{"id":9566,"date":"2023-03-21T15:46:20","date_gmt":"2023-03-21T15:46:20","guid":{"rendered":"http:\/\/localhost:10151\/?p=9566"},"modified":"2023-03-28T15:48:19","modified_gmt":"2023-03-28T15:48:19","slug":"some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\/","title":{"rendered":"Some Advertisers Slowly Test Other Platforms Ahead of TikTok\u2019s Congress Testimony"},"content":{"rendered":"<p>As TikTok faces a possible U.S. ban for national security reasons, with CEO Shou Zi Chew testifying before Congress this week, analysts suggest advertisers explore other platforms to reach their audiences.<\/p>\n<p>\u201cBut there is no need for immediate action just yet,\u201d said Insider Intelligence analyst, Jasmine Enberg.<\/p>\n<p>The U.S. accounts for roughly half of TikTok\u2019s worldwide ad revenues, per Insider Intelligence estimates, so the platform has a strong incentive to reach an agreement with the U.S. government to avoid a ban. According to data from Pathmatics, the top 1,000 U.S. advertisers boosted their spending on the video platform by 66% to $467 million from September to October 2022.<\/p>\n<p>&#8230;<\/p>\n<p>\u201cIt\u2019s always prudent to have a contingency plan and not to be over-invested or reliant on a single platform,\u201d said Joshua Lowcock, global chief media officer at UM Media, which is avoiding pre-emptive changes to in-market activity until an executive order or law is passed.<\/p>\n<p>Read more in <a href=\"https:\/\/origin-wpe.adweek.com\/programmatic\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\/\">Adweek<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As TikTok faces a possible U.S. ban for national security reasons, with CEO Shou Zi Chew testifying before Congress this week, analysts suggest advertisers explore other platforms to reach their audiences. \u201cBut there is no need for immediate action just yet,\u201d said Insider Intelligence analyst, Jasmine Enberg. The U.S. accounts for roughly half of TikTok\u2019s [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9566","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Some Advertisers Slowly Test Other Platforms Ahead of TikTok\u2019s Congress Testimony - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Some Advertisers Slowly Test Other Platforms Ahead of TikTok\u2019s Congress Testimony - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"As TikTok faces a possible U.S. ban for national security reasons, with CEO Shou Zi Chew testifying before Congress this week, analysts suggest advertisers explore other platforms to reach their audiences. \u201cBut there is no need for immediate action just yet,\u201d said Insider Intelligence analyst, Jasmine Enberg. The U.S. accounts for roughly half of TikTok\u2019s [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-21T15:46:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-28T15:48:19+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Some Advertisers Slowly Test Other Platforms Ahead of TikTok\u2019s Congress Testimony\",\"datePublished\":\"2023-03-21T15:46:20+00:00\",\"dateModified\":\"2023-03-28T15:48:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\\\/\"},\"wordCount\":171,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/some-advertisers-slowly-test-other-platforms-ahead-of-tiktoks-congress-testimony\\\/\",\"name\":\"Some Advertisers Slowly Test Other Platforms Ahead of TikTok\u2019s Congress Testimony - 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