TikTok plans to make first pitch to advertisers at NewFronts

An AFP employee poses for a photo using the TikTok smartphone application on December 14, 2018 in Paris. – TikTok, is a video sharing application in Chinese, which has proven to be very popular this year. (Photo by – / AFP) (Photo credit should read – / AFP via Getty Images)

– / AFP | GettyImages

For the first time, TikTok will join companies like YouTube and Hulu to show advertisers the new fronts of the Interactive Advertising Bureau.

The Spring NewFronts are the digital media perspective on traditional television outlets, when advertisers spend a large chunk of their annual television spending on deals as networks launch lavish presentations and parties for show media buyers their programming, audience data and advertising tools.

The NewFront was originally scheduled to take place from April 27 to May 6 in New York. Now companies have switched to virtual events between June 22 and June 26. Although tech companies like Google’s YouTube, Roku, Hulu, Snap and Facebook, as well as publishers like The Wall Street Journal and Vice Media Group are still on the program. Others, such as Amazon and Twitter, said last month that they will not be attending events this year.

While TikTok is still relatively new to the advertising scene, it has become extremely attractive to advertisers trying to reach Generation Z, as brands like Chipotle and Mac cosmetics have been successful with campaigns on the platform. And TikTok continues to develop and test new products, such as a new format linking advertisers to leading influencers, Digiday reported earlier this month.

NewFronts organizers said in a statement that this year’s events would respond to the “major change in public behavior and the subsequent surge in streaming” that has occurred while consumers are at home in the midst of the pandemic.

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