For TikTok, big expectations await in 2020

Digiday 02 Jan 2020 05:01

Global media sensation TikTok will take center stage in 2020 as marketers and publishers pursue its estimated billion-plus users, many of them hailing from Gen Z. But along with great interest comes great responsibility as ByteDance’s TikTok deals with the inevitable big demands that come with big budgets. If history is any guide, TikTok will be in for a rough 2020.

While TikTok’s rise has been rapid — it surpassed more than 1.5 billion app downloads, according to Sensor Tower  –growing pains are an inevitability for TikTok as it attempts to reach marketplace parity as an ad-supported platform. TikTok ran its first official ad campaign just a year ago and has since seen an influx of ads on its platform within the last six months, while testing a number of features designed to make things easier for advertisers.

By sometime next year, TikTok is expected to roll out a self-serve ad model that’s currently in beta testing that will make it that much easier for marketers to buy ads, without having to go through the TikTok sales team like they do currently.

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