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We ran a sensitivity analysis of these two key revenue drivers – by varying the input value of the two variables, we obtained different output values on in-feed ad revenue. Note that actual CPM is used here instead of promotion factor to take into account possible fluctuations on listed price too. Table 7: Sensitivity analysis on in-feed ad revenue of Douyin, with variables 1) actual cost of ad display in the form of actual CPM, considering listed CPM and promotion factor 2) in-feed ad load30 1.6% 1.8% 2.0% 2.2% 2.4% 2.6% 2.8% 3.0% 3.2% 3.4% 3.6% 3.8% 4.0% 6,307 7,096 7,884 8,672 9,461 10,249 11,038 11,826 12,614 13,403 14,191 14,980 15,768 7,358 8,278 9,198 10,118 11,038 11,957 12,877 13,797 14,717 15,637 16,556 17,476 18,396 8,410 9,461 10,512 11,563 12,614 13,666 14,717 15,768 16,819 17,870 18,922 19,973 21,024 9,461 10,643 11,826 13,009 14,191 15,374 16,556 17,739 18,922 20,104 21,287 22,469 23,652 10,512 11,826 13,140 14,454 15,768 17,082 18,396 19,710 21,024 22,338 23,652 24,966 26,280 11,563 13,009 14,454 15,899 17,345 18,790 20,236 21,681 23,126 24,572 26,017 27,463 28,908 12,614 14,191 15,768 17,345 18,922 20,498 22,075 23,652 25,229 26,806 28,382 29,959 31,536 13,666 15,374 17,082 18,790 20,498 22,207 23,915 25,623 27,331 29,039 30,748 32,456 34,164 14,717 16,556 18,396 20,236 22,075 23,915 25,754 27,594 29,434 31,273 33,113 34,952 36,792 15,768 17,739 19,710 21,681 23,652 25,623 27,594 29,565 31,536 33,507 35,478 37,449 39,420 16,819 18,922 21,024 23,126 25,229 27,331 29,434 31,536 33,638 35,741 37,843 39,946 42,048 17,870 20,104 22,338 24,572 26,806 29,039 31,273 33,507 35,741 37,975 40,208 42,442 44,676 18,922 21,287 23,652 26,017 28,382 30,748 33,113 35,478 37,843 40,208 42,574 44,939 47,304 As we can see from We ran a sensitivity analysis of these two key revenue drivers – by varying the input value of the two variables, we obtained different output values on in-feed ad revenue. Note that actual CPM is used here instead of promotion factor to take into account possible fluctuations on listed price too. Table 7, our current assumptions put the in-feed ad revenue at a level of 18,771 million CNY (It is shown in the table as 18,922 as we used rounded value 2.4% for calculation instead of 2.38% as used 30 Resulted ad revenue were calculated with the equation (4.2). Annual In-feed Ad- revenue [mn, CNY] In-feed Ad-load [%] 30 35 40 45 50 55 60 65 70 75 80 85 90 - 51 - Actual CPMPDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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