Engagement Patterns in TikTok: An Analysis of Short Video Ads

A logistic-regression analysis of ~1.94M TikTok ad impressions from a Finnish experience-gift e-commerce advertiser shows a 'death valley' effect where 85.2% of viewers churn within the first 25% of a short video ad, with age (but not gender) shaping viewing behavior and churn essentially uncorrelat

Joni Salminen (University of Vaasa, Vaasa, Finland), Risqo Wahid (University of Jyväskylä, Jyväskylä, Finland), Yanwu Yang (Huazhong University of Science and Technology, Wuhan, China), Bernard J. Jansen (Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar)

10 September 2024

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