Digiday+ Research: TikTok is hot, but agencies are skeptical of whether it works
TikTok has captured the imagination of marketers and increasingly larger portions of their ad dollars as they hotly pursue the young cohort flocking daily to the platform by the millions. But these are early days of the platform’s appeal among the 86 agency execs surveyed in February that actually spend client budgets on TikTok — less than 20% say they are at least “confident” it works, far behind the social platforms that have dominated digital marketing for years now.
In general, agencies and their brand clients — 145 of who were polled in February — direct a fairly small amount of their media to non-Meta-owned social channels like TikTok along with Snapchat, Twitter, Pinterest and Reddit. The majority said they either spend a very small part of their budget on these channels — or none at all, which comes as somewhat of a surprise given the attention paid to them by the consuming public. Still, the fact that all these channels, save Reddit, register at all among advertisers spending a “large portion” or “very large portion” indicates their futures are bright as marketing options.
More in Media
Financial Times, MiQ and Uber Advertising are 2024 Digiday Awards Europe finalists
This year, the companies driving innovation in Europe focused on omnichannel strategies, including leaning on first-party data and AI-driven insights to improve targeting and audience engagement. The Digiday Awards Europe finalists also share a common theme of elevating user experiences to deliver more impactful technology and campaigns. For instance, the Financial Times is a nominee […]
Digiday+ Research: More than half of publishers reported revenue increases in 2024
Publishers said revenues were up last year and media companies had a successful 2024 — but that success didn’t extend to the media industry as a whole.
T-Mobile has held talks to buy Vistar Media
The OOH media specialist has held multiple discussions with buyers as the U.S. telco harbors advertising ambitions long since eschewed by rivals.