Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
TikTok, the short-form video app from Chinese tech company Bytedance, began testing ads in the U.S. and the U.K. this month. This move comes less than six months after the app combined with Musical.ly. TikTok claims to have 800 million daily active users on its “fast-growing global creation and interaction video platform” overall, according to a source.
Digiday received a pitch deck that TikTok sent to a large advertising agency in Europe. The deck includes the app’s monthly active users and other audience insights broken out by country. The numbers are dated as of November 2018. The deck also describes the four ad products TikTok is offering and how they are measured.
A media buyer told Digiday TikTok is charging $10 CPMs for fixed buys. A media executive who learned of TikTok’s ad strategy at the Consumer Electronics Show this year said he heard higher prices for the brand takeover ad unit and said that there are three tiers of pricing at a fixed rate. The buyer said agencies are getting different rates.
TikTok did not respond to a request for comment by press time.
More in Marketing
Generative AI sparks brand safety concerns marketers know all too well
Despite concerns around brand misuse and IP, most marketers are sticking to traditional strategies.
‘Production is a big topic right now’: With AI moving beyond media, Publicis turns toward creative
The holdco is positioning AI as core infrastructure for ad production not just media buys.
Instagram offers a new guide to advertisers to convince them to try out its creator marketplace
The 26-page document aims to make the whole process quick and painless.