TikTok is launching an advertising program that will allow marketers to buy ad space on the first four percent of videos and select creators to take revenue cuts, the company said at a NewFronts presentation in New York on Wednesday.
Developers who have at least 100,000 followers on TikTok will be able to participate in an advertising program called TikTok Pulse, but the revenue split is not yet known. Meanwhile, marketers will be able to buy ads alongside top videos in 12 categories, including beauty and fashion, cooking and gaming.
The top four percent of videos are determined by brand suitability, v.More engagement, video views and “creator engagement signals,” executives said at TikTok’s NewFronts presentation. Ads can be purchased through TikTok’s ad management platform, and advertisers will receive a post-campaign audience report, though executives have not shared details of what analytics will be shared.
While details are scarce, the ad revenue sharing feature will be a first for TikTok, albeit one for many leading developers and trendsetters. Developers can currently receive some payments from TikTok through the platform’s $1 billion development fund, but they don’t have another chance to receive a reduction in ads served on users’ For You pages.
“tik tok Pulse unites your brand with the hottest trends and topics,” said Sandy Hawkins, who oversees TikTok’s commercial marketing and advertising in North America near the Hell Cuisine event space.
“The future of brands that connect with people really comes to them where they are hyper-engaged and with content that excites them,” added Jiayi Ray, Cao, CEO and global head of product strategy and operations at TikTok.
Source: Hollywood Reporter
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
