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Ovative Group Reveals TikTok’s Hidden Value: 23x Higher ROI vs. Last-Click Models

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MINNEAPOLIS, Oct. 22, 2024 /PRNewswire/ — Ovative Group, a leading independent media and measurement firm, has uncovered a game-changing insight for marketers: TikTok delivers an average return on investment (ROI) that is 23x higher than what last-click models suggest. By analyzing a cohort of retail clients’ media mix models, platform KPIs, and last-click models over the past two years, Ovative identified TikTok as an underutilized full-funnel powerhouse that significantly contributes to long-term revenue growth.

To unlock TikTok’s true potential, Ovative leveraged its proprietary technology, EMRge by Ovative Group™, which includes Modern MMM+ and powers its unified measurement framework, Enterprise Marketing Return (EMR). This approach provides a holistic view of marketing effectiveness, enabling brands to understand TikTok’s full-funnel impact—an insight often missed by traditional last-click models.

“Marketers have long been misled by last-click models, which capture only a fraction of the true value platforms like TikTok bring,” said Beth McKigney, SVP, Measurement and Technology Solutions at Ovative. “With EMR, we’re able to reveal the full picture, showcasing TikTok’s significant revenue-driving power across channels and its critical role in building a long-term, profitable customer base.”

Debunking the Last-Click Model Myth

Last-click attribution overlooks critical marketing contributions, focusing solely on the final conversion point. Ovative’s EMR model captures the full scope of a brand’s performance across channels, including in-store sales, customer retention, and brand growth. This approach highlights TikTok’s underappreciated role in driving both short- and long-term business outcomes.

In Ovative’s 2024 EMR Power Rankings, TikTok ranked fifth among all media channels, delivering standout results, including:

Over 50% of TikTok-driven revenue occurs in-store, a significantly higher proportion than other platforms.40% of TikTok’s incremental revenue occurs weeks after media investments, highlighting its future media value.

These findings debunk the misconception that TikTok primarily drives online sales, illustrating the platform’s ability to contribute across multiple sales channels and stages of the funnel.

TikTok’s Hidden Value Revealed

Through incrementality testing, Ovative demonstrated TikTok’s effectiveness for a leading women’s retail brand, achieving more than $5 iROAS and driving a 68% increase in TikTok media investment. This resulted in profitable revenue growth and a larger customer base, all made possible by looking beyond traditional last-click metrics.

Jorge Ruiz, Global Head of Marketing Science at TikTok, praised Ovative’s innovative approach, saying, “Ovative’s work with TikTok showcases the importance of measurement resilience and reveals how TikTok delivers for brands. Their expertise is pushing the industry forward by showing how full-funnel measurement leads to smarter investments and better outcomes.”

Maximizing TikTok’s Impact with Full-Funnel Strategy

Ovative’s research reveals that brands focusing on TikTok across all stages of the funnel achieve 2x higher EMR than those limiting it to upper-funnel tactics. By leveraging TikTok’s full-funnel ad products, brands can drive customers through every stage of the purchase journey, ultimately improving performance, decreasing CPAs, and increasing conversions.

Next Steps for Marketers

For marketers looking to maximize TikTok’s potential:

Utilize TikTok’s Full-Funnel Ad Products to drive purchases and attract new audiences.Leverage TikTok’s Attribution Analytics to gain better insights into consumer behavior and enhance campaign optimization.Move Beyond Last-Click Models by adopting advanced media mix modeling tools like EMRge by Ovative Group™ to unlock TikTok’s full-funnel value.

As TikTok continues to dominate the short-form video space, now is the time for marketers to rethink their measurement strategies and embrace TikTok’s full potential.

About Ovative Group: Ovative Group is an independent media and measurement firm focused on driving customer and enterprise value for its clients. Using cutting-edge measurement technology like EMRge by Ovative Group™, Ovative provides actionable insights and innovative strategies to maximize media performance and business impact.

