The news: TikTok recently held an eight-week session with sports advertisers to teach them how to create campaigns on the platform centered on major sporting events like the Super Bowl and March Madness, per The Information.
Not just TV versus streaming: TV and streaming services are considered the main battleground for sports viewership and advertising spending. But TikTok’s courting of advertisers shows that, as more spending shifts to digital channels, linear TV doesn’t just have to worry about streaming eating its market share.
TikTok’s strategy: Despite being a major destination for ad spending, TikTok has struggled to offer ways to run meaningful campaigns across the app rather than single ads due to the fast-scrolling format.
The big picture: The digital advertising market is flush with competitors, forcing platforms to take extra steps to onboard brand partners.