As use-it-or-lose-it ad spending picks up, TikTok emerges as an unlikely beneficiary.

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TikTok Highlights


Beneficial extension to traditional advertising

  • Ability to reach younger audiences who don’t watch TV

  • Can repurpose creatives to mobile-friendly content

More creative content

  • Uniquely edited videos that engage audiences through visuals, sounds, movements, and emotions

Increased share of voice in the market

  • Two-thirds of senior marketers are going to increase spend on the app in 2021