Having experienced platforms bans for Facebook and YouTube, digital media planners are also hesitant for this reason to work with a platform that they themselves foresee a range of red flags against, which is rare in itself that a digital agency executive would understand where a PTA led ban is coming from. Then we’re golden. Multinational companies, particularly, are under global pressure to vote with their dollars and cannot be seen as rewarding a platform that encourages its users to post content that attracts bad actors. The winning agency will be expected to roll out TikTok ad products and capture advertiser interest in reaching the nearly 30 million app users in Pakistan. Reporters: Meiryum Ali I Ariba Shahid I Babar Khan Javed I Taimoor Hassan l Hassan Naqvi l Shahab Omer l Ghulam Abbass l Ahmad Ahmadani l Shehzad Paracha l Aziz Buneri I Why are Pakistani advertisers ignoring TikTok? Even influencer insights are very thin. With advertisers and advertising agencies in Pakistan unable to access the learning program, potential decision makers lament at being unable to understand how best to place ads on TikTok, how targeting works, how segmentation can be curated, case studies pertaining to campaign types, are just a few of the additional reasons behind advertiser hesitance with platform engagement. In June 2020, ByteDance hired Hassan Arshad as the head of public policy for Pakistan, Bangladesh, and Sri Lanka. With Facebook and YouTube for instance, when decision-makers are already users of the platforms themselves and are then asked if they want to place ads on them, they can immediately understand the value proposition. Pakistan bans TikTok for failing to filter 'immoral' content. According to him, Case is undergoing so far and may get huge importance in further hearings. Marketers from the participating companies told. The country’s Telecommunication Authority has cleared the social video app after TikTok … and Servis have notably trended on the platform, with the former creating challenges around dropping your phone while the latter began to trend due to a dance associated with an old advert jingle. Emerging as the widely downloaded application within just a few years, TikTok has now been taken down by PTA due to a number of reasons: Unfiltered Content ; Not everything on TikTok is favorable for young minds. “This is especially important because, for most SEC A/B brand marketers and advertising agency executives, the content on TikTok is so cringe-inducing that they themselves as people don’t download the app or want to do so,” said a source. “TikTok needs to open a self-serve platform like Facebook with no minimum spend cap,” said Moeed Sheikh, the co-founder of, . and capture advertiser interest in reaching the nearly 30 million app users in Pakistan. Ban TikTok In Pakistan. Save my name, email, and website in this browser for the next time I comment. “You get hundreds of millions of impressions for a campaign with just top five influencers where the product is incorporated within a creative routine like a dance or a skit. “Fix your content, integrate filters and tags so my client campaigns do not appear next to content deemed unsafe, and show me rebate slabs for revenue generation. The root cause of the above concern stems from the lack of brand safety on the platform and the prevalence of content that hints at pedophilia and prostitution throughout the app. What they allow is, setting up your own handle on TikTok and running influencer based campaigns over there instead of direct paid media campaigns.”. Memon said that advertisers must start to explore how brands can be present and how they can start taking advantage of the platform, adding that if you can select the right influencers with background checks and validation, then create platform suitable content plans – it should be a possibility to have a presence on TikTok for awareness and advocacy. Speaking to Profit, industry executives shared that when Google and Facebook products are being justified to new clients to this day, a $1 test budget is used to show the returns on investment, no matter how little. OGDCL discovers gas reserves in Balochistan, NAB launches probe into Rawalpindi Ring Road project over alleged corruption, Remittances in April break all previous records at $2.8bn, Auto industry seeks cut in duties on raw material, parts. spoke with media professionals at advertising agencies and leading brands to understand the seven factors holding back direct engagement. Even during the current #StopFundingHate boycott, a lot of advertisers and agencies came forward to say that we have to work with Facebook to improve on fake news and brand safety concerns. “However, the winning counter argument is that brand safety never seems to be an issue when advertising on TV channels that are basically airing snuff videos, often with branded tickers appearing in the same frame as a dead body.”. “But for most [fast-moving consumer goods] FMCG brands that are at lower price points and have a larger universe, it seems irresponsible to flat out ignore a vibrant, engaged community comprised of mostly of the core target group they’re consistently trying to reach.”, , an Indian global mobile advertising technology company, TikTok has worked directly with a handful of local businesses for the hashtag challenge offering – for which the company charges a flat $50,000 fee – such as, , Haier Pakistan, OPPO Pakistan, and Honor Mobile. PTA had banned the platform stating that the management of TikTok had not complied with the local government laws even after multiple warnings and … Is Pakistan ready to unlock its export potential with Amazon? Profit investigates why. As reported last week by Profit, ByteDance has shortlisted several digital agencies for its reseller program. TikTok has reportedly stopped working in the country after the Pakistan Telecommunication Authority (PTA) directed service providers to block it. These are Brainchild Communications Pakistan, East River, JVentures, JackOfDigital, The Brand Crew, and three more independently owned companies. . “We recommend TikTok influencers as a part of our overall marketing strategy when it makes sense for the target group,” said Nida Haider, managing partner at IAL Saatchi & Saatchi, a marketing and advertising agency. Can this Pakistani startup convince them to walk the talk? It seems TikTok has not fully complied with Pakistan’s request for content moderation. Fast and secure Turkish messaging app BiP introduces group, chat import, JazzCash Business app hits a snag as users fail to sign…, A professional’s guide to calculating Zakat, Stocks surge 506 points on back of energy sector. Without that, don’t expect media and digital agencies to engage you, regardless of how underpriced your value proposition is – if we are not making money, neither will you.”. from ByteDance indicate that the Pakistan marketing community has been offered just one advertising touchpoint, the branded hashtag challenge which is priced at a fixed $50,000 for a period of 12 days and an estimated reach of 30 million views. “The main thing that TikTok needs to do is, first of all, filter the content that is coming in, in the form of user-generated content,” said Ejaz. They are primarily being evaluated based on the in-market expertise of the owner. Some respondents were of the view that users should start categorising themselves as either casual users or branded creator users, with the latter following stricter rules. “Surely, one can argue that it’s not brand relevant, if one is considering the viability of TikTok for high value brands like Apple or Nike,” said Saif Ali, a digital account director at, . But the Pakistani establishment’s unhappiness with the short video platform is not linked to security or geopolitical issues that are at the heart of New Delhi’s move against 59 Chinese apps. Medialogic and PEMRA go head to head in LHC over forensic…, Pakistan wins over Amazon: De-coding another dream, eCommerce Awards 2021 – How, Why & What’s Next, Careem overcharges customers tens of thousands of rupees for short-distance rides, New WhatsApp privacy policy comes into force. It’s much more real and makes the brand look good; it’s also a lot more fun. They really need a local representative and have to work with the top TikTok stars to build their brand safe persona.”, Govt urged to grant traders concessions in upcoming budget, Builders decry rising steel prices, demand removal of duties, Govt mulls setting up national food authority to monitor inflation, Report warns Pakistan of $3.8bn yearly loss due to climate change, Renters should be given a tax-break on their income. That video is just about the latest new of tiktok banned in Pakistan for providing bad content and videos that would spoil our society. that TikTok is the perfect underpriced mass advertising tool for consumer electronics and it is great for building awareness and advocacy. They are, however, working their way around the restriction by dealing directly with the content creators on the platform.
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