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01. Get to know TikTok

What is TikTok?
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We are a Global Video

Platform with a Local Impact.
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Rapid Global
Expanding Growth.
Globally and Locally

150 1 Trillion 560 Mn 13.8 Mn

Global Markets Monthly Video Views Monthly Active Users Monthly Active Users
Globally Globally in GCC

Source: TikTok internal data, Oct 2019

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Topping the App Download Charts Globally and Locally

2
TikTok

Imo
No.1
1 WhatsApp
Downloaded App
3 WhatsApp in KSA

No.2
2 TikTok App Store & Google Play
4 Facebook Messenger

3 Facebook
5 Snapchat

4 Facebook Messenger
Downloaded App Globally
App Store & Google Play 5 Instagram 1 Imo

3
WhatsApp

TikTok
No.3
Downloaded App
4 Facebook Messenger in UAE
App Store & Google Play
5 Facebook

Source: App Annie, Jan 2019 – Dec 2019

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Gaining Our Users’ Time

Average Time Spent Per User Every Time Opening TikTok

YouTube
6.33 mins %Change (Jan 2018 VS. Dec 2019)
TikTok
5.9 mins
+168% +14% +2%
TikTok Twitter Facebook

Facebook
3.35 mins
Instagram
-4% -5% -14%
2.38 mins Twitter
Snapchat Instagram YouTube
2.32 mins
Snapchat
2.28 mins

Source: App Annie, Jan 2018 to Dec 2019 in 6 countries in GCC Region (AE, BH, KW, OM, QA, SA)
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Growing users in GCC

United
Saudi
Arab Kuwait Qatar Oman Bahrain
Arabia
Emirates

10.2M 3.7M 1.1M 0.63M 0.57M 0.26M

MAU MAU MAU MAU MAU MAU

18B 7B 2.6B 1.3B 1.3B 512M

Monthly Monthly Monthly Monthly Monthly Monthly
Video Video Video Video Video Video
Views Views Views Views Views Views

Source: TikTok internal data, Oct 2019

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Deep Dive into Platform 10.2M 18B 43mins 5times

Our Audience MAU Monthly
video views
Average time
spent per user
per day
Average app
opens per user
per day

Profile
Gender 63% 37%
Saudi Arabia Male Female

42% 40%

Age 9% 9%

13-17 18-24 25-34 35+

Language 33% 66%

English Arabic

Source: TikTok internal data, Oct 2019

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Deep Dive into Platform 3.7M 7B 41mins 4times

Our Audience MAU Monthly
video views
Average time
spent per user
per day
Average app
opens per user
per day

Profile
Gender 79% 21%
United Arab Emirates Male Female

43%
39%

Age 11%
7%

13-17 18-24 25-34 35+

Language 89% 10%

English Arabic

Source: TikTok internal data, Oct 2019

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02. What makes TikTok different

Why TikTok?
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We are the leading destination for

Short-form Mobile Video
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Top memes in 2019,

to name a few
# woah
2.6B
It's Where Viral
# iusedtobesobeautiful
Happens and 1.5B

Trends are Set # bottlecapchallenge

1.7B

# howidothings
1.9B

# imbaby
2.3B

Source: TikTok data, 20 Jan 2019

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The moment you open TikTok

Watch Discover Create Post

(For You & Following Page) (Trending Hashtags) (Shooting Page) (Profile page)
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Our mission
Inspire Creativity and Bring Joy
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TikTok empowers everyone

to be a creator.
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It’s a place for

authenticity,
creativity and
self-expression.
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Our Users are Passionate

Creators
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53%
Create videos
weekly

23%
Create videos
everyday

Source: TikTok user survey, UAE, Oct 2019

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As Well as
Content Consumers
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1 Billion Video Views Consumed Daily in the GCC Region

Top viewed content categories in GCC
Daily Life

Comedy

Drama

Food & Drink

Talent

Sports

MEMEs

Beauty

Social Responsibility

Music

Source: TikTok internal data, Oct 2019

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They are spending their “Me Time” on TikTok

