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If TikTok has its way, 2024 will finally be its Super Bowl moment.
With less than two weeks until the big game, app executives are working hard to convince marketers that pre-game, during-game and post-game advertising dollars are the best bet. That is if they are prepared to pay the hefty bill.
Advertising on TikTok isn’t cheap, and the Super Bowl only reinforces that. A single video featuring former or current NFL stars like Odell Beckham Jr. or Russell Wilson, which TikTok can connect with advertisers, can range in price from $5,000 to $20,000 for a limited period of 60 days. be.
And that’s just the beginning. TikTok is encouraging marketers to think bigger and see in-game ads not only as an opportunity to increase views but also as a means to drive sales, which will inevitably lead to increased investment in ad formats. I will do it.
To achieve this, the platform’s advertisers are leveraging multiple features, including premium ad placement, TikTok Pulse’s ability to run ads alongside trending sports content, and the incorporation of branded content from creators through crowdsourcing. strategy to marketers. This broad-based advertising strategy blends promotional content with fan-generated content to create a holistic approach to advertising.
Unsurprisingly, TikTok is sticking to its strategy from last year, aiming to fill the hole that X appears to have left. The social network owned by Mr. Musk, once the center of conversation at events, continues to be embroiled in controversy and generate advertising. The dollar will run out. TikTok benefited considerably from this situation last year, benefiting from heavy spending by Super Bowl advertisers like Frito-Lay, Pringles, and State Farm. TikTok’s advertising executives are once again eager to capture some of those budgets in the coming days.
Their pitch deck makes their intentions clear. In fact, if you squint, it feels like you’re reading a document from his 2012 Twitter heyday. Citing data from research firms like Nielsen and PricewaterhouseCoopers, it’s not only packed with headlines that catch statistics about sports (75% of TikTok users in the US identify as sports fans); , also highlights the future of online sports content: short, bite-sized clips. Oh, and it also promises to help marketers “cut through the noise.”
There’s no question that TikTok is fighting to dominate the second screen narrative that was once dominated by X. However, it’s important to note that TikTok is putting its own spin on the playbook. This is mainly due to the use of creators.
“X offers everything from ad credits to supported incentives, but it’s not where many brands want to be at the moment,” said Ilya Schneider, CEO of creative media agency Modifly. speaks. “TikTok is where the people are, and the first rule of advertising is to go where the user base spends their time.”
This is where TikTok has tried to differentiate itself from other platforms, past and present. By harnessing the power of creators to create entertaining content that captures the attention of people, especially young sports fans, in the moments when they’re not watching the game or its famous commercials.
To make this happen, TikTok is acting as a matchmaker, connecting advertisers with the likes of Beckham Jr. and Wilson. These transactions come in two different forms. One is to connect an advertiser with one of its partner agencies to run campaigns on the advertiser’s behalf. However, there is a catch, as marketers can expect to spend at least $20,000 if they choose TikTok’s Creative Exchange service. Platform creator network. Alternatively, for marketers who prefer a more hands-on approach, TikTok facilitates direct negotiations with an athlete’s agent, with a recommended media spend of $10,000 for her.
But this is just the tip of the iceberg. Digging deeper, TikTok’s pursuit of Super Bowl ad dollars further reveals its strategy for the sports world. Like Netflix, its ambitions run parallel to live sports rather than head-on. We aim to be the ultimate hub for fandom, a place sports fans can go to when they’re not watching a game.
“Attending a game like the Super Bowl is only for those who can afford it, as tickets, travel and other expenses can be prohibitively expensive,” said Malcolm Buick, chief executive and partner at Brand Studio Athletics. can participate.” “TikTok enables a more ‘sports in your pocket’ experience, making sports content accessible to everyone. TikTok’s short, engaging videos allow users to participate in sports conversations, challenges, and trends, creating a community feel. This inclusivity aligns with his TikTok goals of fostering creativity and connection. ”
See the full proposal materials below.
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