‘Can’t really be ignored’: Marketers and media buyers are finally taking the on-going TikTok saga seriously

Digiday 21 Sep 2020 04:01
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September 21, 2020 by Kristina Monllos

TikTok’s future in the U.S. has been questionable since Trump issued his August executive order, but you wouldn’t think that if you’d been talking to marketers or media buyers.

For many, there’s been an assumption that TikTok would find a buyer, sell off its U.S. operations and business would continue as usual — and by the time you read this that could be the case — that’s had them waving off the ban as a real possibility. 

It makes sense that marketers wouldn’t take too much stock in the on-going drama as much of the focus has been on finding a suitable buyer for TikTok. And the guiding principle when it comes to whether or not to be spending ad dollars on TikTok hasn’t been who owns the platform but its popularity and growth, especially among Gen-Z. To put it more succinctly: Marketers and media buyers have said that as long as people are still on TikTok they’ll want to be there, especially as they’re looking to diversify away from the powerful Facebook and Google duopoly. 

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TikTokTrump administrationBrendan GahanUSMekanism
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