTok natively into Marketing Hub in April 2026, covering paid ad management, organic content publishing, pixel deployment, and closed-loop revenue attribution within a single system. That integration arrived around the same time as Google Analytics added TikTok cost data import in October 2025, allowing advertisers to pull TikTok spend, clicks, and impressions directly into GA4 properties.

The Brand Consideration objective specifically addresses a gap that has been discussed in the industry for some time: how to activate mid-funnel audiences that have signaled genuine interest but have not yet converted. TikTok's research with Tracksuit, published in October 2024, found that high-awareness brands on TikTok achieve 2.86 times the conversion rate of low-awareness brands - a finding that underscores the business value of audience position in the funnel, not just the volume of impressions delivered.

Why this matters for media buyers

The practical significance of Market Scope's evolution lies in how it changes the data basis for campaign planning decisions. Tentpole Strategy gives planners access to real-time search and content signals ahead of key calendar events, replacing backward-looking industry reports with forward-looking behavioral data. The dual e-commerce funnel view - showing TikTok Shop and web conversions simultaneously - gives brands with omnichannel retail operations a cleaner way to attribute demand across channels without toggling between reports.

For brands in entertainment and theatrical categories, IP-level funnel tracking addresses a long-standing measurement limitation. Studios have typically had to infer funnel position at the portfolio level, or rely on third-party brand tracking panels, rather than seeing per-title audience data directly inside TikTok's own platform.

Brand Consideration Ads introduce a campaign objective that sits explicitly between the brand awareness and direct-response tiers that have defined TikTok's commercial offering until now. The 6s VTR optimization component is a concrete technical choice - it reflects TikTok's position that attention and intent, measured simultaneously, are more reliable predictors of mid-funnel movement than either signal alone.

Access to both Market Scope and Brand Consideration Ads is currently through TikTok's direct sales organization. Brands interested in either product are directed to contact their TikTok partner.

Timeline

Summary

Who: TikTok for Business, announcing updates to advertisers and media buyers globally.

What: An update to Market Scope, TikTok's first-party analytics platform, adding a Tentpole Strategy sub-module, dual e-commerce funnel views, expanded e-commerce insights across four dimensions, IP-level audience tracking for theatrical advertisers, and a telco-specific User Migration Analysis in Industry Analysis. Alongside this, TikTok launched Brand Consideration Ads, a new mid-funnel campaign objective inside TikTok Ads Manager, powered by Market Scope audience data and optimizing for cost per consideration and 6-second view-through rate simultaneously.

When: The announcement is dated May 13, 2026. Early testing data for Brand Consideration Ads covers studies conducted between May and November 2025 in European and North American markets. Third-party validation figures from InMarket and Circana are attributed to 2025 analyses.

Where: Market Scope is accessible through TikTok Business Center, currently available to a limited number of brands. Brand Consideration Ads are available inside TikTok Ads Manager, with access through TikTok's direct sales organization. Early testing covered North American and European markets.

Why: TikTok is extending its commercial infrastructure beyond top-of-funnel awareness and bottom-funnel direct response, building a data and activation layer for the consideration stage of the purchase funnel. The dual e-commerce funnel view and IP-level tracking reflect demand from advertisers for more granular funnel intelligence. Brand Consideration Ads address the difficulty of identifying and scaling audiences that have signaled genuine intent before reaching the conversion stage - a gap that has historically required advertisers to either rely on lookalike modeling or wait for lower-funnel signals that arrive too late to influence mid-funnel planning.

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