Award Banner
Award Banner

TikTok advertisers stick by the app amid threat of US ban

TikTok advertisers stick by the app amid threat of US ban
A smartphone with a displayed TikTok logo is placed on a computer motherboard in this illustration taken on Feb 23.
PHOTO: Reuters

Advertisers are committed to continue spending on TikTok due to its immense popularity with users despite threats of a potential ban in the US over national security concerns, ad experts said.

The steadfastness comes as TikTok, which is owned by Chinese tech firm ByteDance, is fighting to prevent a ban in the US after lawmakers introduced a bill that would grant President Joe Biden's administration authority to ban apps that pose security risks. The short-form video app has already been banned from government-issued phones in multiple countries.

TikTok is set to host a presentation for advertisers on Thursday (May 4) evening in New York as part of NewFronts, an annual week of events where social media and streaming video platforms reveal new content and features for marketers.

Despite the concerns about its Chinese ownership, TikTok's ad business is poised to grow 36 per cent to US$6.83 billion (S$9 billion) this year, according to research firm Insider Intelligence.

Ryan Detert, chief executive of Influential, an influencer marketing company, said that of the firm's clients "none are saying 'don't spend money on TikTok,'" he said.

"There's no contagion that we're seeing," he added. Influential has worked with brands including Pepsi and the NFL.

Two media buyers at two different major ad agencies told Reuters that Washington's scrutiny over the app had yet to impact their clients' plans on TikTok. The two buyers spoke on condition of anonymity to discuss relationships with TikTok.

At its presentation on Thursday, TikTok will announce a new ad format that will let brands place ads next to content from publishers like BuzzFeed, Dotdash Meredith and NBCUniversal, and will give a 50 per cent cut of the ad revenue to those publishers.

"TikTok is irreplaceable unless and until (advertisers) have to replace it," said Mark DiMassimo, founder of creative agency DiMassimo Goldstein, which has worked with brands such as Hello Fresh and Samsung.

Still, several media buyers acknowledged the threat of a US ban would be the "elephant in the room" during the advertiser presentation.

Read Also
US House panel to vote next month on possible TikTok ban
digicult
US House panel to vote next month on possible TikTok ban

On Tuesday, TikTok said its head of US trust and safety would depart the company next week, leaving the app without a key executive who oversaw content moderation and the development of safety tools for the division that housed US user data.

"There's a lot of uncertainty combined with uncertainty in general about the economic situation," said Stephani Estes, chief media officer at digital marketing agency Goodway Group. "You have to consider the what-ifs."

TikTok said it is addressing advertiser concerns "head on in an open, fact-based and ongoing dialogue."

ALSO READ: TikTok CEO Chew Shou Zi says company at 'pivotal moment' as some US lawmakers seek ban

Source: Reuters

homepage

trending

trending
    Online voting not feasible due to 'voter impersonation' risks: ELD
    'She should be with her family': Employer gives maid plane ticket, $800 to return to Myanmar and search for missing mum
    Nintendo Switch 2 to launch in June with US$449.99 price tag
    'Blessed beyond measure': Desmond Tan and wife expecting second child
    Gossip mill: Chantalle Ng dating longtime friend, ex-TVB actress now sells chicken feet, Leslie Cheung's partner pays tribute on his 22nd death anniversary
    Probe finds former Smap idol Masahiro Nakai committed sexual assault, victim says 'What I've lost will never be recovered'
    Woman rescued from top of overhead bridge near Nex mall, detained under Mental Health Act
    MaNaDr admits to lapses, introduces 1-minute minimum teleconsultation rule
    New bus interchanges in Woodleigh and Pasir Ris to open in late April
    Life-sized dinosaurs, pre-historic plants: Gardens by the Bay to transform into Jurassic World this May
    How this Singaporean went from volunteer to CEO of a non-profit
    19 years' jail for mum who abused 4-year-old girl, whose body was burned after she died

Singapore

Singapore
    • 'Don't cheat, don't be greedy': Elderly couple in their 90s share secret to longevity with DPM Heng in viral clip
    • Singaporean girl, 15, who wanted to fight for ISIS is first female teen to be given ISA restriction order
    • 'He needed something to help him fight,' says man who bought Hokkien mee for dying patient
    • MOH to allocate $800m for active ageing centres as part of new initiatives to improve seniors' access to activities
    • Shanmugam's views on Israel-Palestine conflict 'sharply different' from that of former NMP Calvin Cheng's
    • GE2025: WP's likely replacement for Raeesah Khan outlines plans for improvements in Sengkang
    • Vivian says he did not 'like' FB post offering to relocate Singaporeans to Gaza; Meta investigating
    • Sports car driver allegedly high on laughing gas arrested on Orchard Road
    • GrabCab becomes Singapore's 6th taxi operator, plans to launch '100% green fleet'
    • 'Irresponsible parents': Man flips middle finger at driver after near accident with child at City Hall

