Pitch deck: Inside TikTok’s pursuit of Super Bowl ad dollars
By Krystal Scanlon • January 30, 2024 • 8 min read •
Ivy Liu
This article is section of an ongoing series for Digiday+ members to form entry to how platforms and kinds are pitching advertisers. More from the series →
If TikTok has its scheme, 2024 shall be the 365 days it in the slay has its Mighty Bowl moment.
With lower than two weeks to transfer till the immense sport, the app’s executives are working exhausting to persuade marketers that it’s the high dawdle back and forth place for their advert bucks — pre-sport, throughout and put up-sport. That is, if they’re engaging to foot the hefty bill.
Advertising on TikTok doesn’t arrive cheap, and the Mighty Bowl supreme intensifies that. For one video that features a ragged or fresh NFL star love Odell Beckham Jr. or Russell Wilson, whom TikTok can connect advertisers with, the ticket ticket ranges from $5,000 to $20,000 for a restricted length of 60 days.
And that’s proper the starting. TikTok is urging marketers to deem bigger, encouraging them to gape advertising and marketing throughout the sport no longer proper as a possibility for views however also with a view to power gross sales, which inevitably entails investing more in advert formats.
To manufacture this, the platform’s advert professionals are pitching marketers a couple of strategies, including top charge advert placement, TikTok Pulse’s skill to flee classified ads alongside trending sports state, and the incorporation of branded state from creators thru crowdsourcing. This broader advert blueprint blends promotional state with fan-generated state, creating a holistic scheme to advertising and marketing.
No longer surprisingly, TikTok is sticking to its blueprint from the outdated 365 days, aiming to maintain the void reputedly left by X. The Musk-owned social network, once the dawdle-to for the tournament’s buzz, is continuously bogged down in controversy, causing advert bucks to dry up. TikTok enjoyed a critical windfall from this anxiety final 365 days, taking advantage of colossal spending by Mighty Bowl advertisers love Frito-Lay, Pringles, and Assert Farm. TikTok’s advert professionals are all over all all over again engaging to narrate a half of these budgets in the times forward.
Their pitch deck makes their intentions crystal sure. In actuality, it’s nearly love reading a doc from Twitter’s heyday motivate in 2012, even as you squint exhausting ample. It’s loaded with headlining grabbing stats about sports, citing knowledge from research corporations equivalent to Nielsen and PricewaterhouseCoopers — love 75% of TikTok users in the U.S. determine as sports fans — however also emphasizes the future of online sports state: immediate, bite-sized clips. Oh, and it also pledges to motivate marketers slash “thru the noise.”
Absolute self assurance about it, TikTok is vying to dominate the 2d-conceal account that X once dominated. Nonetheless, it’s essential to existing that TikTok is adding its maintain odd twist to the playbook. Essentially, thru its employ of creators.
“While X is offering all the pieces from advert credits to supported incentives it’s proper no longer a spot many brands are seeking to be correct now,” said Elijah Schneider, CEO of creative media agency, Modifly. “TikTok is where the oldsters are and rule amount 1 of advertising and marketing is dawdle where your demographic spends their time.”
Here is where TikTok plans to teach apart itself from other platforms, previous and fresh. By harnessing the energy of creators to craft engaging state that captures the consideration of other folks, namely youthful sports fans, throughout moments they’re no longer gazing the sport or its famend industrial breaks.
To operate this happen, TikTok is acting as a matchmaker, connecting advertisers with the likes of Beckham Jr. and Wilson. These deals arrive in two different formats: first and foremost, linking the advertiser with one of its accomplice agencies to manufacture the campaign on their behalf—although there’s a fetch, as a minimal $20,000 expenditure is anticipated if marketers decide for TikTok’s Ingenious Alternate provider, which is the platform’s creator network. Alternatively, for marketers who settle on a more fingers-on scheme, TikTok facilitates remark negotiations with the athlete’s agent, with a recommended media employ of $10,000.
Nonetheless here is correct the tip of the iceberg. Delve deeper, and TikTok’s pursuit of Mighty Bowl advert bucks displays more about its blueprint for the sports world. A lot love Netflix, its ambitions flee parallel to dwell sports in preference to transfer-on. It goals to be the dawdle-to dawdle back and forth place for sports fans after they’re no longer gazing the sport — the final hub for fandom.
“Tickets, rush, and other prices operate attending video games love the Mighty Bowl ticket prohibitive and supreme for these that can provide you the money for it,” said Malcolm Buick, chief officer and accomplice at mark studio Athletics. “TikTok permits a more “sports for your pocket” expertise, making sports state accessible to all people. TikTok’s immediate, participating videos let users join sports conversations, challenges, and developments, creating a neighborhood feel. This inclusivity aligns with TikTok’s aim of fostering creativity and connections.”
Watch the corpulent pitch deck below:
https://digiday.com/?p=533138
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