TikTok has introduced updates to its premium ad placement option, Pulse, allowing brands to place their ads alongside popular content from premium publishers and creators. Ads served next to trending content have been shown to be more relevant and favorable to viewers, resulting in higher purchase intent. Pulse advertisers now have more placement options, with Paramount Global and the NHL joining existing publishers like Conde Nast, Dotdash Meredith, and Vox.
The new placement options for Pulse campaigns include Custom Lineups, Premiere Tentpole Moments, and Premiere IP Lineups. Custom Lineups utilize generative AI to curate trending content tailored to specific marketing needs, while Premiere Tentpole Moments cover major events like the Paris Olympics and Met Gala. Premiere IP Lineups allow advertisers to target specific networks and IP from NBCU and Paramount Global, making it easier to reach large audiences with relevant content.
In addition to the new Pulse placement options, TikTok has partnered with third-party ad measurement providers like iSpot.tv and Nielsen ONE Ads to offer Cross-Media Reach Measurement. These partnerships provide brands with more options for measuring campaign performance and ensuring ad placement and reach verification. These additions to TikTok’s ad suite cater to higher-end brands but could also benefit smaller businesses looking to reach specific, large audiences.
These new partnerships and measurement options provide more assurance for brands looking to re-affirm their TikTok ad spend. While these additions may come at a higher cost, they offer more opportunities for brands to leverage TikTok’s ad targeting capabilities and reach specific audiences. Overall, the updates to Pulse and new third-party partnerships aim to enhance the advertising experience on TikTok and provide brands with more options for optimizing their campaigns.