As TikTok continues to dominate the global social media platform with over 1 billion monthly active users, new ad formats in 2025 are becoming essential tools for Vietnamese SMEs to increase reach and optimize campaign effectiveness. Timely grasping these breakthrough advertising formats not only helps save budget but also enhances user experience, thereby driving stronger conversions.
According to the latest report from TikTok For Business, ad formats combining AI technology and augmented reality (AR) interaction will account for up to 65% of total effective campaigns in 2025. This shows a clear shift in how users interact with content and requires advertisers to innovate to avoid falling behind in a fiercely competitive market.
From the perspective of DPS.MEDIA, understanding the structure and characteristics of each new ad format not only provides an advantage in strategy building but also serves as a solid foundation for implementing suitable digital solutions for each industry. We affirm that when SMEs quickly update and effectively apply these ad formats, they will easily create unique impressions, increase customer retention rates, and maximize ROI in an increasingly complex digital environment.
New advertising format trends and their impact on consumer behavior on TikTok
Multi-dimensional formats deeply influence consumer behavior
In 2025, TikTok continues to expand and refresh ad formats to create a more natural, personalized, and engaging experience for users. Especially, ad formats such as Interactive Video Ads or Augmented Reality (AR) Branded Effects not only convey messages but also stimulate proactive interaction from customers. According to research by Nielsen & TikTok (2024), this interactive ad format helps increase time spent on ads by up to 45%, while also enhancing brand recall by 32% compared to traditional advertising.
DPS.MEDIA finds that, this change shifts content consumption habits on the platform from passive to actively seeking information, encouraging consumers to readily participate in actions such as product trials, commenting, or quickly sharing content. This is especially suitable for SMEs, helping them utilize budgets effectively, create campaigns that are both friendly and convenient, and spark customer curiosity.
Summary table of some creative advertising formats on TikTok in 2025
| Format | Outstanding features | Main impact on consumers |
|---|---|---|
| Interactive Video Ads | Allows viewers to choose content or outcomes in the video | Increase interaction time and personalized experience |
| AR Branded Effects | Custom augmented reality effects tailored to the brand | Create entertaining experiences connected to the product |
| Dynamic Product Ads | Ads based on shopping behavior and user preferences | Highly personalized, driving faster purchase decisions |
DPS.MEDIA's perspective on the future of TikTok advertising formats
Experts from DPS.MEDIA believe that for SMEs to fully leverage this trend, it is not only necessary to apply new technology but also to create content suitable for local culture and Vietnamese consumer habits. Advertising should not simply showcase products, but must build emotional stories and evoke two-way interaction.
For example, a campaign by a Vietnamese fashion brand used AR effects that allowed users to “try on” clothes over real-life video, thereby increasing conversion rates by 27% compared to traditional non-interactive video ads. This is clear evidence that ad formats can also be a powerful conversion channel when properly utilized.
Detailed analysis of creative interactive ad formats to increase brand awareness
Creativity in interactive advertising through AI and AR technology
Interactive ad formats on TikTok in 2025 will not only attract attention but also elevate user experience through creative combinations of artificial intelligence (AI) and augmented reality (AR). Small and medium brands in Vietnam have the opportunity to leverage these solutions to build brand identity more effectively and deeply.
A typical example is a campaign by a local cosmetics brand, using AR Try-On allowing users to directly try products via their phone camera, thereby creating a personalized experience and increasing conversion rates. According to research from Harvard Business Review (2023), interactive ads with such personalization can increase brand recall by 35% compared to traditional ads.
Ad formats that enhance interaction and natural virality
From the perspective of DPS.MEDIA, ad formats such as:
- Branded Effects: Interactive filters and effects allow users to create unique branded content, increasing organic spread within the community.
- Interactive Poll Ads: Ads with polls encourage participation and product discovery, increasing average engagement by up to 40%.
- Shoppable Ads: Directly integrate shopping functionality, shortening the customer journey from awareness to purchase decision.
These solutions not only help SMEs save on advertising costs but also lay the foundation for sustainable growth, as each campaign can build a loyal community around the product.
Comparison of the effectiveness of new interactive ad formats on TikTok
| Format | Engagement Level | Estimated Cost | Outstanding Benefits |
|---|---|---|---|
| Branded Effects | 75% | Average | Stimulate UGC content creation |
| Interactive Poll Ads | 60% | Low | Increase awareness through direct interaction |
| Shoppable Ads | 55% | Medium – High | Drive rapid conversions |
| AR Try-On | 80% | Fairly high | Create deeply personalized experiences |
As shown in the table above, investing in highly interactive formats not only enhances awareness but also improves recall and conversion rates, a prerequisite for small and medium-sized businesses to rise in a highly competitive market.
Applying AI technology to optimize ad formats for effective campaigns
Optimizing ad formats with AI: Superior personalization standards
The application of AI technology in optimizing ad formats has been creating a major breakthrough in TikTok marketing campaigns. Instead of relying on fixed format templates, the AI system can analyze user behavior in real time to automatically adjust content, images, and audio to best suit specific target groups. This not only increases engagement rates but also significantly reduces wasted costs when ads do not reach the right target customers.
