TikTok BOOMS - Big opportunities for advertisers

TikTok BOOMS – Big opportunities for advertisers


By Sam Thompson, Head of Media & Partnerships, Bench


Over the past few years, we have seen a host of new platforms, new channels, and new data sources enter the market – really scaling their activities and innovating their offering as our industry continues to evolve. 

  • Amazon have released the Amazon DSP to provide advertisers with access to their first party data.
  • Yahoo have  scaled their DSP operations in Australia – growing their capabilities, their team and their revenue
  • The DOOH industry has evolved programmatically and DOOH platforms such as Vistar and Hivestack have grown 
  • Podcast media has grown dramatically
  • Verification services have developed new capabilities
  • All platforms are working on 1st party data strategies or interoperable solutions
  • Samba has allowed us to understand linear behaviour and use these signals for digital targeting
  • Samsung Ads have entered the Australian market

BUT, one thing that doesn’t happen so often is having a completely new media owner enter the market and provide consumers with new options for developing and sharing content, as well as giving marketers the ability to access these audiences in a digital environment. 

Casting our thoughts back we’ve had some big disruptors in the past via the likes of YouTube, Facebook, Twitch, Snap and Instagram. Now, we have TikTok giving some of the more established players a run for their money given audiences have flocked to their platform all over the world.

The growth stats in Australia are pretty mind blowing. At the end of 2020, TikTok’s Australia user volume was around 2.5M users. At the end of 2021 the number is closer to 8M. Not only is the audience growing but it is a unique and exclusive audience – nearly 70% are aged 18-34 yr and 44% do not use Facebook and 88% do not use Twitch. In addition, users are extremely engaged with the media, averaging about 80 minutes per day on the app.

This of course screams tremendous opportunity for marketers across nearly all verticals and all stages of the consumer journey.

Bench have partnered with TikTok so that our clients can take advantage of this popular channel and remain at the forefront of digital innovation.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

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Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

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Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.