TikTok is testing in-app adverts

Anne Freier | January 30, 2019

Mobile Advertising

TikTok the Chinese media app which merged with Musical.ly in August 2018, appears to be testing ads according to Digiday.

The first advert spotted was an in-app ad from GrubHub, a food delivery service.

A TikTok user noticed that the ad unit went live upon launching the app and lasted around five seconds.

Although the company has not yet officially commented on whether it was rolling out ads, a spokesperson said:

“We’re always looking at new ways to engage with and attract new diners, and you likely saw an ad run as part of a test campaign we’ve recently executed.”

TikTok currently has over 130 million monthly active users worldwide. The app features popular videos created by users. Its age demographic includes teenagers and predominantly a younger audience.

Some agencies such as Wavemaker have shown interest in working with TikTok and more specifically influencers across the app. Similarly, Viral Nation stated interest in working with TikTok on monetising options.

However, it’ll take some time before the ad creative matches up to the high quality of the videos created by users of the platform. In addition, it is not entirely clear which measurement options TikTok currently provides.