Media Contact:
Courtney Stoesz
Sr. Manager, Brand Marketing and Events
715-307-2255
Courtney.stoesz@ovative.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/ovative-group-reveals-tiktoks-hidden-value-23x-higher-roi-vs-last-click-models-302283692.html

SOURCE Ovative Group

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Technology

Asian Hall of Fame Heritage Gala Highlights Impactful Legacy

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Benefit supported Women In Tech, Entertainment, Science & Sports Scholars

LOS ANGELES, May 13, 2026 /PRNewswire/ — Global ambassador Asian Hall of Fame highlighted positive messages of interracial synergy with its Heritage Gala on May 1, 2026 at the iconic Biltmore Los Angeles. CBS LA Anchor Suzie Suh served as Master of Ceremonies of the festive Asian Heritage Month celebration brought to life by vibrant heritage costumes representing Asia, Latin America, and the U.S. Virgin Islands. The intergenerational benefit funded Women In Tech, Entertainment, Science & Sports (WinTESS) scholarships for 103 applicants from all racial backgrounds.

Guests from California, Washington, Oregon, Hawaii, and New York applauded the Class of 2026 Official Announcement, including Asian Hall of Fame’s first-ever Major League Baseball Inductee Hideo Nomo, nominated by the Los Angeles Dodgers, and DTLA muralist Robert Vargas as Goodwill Ambassador.

Dedicated San Marino philanthropist and Board of Governors Chairwoman Melinda Rogers was honored as the 2026 Woman of the Year, with a moving speech presented by her younger brother William Rogers. Chairwoman Rogers highlighted the endearing impact of family, and delighted audiences with her custom Korean hanbok, designed alongside Anna Kim at her Koreatown boutique.

Distinguished philanthropist Loida Nicolas Lewis (Inductee 2007) shared an inspiring fireside chat with stories of family legacy and community empowerment. Guests received commemorative autographed memoirs, and complimentary gifts from Nan Yang Delight and SUP. Inductees in attendance were Marc Anthony Nicolas, Kristen Lui, incoming Inductees Kitty Lo and Maggie Tseng, Official Design Partner of the 2026 Season.

The dramatic Heritage Costume Show, sponsored by Meridien Vacation Homes, presented pageant holders including a Rose Pageant Princess, Miss Asia USA, Miss Teen Latina Global, Hi-Teen USA, Miss International U.S. Virgin Islands, Miss Taiwanese American, and Mrs. Asia Glamour.

Maki Mae performed from her upcoming album release with pianist Jason Lo and cellist Ryan Phipps. Walter Nishinaka and Los Angeles Taiko Collective kicked off raffle drawings, including an 18-carat gold ring donated by long-standing supporter Vartan Kazanjian, owner of Estate Jewelers of South Pasadena.

ABOUT ASIAN HALL OF FAME
Established in 2004, Asian Hall of Fame strengthens interracial synergy by advancing mainstream recognition of Asian and Native legacy. Inductees include Connie Chung, Kristi Yamaguchi, Margaret Cho, amongst others. Contact: press@asianhalloffame.org, (626) 600-9418, www.asianhalloffame.org.

View original content to download multimedia:https://www.prnewswire.com/news-releases/asian-hall-of-fame-heritage-gala-highlights-impactful-legacy-302771594.html

SOURCE Asian Hall of Fame

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Notice of Data Privacy Incident

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MOUNT STERLING, Ill., May 13, 2026 /PRNewswire/ — Brown County

Brown County, Illinois provides notice of a data privacy incident involving personal information of certain county constituents and staff.

What Happened? On April 3, 2025, we received alerts of unusual activity in one of our email accounts. We launched an immediate investigation, and retained independent cyber incident response specialists to assist. The investigation determined that two email accounts experienced unauthorized access. We have no evidence of fraud or identity theft from this incident.

What Information Was Involved. The information involved varied by individual, and may have included a first and last name along with a Social Security number, driver’s license number, government issued identification number, medical information, or health insurance information.

What We Are Doing. In addition to the above, we are offering complimentary credit monitoring and identity protection services to individuals whose Social Security numbers were believed to be involved.

