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Gen-Z Digital Opps Update: TikTok inks deal with Oracle Corp. for its US operations (Score 65)
TikTok has been increasing national TV ad spend dramatically since we last wrote about the company. According to iSpot, since about mid-August, TikTok spent around $16.7m in this channel, after only spending $52.8k in H1 of 2020. It placed ads during programming popular among Gen-Z and millennial men such as "NBA Basketball," "NFL Football" and "Jimmy Kimmel Live."
Please read more about TikTok's advertising spend in the article below.
Agency & martech readers-- TikTok named RPA takes care of creative work. TikTok seems taken care of for know, but keep a close watch on this company in case any changes follow the partnership with Oracle.
The article below was originally published on August 19:
told you about the slew of marketing hires the company made (Editor's Note: TikTok and ya don't stop, I guess.) In other news, Business Insider reports TikTok is hiring employees at a high rate despite the US government threatening to ban the app. It is apparently adding people to its trust-and-safety department in order to bolster its defense.
Per Adbeat, out of the $4.6m TikTok spent on digital display ads since August 2018, it spent $3.6m (78%) in this channel after August 2019. It placed 96% of these as video ads through YouTube onto youtube.com. It placed 3% of these ads programmatically through Google DV360 onto sites such as yahoo.com, knowyourmeme.com, eltiempo.com, comicskingdom.com and listindiario.com. Finally, it placed 1% of these ads site direct onto sites such as yahoo.com, worldstarhiphop.com, theverge.com, curbed.com and nymag.com.
According to iSpot, Tik Tok spent around $52.8k on national TV ads YTD, all during the "2020 NBA Rising Stars Challenge." It did not air an ad in this channel during the same time period of 2019; full-year spend equaled $46.2k in 2019.
Sellers-- TikTok has increased digital display spending considerably over the last year. This is not surprising considering digital channels are effective at reaching its Gen-Z target audience. It most likely will not return funds to TV until sports return on a full-scale. For the time being focus on providing digital ad space.
Agency & martech readers-- Agency hires commonly follow one another; reach out soon to secure top priority. You will face competition from RPA (creative). There may also be opportunities for work on a project-by-project basis considering TikTok has had similar agreements in the past.