TikTok and Connected TV spend to gain ground in 2022, predicts Merkle

The agency Merkle this week stated it predits advertising spend will grow in TikTok and Connected TV this year.

Merkle says TikTok captured 4% of advertisers’ spend in Q4 2021, compared to 2% in Q3, and will likely continue to grow as it evolves its capabilities for brands to reach its estimated 79.6 million US users in 2022.

Connected TV (CTV) saw a two-point increase over Q3, capturing 22% of display and paid social spend share for advertisers investing at least $1K on the device.

Those are the predictions of the Q4 Digital Marketing Report (DMR), a quarterly research report that analyzes and highlights trends within paid and organic search, Amazon ads, paid social, and display ad spend.