DPS.MEDIA implemented a customized AI format solution for an SME in Vietnam, helping to increase the conversion rate from short video ads by up to 25% within 3 months. This strategy is based on big data analysis combined with machine learning to deliver flexible ad templates that are responsive to each customer group.
Outstanding AI formats on TikTok 2025: Creative and effective breakthroughs
- Dynamic Video Ads: Video ads automatically adapt based on viewer feedback, creating a deeply personalized experience.
- Interactive AI-powered Polls: Integrate interactive surveys to stimulate engagement while collecting information for optimization data.
- AR Overlay with AI Adaptation: Apply Augmented Reality technology, allowing ads to blend with the user's environment, increasing realism and appeal.
| Technological features | Application benefits | Real example |
|---|---|---|
| Run real-time automated A/B Testing | Quickly optimize the most effective format, saving costs | experimented on shoe ads, increased engagement by 30% |
| Analyze user behavior through AI | Increase trend prediction ability, personalize to exact needs | Cosmetic campaign captures preferences of female customers aged 18-24 |
| Automate content editing | Reduce ad production time, enhance consistency | F&B brand recreates content daily according to new dishes |
DPS.MEDIA founder, Mr. Nguyen Van Huy, emphasized: “AI not only helps optimize each format but also expands creative possibilities, allowing SME brands to communicate with customers more naturally and authentically.” This is the key for Vietnamese businesses to keep up with global advertising trends in the future.
Strategy for choosing ad formats suitable for SMEs' business goals
Understanding business objectives for effective ad formatting
Choosing ad formats on TikTok requires SMEs to clearly define strategic objectives, such as increasing brand awareness, driving conversions, or building a loyal customer community. According to research from Harvard Business Review,the right format helps increase campaign performance by up to 38% compared to choosing ads based on intuition. For example, the format Brand takeover is suitable when SMEs want to create immediate attention, while In-Feed Ads helps maintain long-term engagement and increase coverage for new products and services.
DPS.MEDIA successfully consulted for a young fashion brand in Ho Chi Minh City, applying Spark Ads combined with Video loop Ads, suitable for the goal of quickly connecting with dynamic youth on TikTok. As a result, after just 1 month, direct sales through this channel increased by 27%, while advertising costs decreased relatively compared to traditional methods.
Analysis of TikTok's new 2025 ad formats suitable for SMEs
- Video Poll Ads: Two-way interaction, helping to quickly collect customer behavior data to optimize campaigns.
- Augmented Reality (AR) Ads: Create a unique augmented reality experience, helping SMEs stand out in the “crowd” through creative content.
- Multi-Product Carousel Ads: Suitable for campaigns introducing product sets, encouraging customers to easily choose.
We recommend that SMEs use the following quick classification table to make the right format choice:
| Type of objective | Suggested format | Reasons for choosing |
|---|---|---|
| Increase Awareness | Brand Takeover, AR Ads | Create a strong, memorable impression with viewers |
| Boost Engagement | Video Poll Ads, Spark Ads | Encourage customer interaction, gather insights |
| Increase Sales | In-Feed Ads, Multi-product Carousel Ads | Flexible product presentation, support quick purchases |
DPS.MEDIA strives to accompany SMEs not only with tools but also with insights into how to integrate customer data into selecting the appropriate ad format, creating a competitive advantage in an increasingly fierce digital era.
Experience in implementing and measuring the effectiveness of new ad formats on TikTok
Strategy for piloting advertising on TikTok
At DPS.MEDIA, we especially emphasize experimenting with a variety of ad formats new from TikTok to find the most suitable solution for each industry and business size. For example, with ad formats Shoppable Ads – allowing users to shop directly on the platform – we focus on implementing in phases: from brand awareness, engagement, to purchase conversion.
At the same time, to minimize risks and optimize budgets, the application of continuous A/B testing along with measurement metrics such as CTR, CPA, and ROAS are integrated into each campaign. According to eMarketer research (2024), campaigns with thorough testing steps often increase marketing effectiveness by 30-40% compared to direct implementation.
Methods for measuring effectiveness with practical data
Not stopping at reporting TikTok platform data, DPS.MEDIA encourages businesses to combine internal data such as CRM and website analytics for a more comprehensive view of the customer journey. Applying the multi-touch attribution model helps accurately assess the role of each new ad format in driving conversions.
| Ad formats | Main advantages | priority metrics | Application example |
|---|---|---|---|
| Video Spark Ads | Increase organic engagement through user-generated content | CTR, Engagement rate | Boost local fashion brand |
| Shoppable Ads | Enable shopping conversion directly on the app | Conversion rate, ROAS | FMCG businesses increase revenue during peak season |
| Dynamic Showcase Ads | Automatically personalize displayed products | CPA, Bounce rate | Electronics brand improves purchase rate |
This shows that creative collaboration in content and strict measurement technology is the key to maximizing the potential of new ad formats on TikTok – a platform that continuously innovates and expands its user community in Vietnam.
