Advertisers are increasing their spending on TikTok, despite the threat of an imminent US ban of the Chinese-owned viral video app over national security concerns.
Advertising on TikTok in the US grew by 11 per cent in March, with companies including Pepsi, DoorDash, Amazon and Apple among the top spenders, according to data from app analytics group Sensor Tower.
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“There’s unlikely to be an executive order resulting in an immediate ban that would impact advertisers,” said Joshua Lowcock, chief media officer of UM Worldwide, an ad agency. “Even with bipartisan support the legislative process will be protracted — giving marketers ample time to plan alternative strategies.”
Read more in The Financial Times.