What You Can Do. Generally, it is best practice to remain vigilant for incidents of identity theft and fraud from any source by reviewing your account statements and credit reports for suspicious activity and errors. If you discover any suspicious or unusual activity, promptly contact your financial institution or service provider.

Individuals are entitled to one free credit report annually from each of the three major credit reporting bureaus, TransUnion, Experian, and Equifax. To order a free credit report, visit www.annualcreditreport.com or call 1-877-322-8228.

Individuals may further learn about identity theft, fraud alerts, credit freezes, and the steps to take to protect personal information by contacting the credit reporting bureaus, the Federal Trade Commission (FTC), or state Attorneys General. The FTC encourages those who discover that their information has been misused to file a complaint with them. It may be reached at 600 Pennsylvania Ave. NW, Washington, D.C. 20580; www.identitytheft.gov; 1-877-ID-THEFT (1-877-438-4338); and TTY: 1-866-653-4261.

For More Information, you may contact us at 1-800-405-6108, Monday through Friday, 8:00 a.m. to 8:00 p.m. EST for further assistance.

View original content:https://www.prnewswire.com/news-releases/notice-of-data-privacy-incident-302771596.html

SOURCE Kennedys CMK LLP

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SharkNinja Set to Join S&P MidCap 400; Flowers Foods and F&G Annuities & Life to Join S&P SmallCap 600

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NEW YORK, May 13, 2026 /PRNewswire/ — S&P Dow Jones Indices will make the following changes to the S&P MidCap 400, S&P SmallCap 600: 

SharkNinja (NYSE: SN) will replace Flowers Foods Inc. (NYSE: FLO) in the S&P MidCap 400, and Flowers Foods will replace CSG Systems Intl Inc. (NASD: CSGS) in the S&P SmallCap 600 effective prior to the opening of trading on Monday, May 18. NEC Corporation (TSE: 6701) is acquiring CSG Systems Intl in a deal expected to close soon, pending final closing conditions.F&G Annuities & Life Inc. (NYSE: FG) will replace Mister Car Wash Inc. (NASD: MCW) in the S&P SmallCap 600 effective prior to the opening of trading on Tuesday, May 19. Leonard Green & Partners L.P. is acquiring Mister Car Wash in a deal expected to close soon, pending final closing conditions.

Following is a summary of the changes that will take place prior to the open of trading on the effective date:

Effective Date

Index Name

Action

Company Name

Ticker

GICS Sector

May 18, 2026

S&P MidCap 400

Addition

SharkNinja

SN

Consumer Discretionary

May 18, 2026

S&P MidCap 400

Deletion

Flowers Foods

FLO

Consumer Staples

May 18, 2026

S&P SmallCap 600

Addition

Flowers Foods

FLO

Consumer Staples

May 18, 2026

S&P SmallCap 600

Deletion

CSG Systems Intl

CSGS

Industrials

May 19, 2026

S&P SmallCap 600

Addition

F&G Annuities & Life

FG

Financials

May 19, 2026

S&P SmallCap 600

Deletion

Mister Car Wash

MCW

Consumer Discretionary

ABOUT S&P DOW JONES INDICES

S&P Dow Jones Indices is the largest global resource for essential index-based concepts, data and research, and home to iconic financial market indicators, such as the S&P 500® and the Dow Jones Industrial Average®. More assets are invested in products based on our indices than products based on indices from any other provider in the world. Since Charles Dow invented the first index in 1884, S&P DJI has been innovating and developing indices across the spectrum of asset classes helping to define the way investors measure and trade the markets.

S&P Dow Jones Indices is a division of S&P Global (NYSE: SPGI), which provides essential intelligence for individuals, companies, and governments to make decisions with confidence. For more information, visit www.spglobal.com/spdji/en/

FOR MORE INFORMATION:

S&P Dow Jones Indices
index_services@spglobal.com

Media Inquiries
spdji.comms@spglobal.com

View original content:https://www.prnewswire.com/news-releases/sharkninja-set-to-join-sp-midcap-400-flowers-foods-and-fg-annuities–life-to-join-sp-smallcap-600-302771602.html

SOURCE S&P Dow Jones Indices

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