Entertainment

Entertainment
    • Gossip mill: Diana Ser's son to enlist, Takeshi Kaneshiro back after 3 years, agency says late Sulli wasn't forced to film nude scene
    • 'I was right there just 3cm behind her': Exo's Kai recalls joys of simple life during military service, meeting commuter checking him out online
    • E-Junkies: The Click Five will consider making new music if upcoming tour goes well
    • Former NCT idol Lucas to make acting debut in Taiwan
    • Jim Carrey pays tribute to Val Kilmer's 'grace and courage'
    • Val Kilmer reportedly discussed reprising his role as Batman before his death
    • Sum 41 releases final music video before splitting up
    • Brad Pitt to return for Once Upon a Time in Hollywood follow-up on Netflix

Lifestyle

Lifestyle
    • A first look: Blue Bottle Coffee's cafe at Raffles City, here's what to expect
    • 'The menu is a reflection of us': Singaporean woman and American husband open restaurant selling soul food
    • Life after death: Guide to be launched to help parent caregivers plan for autistic children's future
    • Tea, drums and rangoli: These stewards of culture and heritage are being honoured for preserving tradition in Singapore
    • What to do this weekend (April 4 to 6)
    • Long-range cruiser: GAC E9 luxury MPV with over 1,000km of range now in Singapore
    • Deepal officially arrives in Singapore with opening of new showroom
    • We ask parents how they keep their children's screen time low - here's the lowdown
    • The best new-launch condo layouts we've seen so far in 2025
    • Where to find 999-year landed homes by the sea in Singapore: Touring Ponggol 24th Avenue

Digicult

Digicult
    • A $500 wake-up call: How the Samsung Galaxy Ring made me realise my stress
    • Monster Hunter Wilds producer explains how game has remained unique and fresh over 20 years
    • Games in April: RPGs, racing and Ronaldo in a fighting game
    • Is it time to get a MacBook at a good price? The M4 MacBook Air says yes
    • China's Baidu launches 2 new AI models as industry competition heats up
    • China's top universities expand enrolment to beef up capabilities in AI, strategic areas
    • International Women's Day: Meet the Singapore women levelling up in gaming
    • US indicts slew of alleged Chinese hackers, sanctions company over spy campaign
    • Meet the women powering innovation in tech in Singapore and beyond
    • Games in March: JRPGs, co-op games and wrestling

Money

Money
    • Giant deal: Malaysian company to acquire Cold Storage and Giant supermarket chains in Singapore
    • Australia says US tariffs 'not act of a friend' but rules out reciprocal move
    • South Korea's acting president calls for talks with US over tariffs
    • Southeast Asian nations, hit particularly hard by US tariffs, prep for talks with Trump
    • China urges US to immediately lift tariffs, vows retaliation
    • Trump's tariffs stoke global trade war as China and EU vow response
    • HDB to launch 3,000 balance flats in July 2025: What homebuyers need to know
    • With 61 years left on its lease, this Bishan maisonette matches national record at $1.5m
    • Why are homebuyers choosing pricier new launch 2-bedders over resale options in 2025?
    • Looking to live near JB? Here are the cheapest condos by the Causeway in Woodlands

Latest

Latest
  • US South, Midwest face 'generational' flood threat after severe storms, two dead
  • Hungary says it is withdrawing from ICC as Israeli leader Netanyahu visits
  • Daily roundup: New bus interchanges in Woodleigh and Pasir Ris to open in late April — and other top stories today
  • Philippines assures China potential F-16 purchase not intended to harm any nation
  • Musk will stay until he completes Doge mission, White House says
  • Thousands of Haitians take to streets to protest surging gang violence
  • Tornadoes and heavy rains rip across central and southern US
  • Danish PM pledges to support Greenland against Trump pressure
  • Taiwan details surge in Chinese activity on last day of war games

In Case You Missed It

In Case You Missed It
  • Thai woman struggles to evacuate during earthquake while her dog sleeps unfazed
  • Workers painting exterior of Geylang block discover man's skeletal remains in flat
  • 'New, younger' PAP team vows to reclaim WP-controlled Sengkang GRC, says Lam Pin Min
  • New face Jackson Lam 'very good on the ground' and will be asset to Parliament, says Shanmugam
  • Woman who publicised tips on how she evaded GST for luxury purchases fined $18k
  • Powerful quake in Southeast Asia kills several, 81 trapped in Bangkok building rubble
  • Dog dies after being skinned alive in Malaysia, animal welfare group condemns 'barbaric' act
  • Blue for seafood, red for meat: Case partners Koufu to have colour-coded price labels at 'cai fan' stalls
  • WP will campaign for 'responsible and loyal opposition' in GE2025 to earn seats in Parliament, says Pritam
This website is best viewed using the latest versions of web browsers.