Here comes the advertising on TikTok: An audience network program in beta test phase in East Asia. A revolution for advertising on TikTok
a new phase for Tiktok advertising is coming. Viral videos of the taste tests and #GuacDance platform may soon be used to target advertisements in other apps.
A series of recently discovered developer documents reveals that the platform has implemented a native audience network for advertisers looking for a new way to reach around 260 million TikTok usersin China, Japan and beyond. The network, similar to the existing one for Facebook, LinkedIn and the video giant Snapchat, allows advertisers to reach these users through a series of third-party apps, rather than within the confines of TikTok.
Publicit on TikTok: a new frontier
Two media buyers with knowledge of TikTok's operations have confirmed that the test of the network performed in the East Asian market could be a sign of new arrivals also for other markets.
An audience network – for any platform – a very strong step forward, said Rohan Midha, CEO of the PMYB agency, at this time, TikTok could have an incredibly high rating, but every company needs to find new ways to grow for keep this momentum and make its investors happy.
Tik Tok: the complete guide to the new social beloved by young people (which adults do not understand)
TikTok is conquering the world of apps
The spread of TikTok in app stores goes hand in hand with some of the company's planned ad offers. In June, Digiday revealed that TikTok was experimenting with its own audience system, along with tracking pixels, to better reach users based on their behavior on the web. These are tools that collect a lot of user data for a company that has its origins in China. Add to this the possibility of performing the microtarget of users through their apps, not difficult to imagine a possible Chinese Cambridge Analytica, as Professor David Carroll Parsons called it.
too early to say how these tests will affect TikTok's bottom line, but it's easy to predict the appeal for advertisers. With 667 million global downloads in 2018 alone, the platform was the fourth most downloaded app of last year, even dethroning, albeit temporarily, Facebook, YouTube, Snapchat and Instagram to take first place in October. Advertisers are listening: TikTok users worldwide have spent $ 75 million on in-app tokens in March 2019, so it's natural that advertising on TikTok is particularly interesting.
According to the company's documentation, multimedia content buyers can choose between full-page video ads or rewarded video ads that pop up in most free-to-play games. Now, thanks to this network of recipients, TikTok can free up this microtargeting capability on apps on the iOS App Store, Google Play and a handful of China-specific app stores, such as TapTap, Xiaomi and Meizu. Media buyers can also blacklist particular apps they prefer to avoid, along with apps in risky categories like adult health care and plastic surgery.
It is no coincidence that TikTok is offering to its public just in-app targeting and avoiding traditional display advertising. Unlike the public, for example, of Facebook or LinkedIn, the main users of TikTok are much more likely to be glued to their iPhones than to a Macbook. A recent report by the digital influencer marketing agency Mediakix found that of the half a billion users worldwide, 66% are under 30; in the United States alone, more than half have an age between 16 and 24 years. Meanwhile, eMarketer found that these tweens and teenagers had about 10% more chances of having access to a smartphone than a laptop, on average.
TikTok has not provided official comments on this information.
Looking out of the app
If it is true that the platform collects most of its millions through in-app purchases rather than paid content offers, there is no lack of attempts in the field of advertising on TikTok.
Right now, we have in-feed ads and sponsored challenges, but they are both seen very rarely and have never been officially implemented – said Timothy Armoo, CEO of the Fanbytes agency focused on Gen Z – We are seeing a strong demand from of brands, but we're also noticing several people who say they have no idea how to promote an in-feed video ad.
As explained by Armoo, the platform's ad offers, from native video ads to ads based on interest and interest-based targeting, are only available to select agencies as part of a beta test. This is the biggest obstacle that the company has to overcome before entering a western market, he said. The second biggest obstacle? Actually understand what types of advertising this demographic slice really wants to see.
We must ask ourselves how to create content for adolescents when we are 35? "Said C this mental barrier in which marketing experts will try to reuse existing Instagram content, for example, for a platform like TikTok, and it just doesn't work .
There are some brands that have succeeded in trying to be effective. Kroger, for example, enlisted top-level influencers on TikTok for one of his latest campaigns on the platform, encouraging users to participate by making their own videos with a branded hashtag.
If the TikTok audience network succeeds, it will offer media buyers an effective window on the teen audience of the platform.