Jamie MacEwan was quoted in Digiday on "TikTok pushes to attract SMBs and its latest advertising tool might just do the trick"
15 November 2024Having tools like this is another way for TikTok to try to reassure smaller advertisers, who already manage Google and Meta spend and have limited marketing teams, that they can multi-home on TikTok without paying an enormous price in time or effort, explained Jamie MacEwan, senior research analyst at Enders Analysis.
“It’s really important given how much Reels and Shorts have grown, and the fact that Meta and Google are continually improving their tools that convert creative across a range of formats, including short-form video,” he added. “These advertisers tend to focus more on immediate ROI, so the hope will be that reducing upfront costs can give them more leeway on their bids for clicks and impressions.”