TikTok has announced significant updates to its premium ad placement option, “Pulse,” providing advertisers with more publisher content to place their ads alongside.
Enhancing Pulse with More Publisher Content
TikTok’s Pulse offering enables brands to maximize their ad placement in the app by ensuring that their promotions appear next to popular content from premium publishers and creators. According to a study by TikTok, ads shown alongside trending content are perceived as more relevant and favorable by viewers, leading to a 9% increase in purchase intent.
Now, Pulse advertisers will have even more options, as TikTok has added Paramount Global and the National Hockey League (NHL) to its list of premium publisher partners. This addition expands Pulse’s existing suite, which already includes Conde Nast, Dotdash Meredith, Hearst, Vox, MLB, NFL, WWE, and more. By selecting relevant placement based on audience and engagement, big brands can maximize viewership and reach.
New Custom and Tailored Placement Options
To further enhance ad relevance and exposure, TikTok has introduced additional placement options for Pulse campaigns:
Pulse Custom Lineups:
- Utilizes generative AI to curate trending, brand-suitable content tailored to specific marketing needs.
- Offers more precise content adjacency for targeted campaigns.
Pulse Premiere Tentpole Moments:
- Provides special Pulse Premiere lineups to cover key events like the Paris Olympic Games (NBCU) and The Met Gala (Vogue).
Pulse Premiere IP Lineups:
- Expands Premiere lineups to let advertisers buy against specific networks and intellectual property, such as:
- NBCU: (Saturday Night Live, America’s Got Talent, TODAY Show, Bravo)
- Paramount Global: (MTV, CBS Sports, The Daily Show, Entertainment Tonight)
- Expands Premiere lineups to let advertisers buy against specific networks and intellectual property, such as:
Improved Measurement and Third-Party Partnerships
TikTok has also announced partnerships with third-party ad measurement providers to give advertisers more ways to assess campaign performance:
- iSpot.tv: Offers cross-media reach measurement for campaigns that include a linear TV component.
- Nielsen ONE Ads: Provides cross-media reach measurement using Nielsen’s industry-leading tools.
These join TikTok’s existing measurement partnerships with DoubleVerify, Integral Ad Science, and Zefr, offering brands more confidence in their TikTok ad spend.
Implications for Advertisers
The expanded Pulse placement options help brands reach specific, large audiences by ensuring relevant exposure alongside popular content. These additions provide more opportunities for both high-end brands and smaller businesses to leverage TikTok’s targeting tools and reach specific audiences.
While these premium features can be costly, the potential for targeted exposure makes them a valuable investment. By expanding its publisher partnerships and enhancing measurement capabilities, TikTok continues to build a robust advertising suite for brands seeking to make an impact.
Source: SocialMediaToday