18%
Watching TV

46%
In between activities

57%
Before sleep
33%
Socializing
21% with friends
28% During meals

Commuting

Wake-up Commute Lunch Tea Time Leisure Before Sleep

Break Activities
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Cover Daily Scenarios

Source: TikTok user survey, “When do you use TikTok”, Oct 2019
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They are spending their “Me Time” on TikTok

4 times/day 41 mins/day
Average Opens of TikTok Per Average Time Spent
User Per Day Per User Per Day

Source: TikTok internal data, Oct 2019

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In a Fully Immersive Experience

20%
Nearly 80% users
watched Facebook video
ads with sound-on

4.05x
4X 81% 60%
More
Immersive
1.35x 60% of Instagram
Stories are watched
users watched TikTok with the sound on

videos with sound-on*

1.25x
65%
over 35% of users
mute ads on YouTube

Source: TikTok user survey, Japan, Aug 2019; Teads, “What’s the
impact of sound on mobile”, 2019; Instagram, 2019
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Our mission
Inspire Creativity and Bring Joy
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“ TikTok brings fun

back to social media.
- The New York Times
’’
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TikTok is a 65%
Have some fun
46%
Enjoy the
positive community

source of
daily 43% 40%
entertainment Express myself
Discover new things

23%
Interact with 21%
influencers/
celebrities Authentic content

Source: TikTok user survey, “Why do you like to use TikTok”, Oct 2019
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They are Highly Engaged Users

41 times/day
Avg interactions
per user per day
72% Users liked videos

59% Users commented on videos

51% Users shared videos

Source: TikTok user survey, SA & UAE, Oct 2019;
TikTok internal data, Dec 2019
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Exceptional Engagement Rate

Compared to Key Players

Average Engagement Rate by platform in 2019

0.048% 0.09% 1.6% 8%

*

Remark: The benchmark of engagement performance (Scrunch, 2019):

• Less than 1% = Low engagement rate
• Between 1% and 3.5% = Average/Good engagement rate
• Between 3.5% and 6% = High engagement rate
Source: Rival IQ, 2019 Social Media Industry Benchmark Report; *TikTok internal data, global, Dec 2019
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03. Leverage your brand on TikTok

What does this

mean for your
brand?
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Our Product Portfolio

- Reservation Ads -

Branded Effect
TopView

Brand Takeover Branded Hashtag

Challenge

In-Feed Ads
 Reservation Ads
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TopView
A video ad that showcases your brand immediately when users open TikTok to
reach and engage audiences with impactful sight and sound.

Splash Screen Format

First to see Awareness

100% SOV
on splash screen, only for CPT buying

Consideration
5s - 60s
auto-play, sound-on video format (optimized for 15 seconds)

Sound-on Conversion
video viewing experience

Engagement & Landing page

Support user engagement from likes, comments, shares, follows, etc.;
Support internal and external landing page conversion McDonald’s
TopView
 Reservation Ads
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Brand Takeover
A full-screen takeover that users see first each day, increases brand awareness
and maximizes your ad's impact.

Splash Screen Format Awareness

First to see

100% SOV
on splash screen, only for CPT buying
Consideration

3s - 5s
video or 3 seconds static picture with auto-play, sound-off

Conversion
Landing page
Support internal and external landing page conversion

Coca-Cola
Brand Takeover
 Reservation Ads
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Branded Hashtag Challenge

A unique engaging format to generate mass exposure and attraction around your
brand, by inviting users to generate content with a branded theme.

6-day Campaign, 60-day Hashtag Challenge Page

Create a Hashtag Challenge tailor-made for your brand and become a part of the Awareness
immersive TikTok experience

Mass Awareness
Multiple in-app placements to promote brand and campaign awareness: Brand
Takeover/TopView, In-Feed Ads, Discover Page Banner and Hashtag, Music Page
Consideration
Recommendation, etc.

