Marketing Briefing: Twitter, TikTok vie for ad dollars, offer incentives as they seek to own second screen for Super Bowl
Ahead of the Super Bowl, Twitter and TikTok are offering marketers incentives to spend ad dollars on their platforms, as they each seek to draw viewers as second screens during the Big Game.
Twitter is offering marketers $250,000 in free ad space; TikTok is offering ad credit incentives between 3 to 5% for advertisers spending between $50,000 and $300,000 on Super Bowl campaigns, according to pitches shared with Digiday.
While Twitter has traditionally been the platform that marketers turn to for real-time marketing during the Super Bowl, the shift in leadership and advertiser exodus last year left its place in this year’s Big Game a question. With that uncertainty lingering, it’s no surprise that TikTok is pitching incentives as well as reminding marketers of its “real time” capabilities, according to an ad exec who received TikTok’s pitch and requested anonymity.