Sid Lee Contacts
|Nirm S.||Chief Strategy Officer||WA|
Sample of Related Brands
|Britt S.||Vice President, Global Marketing||WA|
|Peter A.||Creative Director||WA|
|Jason G.||Executive Director, Strategy||WA|
Gen-Z, Millennial Media Opps: TikTok names social strategy of TikTok for Business (Score 65)
purchasing TikTok's US operations last month.
According to iSpot, TikTok spent around $32.6m on national TV ads YTD. The company began airing ads in this channel in 2019 spending around $46.2k. This year, it placed ads during programming such as "NBA Basketball," "NFL Football," "MLB Baseball," "Today" and "CBS This Morning."
Magellan reports TikTok placed around 25 podcast ads over the last year.
Per Pathmatics, TikTok earned 2.8b impressions through desktop video ads (29%), mobile display ads (25%), Instagram ads (25%), desktop display ads (16%), Facebook ads (4%) and Twitter ads (1%). It placed the majority of these ads site direct (85%) onto instagram.com, youtube.com, facebook.com, yahoo.com and hulu.com. It placed the remainder indirectly through Google AdZ + AdSense and The Trade Desk onto sites such as yahoo.com, sports.yahoo.com, buzzfeed.com, espn.com and zillow.com. It spent around $18.5m in this channel over the last 365 days, a 73% increase from $10.7m spent during the 365 days prior.
Sellers-- TikTok mainly targets Gen-Z and millennials through digital display and national TV ads, and it has been increasing spend considerably over the last year. Its national TV ads skew towards men as it places the majority of ads during sporting events. TV spending has now surpassed digital spending for the first time so keep that in mind. Sellers should reach out offering ad space in those channels.
Agency & martech readers-- TikTok has been busy making several agency changes recently, so it very well may continue, because as you know, agency reviews often follow one another. Media is likely taken care of considering TikTok tapped RPA provides creative. You can also try offering media planning assistance.