Different Ad Formats (July 2025): LinkedIn, Lyft, Disney+, and Others...
In a significant move, TikTok is set to launch a U.S.-only version of its app, codenamed "M2," on September 5, 2025. This decision comes in response to U.S. federal legislation requiring ByteDance to either sell its U.S. TikTok business or face a nationwide ban, due to national security and data privacy concerns.
The M2 app will operate independently under U.S.-based ownership, with ByteDance retaining a minority stake while a US-led group, including Oracle, takes over the majority. All user data will be transferred to U.S.-based infrastructure to comply with these regulations.
The new app's pricing strategy aims to preemptively price intrusiveness and offer control over attention-to-cost ratios for planners. It will charge advertisers based on the vertical screen real estate their creatives occupy, with full-height ads costing more than quarter-height units. All formats are verifiable through IAS and DoubleVerify.
However, the core algorithm of TikTok will not be included in the handoff of M2, which could potentially alter content distribution dynamics and engagement patterns for advertisers. There is some uncertainty around whether M2 can maintain the same user engagement level without full access to the core TikTok algorithm.
Marketers must account for TikTok’s U.S. users moving to a separate app, M2, which will be isolated from the global TikTok ecosystem. This could limit cross-border campaign reach and complicate unified global strategies. Media planners will need to adapt their strategies and possibly workflows to accommodate disruptions or changes in data sharing, targeting capabilities, and reporting metrics stemming from the spin-off.
Meanwhile, in the world of advertising, Lyft has introduced three experience-native formats: Sponsored Map Vehicles, Sponsored Rides, and Full-screen Vertical Video ads. The average Lyft user clocks 24 minutes per ride, making it an opportunity for ad time during commuting.
Elsewhere, Disney is venturing into e-commerce with Shop the Stream and Virtual Concessions. These new formats aim to convert mood into purchase intent, in-platform. Shoppable episodes are becoming story-enhanced storefronts, thanks to Shopsense AI for precise clean room targeting and timed delivery windows.
In conclusion, media planning must now consider separate strategies for U.S. TikTok campaigns under M2, monitor changes in user behavior due to localized algorithms, and navigate evolving platform policies influenced by the new ownership and compliance requirements. Similarly, advertisers should explore new opportunities offered by platforms like Lyft and Disney to maximise their reach and engagement.
- As a result of the spin-off, media planners will need to adapt their strategies and possibly their workflows for U.S. TikTok campaigns on the new app M2, which might limit cross-border campaign reach and complicate unified global strategies.
- Meanwhile, advertisers looking to reach audiences during commuting can explore new opportunities offered by platforms like Lyft, which has introduced experience-native formats such as Sponsored Map Vehicles, Sponsored Rides, and Full-screen Vertical Video ads.
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