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.
Ad position: web_incontent_pos1
Ad position: web_incontent_pos2
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu