抖音TopView超级首位广告上线，全新移动营销感官体验来袭 – Douyin
What happened: Short video app Douyin officially began to promote a new ad feature named TopView on its official WeChat account on Tuesday. First launched on Mar. 18, TopView enables advertisers to deploy splash screen ads that continue after the default three seconds, lasting up to a minute. After the first three seconds, TopView ads will keep playing until users tap away. First to use the new ad feature were automakers Lincoln and BMW, cosmetics brand MAC and consumer electronics manufacturer Vivo.
Why it’s important: Bytedance has been actively working to diversify its revenue streams with acquisitions in gaming, education, and productivity segments, but the launch of TopView suggests that the company is also stepping up its advertising efforts. While the new ad format weighs on user experience, its more premium pricing and the seemingly positive advertiser uptake could translate into revenue upside for Bytedance.