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.
In-game advertising experts question Microsoft and Sony’s gaming advertising plans
The importance of free-to-play titles is one reason why some in-game advertising experts are skeptical about the tech giants’ ability to succeed in their chosen business.
‘A lot of these brands need a reality check’: Confessions of a PR agency founder on agency ‘jumpers’ and tense client-agency relationships
Confessions of a PR agency founder on agency 'jumpers' and tense client-agency relationships.
Member ExclusiveMarketing Briefing: ‘This is a better way to travel’: Q&A with Airbnb’s global head of marketing on the company’s new capabilities, in-housing
Digiday caught up with Hiroki Asai to chat about the changes as well as Airbnb’s approach to marketing.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
The vast majority of marketers are unhappy with their Customer Data Platforms, but then again, not many are sure what they really are
Marketers are confused by tech vendors', well, marketing as the requirement for complexity grows
How the layoffs at Upcomer show the challenges of public ownership in esports media
Enthusiast’s lack of a seemingly cohesive strategy for Upcomer is a reflection of the broader challenges it faces as a gaming and esports holding company that is, at the moment, one of the few publicly traded firms in the industry.