Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
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
Walmart, Target, Kroger swap name brands for private labels in Thanksgiving meal deals
Walmart’s website says its meal costs 25% less than the basket it offered last year, and that the turkey was at the lowest price since 2019.
Amid search wars, Google touts YouTube, display inventory to advertisers
Google is pushing Demand Gen and YouTube to ad partners, hedging against the inevitable erosion of its search business by AI chatbots.
Future of Marketing Briefing: The agentic turn inside programmatic advertising
The arrival of the Agentic RTB Framework this week lands as this week lands as the third agentic standard in under a month.