The news: TikTok is looking to expand its connected TV (CTV) ad presence, according to a new job posting, ramping up its battle with YouTube to bring short-form video to TVs and capture more revenues in that lucrative channel.
The competition: YouTube already has a powerful CTV presence and is looking to go further by tacking on YouTube Shorts.
TikTok already has apps for Samsung, Fire TV, Vizio, and Google TV, so it’s already begun to make headway in the CTV market—but the recent job listing makes it clear it’s looking to accelerate that growth.
Why bring short-form to TVs? CTV has been a hotbed for ad spending, and YouTube’s strong viewership on connected devices suggests potential for nontraditional video formats on TV screens.
Do people want this? People certainly want more short-form video, but how well it works on TV is an unknown.
The big takeaway: TikTok and YouTube are playing a game of cat and mouse for digital video dominance, and TVs are the latest battleground.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.