Why TikTok may soon be ready to go after TV ad money


Sandie Hawkins GM of US Global Business Solutions at TikTok

Episode summary

According to Sandie Hawkins, GM of US Global Business Solutions at TikTok, as ratings for linear TV shows decline, the social video platform is delivering TV-sized audiences “every single day”.

We talked to Hawkins about why she thinks that TikTok’s reach, coupled with the emotional response so many creator videos generate, should position the company to compete for TV ad budgets soon. Hawkins says the key is getting measurement up to par on TikTok, which has only been actively selling ads for about two years, but is now enjoying huge demand increases due to the pandemic.

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Meet our host: Mike Shields

Mike Shields is the founder of Shields Strategic Consulting. Shields covered the ad business for over 15 years at top publications including The Wall Street Journal, Business Insider, Adweek and Digiday.

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