Ad dollars stay the course on TikTok, ban or no ban
It's nearly halfway through TikTok's second 75-day ban extension, and marketers are still spending on the platform, according to Digiday research.
TikTok’s fate may be uncertain in the U.S. but many advertisers are simply shrugging and spending anyway, according to a Digiday+ Research survey of brand, retailer and agency professionals.
Nearly halfway through its second 75-day countdown to being banned, the platform is still seen as a dependable partner — proof that, in advertising, consistency can sometimes outweigh certainty.
More than half (58%) of the 144 survey respondents agreed that they’ll continue spending while TikTok remains in limbo, while just over a quarter (26%) said they are undecided about spending on the platform during this period of uncertainty.
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