From MikMak’s vantage point, click-through rates spiked when TikTok came back online, as users showed an eagerness to shop amid a lack of brands providing avenues to capture paid traffic. MikMak CEO Rachel Tipograph explained the sharp rise in purchase intent stemmed from “more demand than supply.”
Some advertisers will look for refunds following lagging performance
Exverus Media, anticipating service disruptions, paused all client campaigns on Saturday evening. Although campaigns will resume automatically, Ryan Schuster, director of search and social at Exverus, cautioned that audience sizes may be affected.
“It’s a tumultuous time to be on TikTok, and for those getting back on it,” Schuster said.
While TikTok has confirmed it will honor refunds for reserved inventory in the event of a shutdown, such commitments are not formalized in contracts. Schuster added, “That would be our course of action if we detect any issues with ad deliverability or viewability.”
Some industry executives, however, are skeptical about TikTok’s willingness to offer compensation for disruptions.
“It’s unlikely that TikTok would offer compensation for advertisers who stay on the platform despite the Supreme Court’s ruling. Their response might echo the sentiment: ‘If you’re willing to be there, then the experience and performance are what they are,’” said Tamara Alesi, ceo, Mediaplus North America.
TikTok did not respond to media request.