High Engagement
• 38% GCC creators post videos to participate in Hashtag Challenges* Conversion
• 5% average engagement rate of Branded Hashtag Challenge in SA and UAE*

Retargeting
Retargeting capabilities to re-engage audience participants in Auction Ads Campaigns. Samsung
Branded Hashtag
Challenge

Source: TikTok internal data, GCC, Dec 2019; TikTok internal data, SA & UAE, Oct 2019 to Dec 2019.
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Showcase | Branded Hashtag Challenge

MDL
Global Hashtag Challenge | #MDLBeastChallenge

MDL Beast, the region’s biggest music event that lasts for three days, brings
together the best in electronic music, performing arts and culinary craft. The music
festival launched in Riyadh, Saudi Arabia, on 19th December 2019.

To celebrate the incoming soundstorm, MDL chose to cooperate with TikTok – the
new gathering place for younger generations where music plays a central role. It
hosted a Global Hashtag Challenge in several countries, raising awareness for the
festival and engaging young audiences with music, eventually aiming to attract
more people to buy tickets and attend the offline event.

Performance

149 M 84 K 6%
Video Views User-Generated Engagement
Videos Rate

Source: TikTok internal data, Dec 2019

 Reservation Ads
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Branded Effect
Encourage a deeper level of user engagement and higher
quality UGC with fun and interactive Branded Effects,
boosting your brand among a mobile-first audience.

Awareness

30%
GCC creators create videos with Consideration
Effects*

20+ Conversion

gestures and facial expressions

applicable to trigger an effect.

Warner Bros. Hongguan Fanta

Pictures Gaming

*Source: TikTok internal data, GCC, Dec 2019

 Reservation Ads
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In-Feed Ads
A storytelling video ad embedded within the 'For You' feed, designed to drive users
to engage with your Ad Content or Business Account and convert interested users.

60s
maximum play duration with auto-play, sound-on
Awareness

Clear Call-to-Action
Clear CTA button with 26 copy selections, e.g. ‘Order Now /‫’ اطلب اآلن‬,
‘Subscribe / ‫’اشترك‬, ‘Contact us / ‫ ’ اتصل بنا‬etc.
Consideration
Engagement & Landing Page
Support user engagement from likes, comments, shares, follows* etc.;
Support internal and external landing page, as well as app downloads
Conversion
Flexible Buying
Available for CPT buying to reach mass audience and CPM buying that
guarantees delivery

Targeting OUNASS
In-Feed Ads
Up to 9 targeting methods based on demographics, device, interest etc.
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Our Product Portfolio

- Auction Ads -
Place your In-Feed Ads within the ‘For You’ feed with more flexible bidding types and precise targeting options, providing
opportunity to self-operate and optimize, increase traffic & conversion and take advantage of the full marketing funnel

Targeting Bidding Data Tools

• 11 targeting • CPC • Support multi- • Automated Creative
methods based on • oCPC dimensional Optimization
demographics, • CPM* approaches to better • Video Creation Kit
device, interest and • CPV* data analytics • Landing page tool
custom audience • Guarantee the ads • Customizable reports • Smart Video
will be first displayed • Automated reporting Soundtrack Lexux
to users who may system In-Feed Ads
perform your (Self-serve)
expected actions

Remark: CPM and CPV buying are currently available for beta testing only. Please contact TikTok sales/client solution representatives for more info.
 Targeting Capabilities (In-Feed Ads Only)

Geography Device Device Mobile Trending Custom

Gender Age Language Interest OS1 Network1
(State) Price Brand Carrier Content2 Audience

SA ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Reservation
Ads
(CPM) UAE ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Auction Ads ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Remark:
1 OS/Network targeting traits can be displayed to clients in closed-door meetings only.
2 “Trending Content” ensures videos before and after the ad will be high quality*, as well as reviewed and approved by machine and content control team. (*High quality: the video is ranked 5% in terms of Video View among all videos displayed in ‘For You’ feed of the day.)
 Third-Party Measurement
Connect with 13 mobile measurement partners that help brands and agencies measure and
optimize advertising results, empower advertisers with unbiased and transparent data analytics

2 3 4
1

Remark:
1 2 3 4 DoubleClick, Sizmek, Flashtalking, Adform are available for reservation ads only.
5 Adbrix is available for direct response ads only.
Savvy Advertisers Capitalize on Trends
 Think about the magic.

