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

‘They’re like Switzerland’: Brands walk tightrope between authenticity and political backlash
These days, brand marketers are tasked with showing up authentically and culturally relevant with the specter of political backlash looming large in the background.

Some B2B marketers are banking on their own employees to create content for their brands
Some B2B marketers are banking on their own employees to create content for their brands.

Athlete creators have become must-have partners for brands at March Madness
March Madness marketers have leaned heavily on NIL creators for campaigns during this year’s tournament, including a water boy.