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 ByteDance-owned app is looking for a product manager of user growth who will be responsible for advancing the company’s CTV strategy and growth.
The competition: YouTube already has a powerful CTV presence and is looking to go further by tacking on YouTube Shorts.
- At a recent internal partner event, the Google-owned platform appeared to demonstrate a CTV-integrated interface for its YouTube Shorts content. A whole suite was teased at the event, including expanded multistream capabilities for YouTube TV and increased smart TV integration for YouTube's music streaming service.
- YouTube CTV viewing has been growing for some time now, and the company recently introduced a frequency-capping solution to attract more CTV dollars.
- Last week, Google announced it will give advertisers more ways to purchase CTV ads, including audience guarantees using Nielsen Digital Ad Ratings (DAR). One of those places buyers can place inventory is YouTube—which could help attract more ad dollars.
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.