Don’t be afraid of trial and error.

Concluding
thoughts… Inspire, create, experiment, delight.

Be human (again).
Appendix
 Ad Metrics
Standard Ads (Reservation & Auction)

Brand Takeover TopView In-Feed Ads (Reservation) In-Feed Ads (Direct Response)
• Impression • Impression • Impression Basic Data:
• Click • Viewable Impression (>2s) • Viewable Impression (>2s) - CPC, CPM
• Unique Reach • ClickRate • Click - Impressions
• Skip Ads & Skip Rate • Likes • CTR - Clicks
• CTR • Reach - CTR
• Reach • Video View / Unique Video View - Conversion, Real-time conversion /
• Skip Ad • 3-sec / 10-sec Video View / CPA / CVR
• Total Video View Unique Video View - …
• 3-sec / 10-sec Video View • Video Played to 25% / 50% / 75%
• Video Played to 25% / 50% / 75% • Video / Unique Video Watched In-App Event:
/ 100% at 100% - Registration, CPR, Registration Rate
• Average Watch Time Per Video • Total Watch Time - Purchase, Cost per Purchase,
View / Impression / Person • Average Watch Time Per Video Purchase Rate
• Total Engagement View / Per Person / Per - Install, Install Cost, Real-time Install /
• Engagement Impression Install Cost / Install Rate
• Comments • Played Impression - …
• Shares • Engagement (Like / Comment /
• Follows Share) Attribution:
• Music Clicks • Engagement Rate • VTA Conversion, VTS Registration
• Hashtag Challenge Clicks • Homepage visits • CTA Conversion, CTA Registration
• Homepage Visits • Follows • …
• Music Clicks
• Hashtag Challenge Clicks
Ad Metrics
Content Ads (Reservation Only)

Branded Hashtag Challenge Branded Effect

• Total video view • Impression of Branded Effect on effect panel

• Total reach • Unique users that view the Branded Effect on effect
• User-generated videos panel
• Banner clicks • Clicks of Branded Effect on effect panel
• Banner impressions • Number of unique users that click on the Branded
• Hashtag page views Effect on effect panel
• Hashtag page clicks • Number of videos using Branded Effect
• Challenge page view • Views of videos using Branded Effect
• Challenge video view • Likes/comments/shares of videos using Branded
• User video posts Effect
• Pinned official video view • Page view of Branded Effect page
• Likes
• Comments
• Shares
• Number of videos post with brand music
• Hashtag Challenge Plus
• “Discover” tab clicks
• “Discover" tab views
 Platform 1.1M 2.6B 43mins 5times
MAU Monthly Average time Average app
video views spent per user opens per user
per day per day

Kuwait Gender 71%

Male
29%
Female

44%
34%

Age 8%
14%

13-17 18-24 25-34 35+

Language 68% 31%

English Arabic
 Platform 0.63M 1.3B 38mins 4times
MAU Monthly Average time Average app
video views spent per user opens per user
per day per day

Qatar Gender 77%

Male
23%
Female

40% 41%

Age 12%
7%

13-17 18-24 25-34 35+

Language 87% 12%

English Arabic
 Platform 0.57M 1.3B 41mins 4times
MAU Monthly Average time Average app
video views spent per user opens per user
per day per day

Oman Gender 73%

Male
27%
Female

40% 42%

Age 10%
8%

13-17 18-24 25-34 35+

Language 67% 32%

English Arabic
 Platform 0.26M 512M 40mins 5times
MAU Monthly Average time Average app
video views spent per user opens per user
per day per day

Bahrain Gender 71%

Male
29%
Female

39% 39%

Age 10% 12%

13-17 18-24 25-34 35+

Language 79% 20%

English Arabic
Brand Safety
Promoting a safe and
positive app environment is
our top priority at TikTok.
And we believe that when
we keep our users safe, we
keep brands safe.
Actively educate Provide resources Measures in place
users on how to such as our Safety to protect users
create an even
safer environment
Center
• Restricted viewing
mode
• Filters
• In-app reporting
• Privacy settings
• And more…
Don’t forget to have fun!

Thank you.