Tik Tok Ad Slots
After working with ad slots and bidding for the slot that has the highest click rate, I wondered how the calculations and bidding would differ for a platform like Tik Tok. There is only one slot available and each ad is highly personalized as the app has algorithms that mines everyone’s data. Everyone’s feed is personalized for them and inevitably so are the ads they come across. It was interesting to find out that Tik Tok does not give the slot to the highest bidder. Instead, they factor in the quality of the ad and how relevant it is to the content a user has been watching on the app. Overall, the algorithm is based on the quality, relevance, and bid price of the app.
When considering the click rate of these ads on Tik Tok, it was reasonable to learn that numbers are low. Since Tik Tok utilizes a swipe-up platform that is different from scrolling a website website, we can expect lower numbers. Besides when a user initially opens the app, it is easy for a user to completely ignore an ad that is presented after watching some videos by simply swiping up as soon as they see it is an ad. They are not required to watch all of the ad or even 5 seconds into it such as YouTube. However, for the first initial ad, Tik Tok disables the option to click on any buttons which is another reason for a low click rate. I found this interesting because most websites, apps, and video streaming services require users to watch the entire ad in order to gain more revenue.