With young users spending hours a day on TikTok, WPP chief executive Mark Read says advertisers will continue to invest – until governments change the rules.
The global boss of advertising behemoth WPP, which commands $US60 billion in ad spend from the likes of Nestlé and Unilever, says regulating
“I think if governments decide to take a different approach with TikTok, then clients can follow along. I think there’ll be an uproar among the young.”against installing the app and a possible decision to force data to be kept on shore in Australia. Media agency We Are Social in February estimated the platform had 8.3 million users over the age of 18 in Australia. TikTok declined to comment.
“It’s turning a lot of the traditional marketing models on their head. The old days, where you could plan your media campaign in a day, largely on television – life has changed. You’ve got social media, you’ve got Twitter, TikTok, Facebook, Instagram, Snap, you’re trying to figure out what you’re doing on streaming platforms. There’s many, many more opportunities. I think that’s a good thing. But it’s also more complicated.
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