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June 9, 2020

Williams Randall Granted Early Access to TikTok Ad Platform

INDIANAPOLIS—Williams Randall was recently approved as an early adopter of TikTok’s ad-serving platform. Typically, only about 20% of agencies are granted access this early, putting us among a select group of ad agencies to be able to run ad campaigns on TikTok. This means we can place ads directly on behalf of our clients.

TikTok first became a favorite social media platform with teens since it’s a place to share short-form videos. During the pandemic, however, there was a 24.3% rise in adult users from February to March. Our media team expects that trend to continue.

“We are seeing great cost-efficiencies and even a few conversions in the platform already,” said Senior Digital Media Manager Kiley Edwards. In fact, TikTok was so interested in Williams Randall’s expertise that they interviewed Edwards and Digital Media Specialist Carly Armaly to get their initial feedback on the ad-serving platform. “It’s been exciting to help them create the best ad-user interface and give them feedback to make advertising on TikTok more effective,” Edwards commented.

Early Success

We were pleased to help University of Indianapolis be an early advertiser on TikTok, as video is so important to their target audience of teens. After just 10 days, UIndy enjoyed a high volume of impressions with a very cost-efficient engagement rate. We had already seen a lot of success for UIndy with Snapchat, another popular video platform, so we look forward to using these platforms as companion outlets to find even more good results for our clients.

We are now placing TikTok for other clients and will continue to monitor the role it plays in the media mix of our campaigns.

Quarantine got more adults trying TikTok, with their usage rising 24.3% from February to March.

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