TikTok launches its new ad portal TikTok For Business Business Insider

Digiday stated in May that CPMs on the platform were still fairly cheap — around $1 compared with Facebook’s $4 — but as a trade off, clickthrough rates were also comparatively low, making the platform less appealing for performance marketing. “All of the ad types listed on TikTok For Business are branding oriented. What’s missing for now — and doubtless still to come back — are ad products geared toward lower funnel targets corresponding to lead technology or conversion,” said Debra Aho Williamson, eMarketer central analyst at Insider Intelligence.

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