Due to TikTok’s tremendous popularity, advertisers are determined to continue investing in the platform despite the threat of a national security lockdown in the US. Reuters with reference to statements by industry participants.
Advertisers’ commitment to the platform is further bolstered by TikTok’s owner ByteDance, which continues its fight against blocks. At the same time, a bill is already being prepared in the US Congress that will give the presidential administration the power to block applications that pose a threat to national security, and in many states the installation of the application on their own devices has already been banned by government bodies.
Despite worries about TikTok’s Chinese owners, the platform’s ad revenue could grow 36% to $6.83 billion this year, analysts at Insider Intelligence have calculated. Marketing firm Influential head Ryan Detert noted that none of his clients have banned investing in advertising on TikTok, and giants like Pepsi and the NFL are among them. Two other advertisers, who wished to remain anonymous, told Reuters that they intend to continue working with the short video service, and those plans will not be affected by Washington’s close attention to the platform.
TikTok, meanwhile, launched the Pulse Premiere program, which posts ads after major publications like Condé Nast, BuzzFeed, and NBC, with 50% of revenue going to those publications.