From Takeovers to Topview ads, what it costs to advertise on TikTok

Digiday 29 May 2020 04:04
May 29, 2020 by Seb Joseph

A lot of marketers talk about advertising on TikTok, but few can afford to do it let alone during a recession.

Ads start at $8 per cost-per-thousand-impressions in the U.K. Also, they require advertisers to spend a minimum of $25,000. The platform isn’t for those advertisers looking for cheap viral marketing campaigns. Rather, it’s a premium media buy for those with deep pockets.

TikTok’s premium is in part because the bulk of its ads are managed on behalf of media buyers by its own sales team. Ads on the social network are also new, which means it can get away with hefty ad prices safe in the knowledge that advertisers won’t ditch it for cheaper inventory on the likes of Snapchat and Instagram. 

Here’s a breakdown of what it costs to advertise on TikTok in the U.K., per the latest rate card it has shared with media buyers. 

Takeover ads

This format replaces the user post someone would normally see when they open the app with either a three-second image or a three to five-second video from an advertiser. Only one specific advertiser can take over a category each day. Cost: The minimum spend for this format is $53,000 per day, which buys 8.9 impressions.

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