Tips for creating attractive ad content tailored to each format's characteristics
Optimizing content according to the characteristics of each TikTok format
When creating ad content, recognizing and leveraging the unique characteristics of each format on TikTok is crucial to attract and retain viewers. For example, the format In-Feed Ads often requires natural, relatable content that easily integrates into the user's video feed; meanwhile, TopView Ads need to make a strong impression in the first few seconds to maximize peak display time.
We recommend applying the “3S” principle from modern marketing research:
- Short & Snappy – Concise, succinct, not rambling.
- Story-driven – Creative and engaging storytelling.
- Socially Relevant – Interactive and aligned with social trends.
Budget allocation & performance control by ad format
From DPS.MEDIA's real case study with SME clients in the fashion industry, a combined campaign Spark Ads and Branded Effects showed a 1.8 times increase in brand awareness compared to running traditional video only.
For easier visualization, you can refer to the following short analysis table – helping businesses clearly understand the advantages, disadvantages, and corresponding budget recommendations:
| Format | Advantages | Disadvantages | Budget recommendation |
|---|---|---|---|
| In-Feed Ads | Easy to approach, creates a natural feeling | High competition, requires continuous creativity | 30%-40% total budget |
| TopView Ads | High vision, makes a strong impression | High cost, short time pressure | 20%-30% total budget |
| Spark Ads | Activates user content, viral | 20%-25% total budget | |
| branded Effects | High interaction, creates a unique experience | High technical and creative requirements | 10%-15% of total budget |
By capturing details and being flexible in each format, your SME business not only increases reach but also effectively boosts conversion rates.
Forecasting development trends and potential opportunities from TikTok ad formats in the future
Key trends shaping TikTok advertising in 2025
Unlike traditional platforms, TikTok is breaking through thanks to creative ad formats leveraging artificial intelligence (AI) and deeply interactive features. Technologies such as augmented reality (AR) combined with short video experiences promise to create many new types of ads that help optimize conversion rates. A notable example is the AR filter campaign by YSL in Korea, which increased brand awareness by up to 42% in just 2 weeks of implementation, according to Nielsen Vietnam 2024 report.
DPS.MEDIA believes that, the trend of personalized advertising based on user behavior data will become increasingly important. Not just simple interstitial ads, but also Branded Effects and Shoppable Ads formats integrated directly into videos provide a seamless shopping experience, allowing users to easily convert from “view” to “buy” without leaving the app.
Opportunities for Vietnamese SMEs in the new context
From DPS.MEDIA's strategic perspective, SMEs can leverage new TikTok ad tools to:
- Enhance the ability to reach young customers: TikTok is the playground of Gen Z and Millennials – the majority group among the platform's total users.
- Optimize advertising costs: With flexible customization capabilities, SMEs can choose formats that fit their budget while still ensuring high effectiveness.
- Encourage two-way interaction: Ad formats with direct response features help build a loyal customer community.
| Format | Targets | Application example |
|---|---|---|
| Branded Hashtag challenge | Increase engagement, spread brand awareness | Guess's #InMyDenim campaign (2024) attracted 10 million user-generated videos |
| TopView Ads | Rapidly increase brand awareness | VNPT group used it to promote the 5G package, reaching 2 million views in 3 days |
| Shoppable Ads | In-app shopping conversion | Local brand fashion styles leveraging this feature saw a 28% increase in sales compared to traditional channels |
By combining these trends, SMEs not only make a “one-time investment” but will gradually build a sustainable advertising ecosystem on TikTok, tapping into an increasingly sophisticated and personalized potential customer base.
Valuable lessons
With the continuous development of TikTok and increasingly creative ad formats in 2025, businesses need to quickly adapt and effectively leverage new formats such as Branded Mission, Interactive Add-Ons, or Live Shopping Ads. These formats not only open up vast creative space but also help increase engagement, build communities, and drive conversions more strongly than ever. At DPS.MEDIA, we recognize that every advertising opportunity needs to be personalized and flexibly integrated into the overall digital marketing strategy. Especially for SMEs in Vietnam, choosing the right format that fits the budget, content, and business objectives will be the key factor to stand out in TikTok's highly competitive environment.
We encourage businesses to start experimenting with each type of ad on a small scale to measure effectiveness, then scale up once the right customer insights are identified. Additionally, linking TikTok Ads with other platforms such as Meta, Google, or local e-commerce platforms will increase omnichannel capabilities and strengthen the customer journey.
If you are interested in optimizing multi-platform advertising strategies or are unsure about the new TikTok Ads formats, the DPS.MEDIA team is ready for in-depth discussions and to accompany you on your brand's digital transformation journey. Don’t hesitate to share your perspectives, questions, or experiences by leaving a comment below – we look forward to hearing from and connecting with you!
