Connect with us

Hi, what are you looking for?

Editor’s Pick

TikTok rides out wider advertising slowdown

TikTok is expected to ride out the advertising slowdown, as the Chinese-owned social media titan becomes an outlier to the wider industry slowdown.

According to a new report published by GroupM, the media buying agency owned by WPP, TikTok doubled its advertising revenue in 2022.

“This has likely been another driver of the advertising deceleration or “pullback” noted at Meta and Snap over and above macroeconomic factors given that we see less deceleration across other digital platforms where TikTok would be a less obvious alternative (such as Microsoft),” the report said.

However, the report reckons that although marketers may choose to view the platform as a good way to reach younger audiences who are becoming increasingly difficult to target via linear TV, there was a caveat that longer term strategies would “come with increased risk of the platform being banned in additional markets”.

Despite boasting over a billion users, TikTok remains banned in India, and continues to receive scrutiny from the UK, US and European Union, especially over data access from China.

GroupM revised its 2023 forecast for total ad spending growth down 0.5 per cent to 5.9 per cent.

Tech analyst at PP Foresight Paolo Pescatore echoed this sentiment, saying: “As its [TikTok’s] dominance grows this will only draw further attention among regulators and competition authorities.”

He said that this market prevalence was unlikely to vanish anytime soon, with marketeers following eyeballs, which continue to have an increasing focus on shorter form content via TikTok.

Nonetheless, the GroupM estimate come after reports that TikTok cut its global revenue targets for 2022 by at least 20 per cent in September after it struggled to keep up momentum in the face of tightening advertising spend and wider macroeconomic instability.

Head of investment at interactive investor Victoria Scholar has previously said that although Facebook has been at odds with TikTok to nab the attention of Gen Z, the latter’s “overconfidence has led to a spending problem that has got out of control”.

Your information is secure and your privacy is protected. By opting in you agree to receive emails from us. Remember that you can opt-out any time, we hate spam too!


Editor’s Pick

<?xml encoding=”utf-8″ ??> Ava Whetstone-Magee, the founder of Avalanche Equestrian talks about the lightbulb moment which led her to start her business at the age...

Editor’s Pick

<?xml encoding=”utf-8″ ??> The exodus of workers from the jobs market over the pandemic has weakened prospects for Britain’s economic growth, the governor of...

Editor’s Pick

<?xml encoding=”utf-8″ ??> Will Polston, talks to Business Matters about how helping ambitious owners to maximise their potential has resulted in him becoming a finalist...


Elon Musk talks about his company’s Starlink project at the Mobile World Congress, Barcelona, Spain, June 30, 2021. — BRISA PALOMAR / PACIFIC PRESS/SIPA...


PHILSTAR FILE PHOTO The National Economic and Development Authority (NEDA) has approved seven “high-impact” projects, ranging from agriculture to transportation, the agency’s top official...


Television (TV) advertising is shifting toward addressable TV, a service that allows advertisers to show different ads to different audiences watching the same program,...

You May Also Like


COVID-19 has had a significant impact on the mental health of Filipinos across different groups all over the archipelago. From frontline workers, parents balancing...


REUTERS By Luz Wendy T. Noble, Reporter The country’s foreign exchange buffers slightly increased as of end-October as the value of the central bank’s...


BW FILE PHOTO GROSS BORROWINGS by the National Government reached P2.6 trillion as of end-September as it continued to raise funds to respond to...


KARASOLAR.COM TENA, Ecuador — Ecuador’s rainforest Achuar people say their ancestors long dreamed of a “fire canoe” or “electric fish” that would let them...

Disclaimer: Respect, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2022 Respect Investment. All Rights Reserved.