Media buyers want TikTok to upgrade its capabilities as an ad platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 23, 2019, 12:53 PM UTC

TikTok’s lack of advanced tools is holding back major players from advertising on the app.

According to media buyers, the TikTok app needs to expand its US team to meet growing demand. Advertisers are attracted to TikTok because users tend to watch videos with the sound turned on.

Media buyers state that TikTok is in a growth phase with its ad business reflecting low CPMs, few metrics and “unproven sustainability”. The other complaint is the wait time of up to 24 hours for campaigns to appear on the platform.

TikTok’s lack of advanced tools is a significant reason why big brands and agencies are not on the platform despite its wide reach. Matthew Rednor, founder and CEO of Decoded Advertising said, “They don’t have the ad tools built out or measurement tools to really help us figure this out…”

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