In a bid to capture more ad dollars despite a looming US ban, TikTok is helping marketers better control what kind of content their ads appear on. We are introducing new advertising products and opportunities that give you control.
The company says it uses generative AI to curate trending, brand-safe content. Expanding selection of “center of attention” moments such as the Paris Olympics and Met Gala. Allows advertisers to purchase slots on specific networks and content offerings.
The company introduced the Pulse Premiere ad slot last year and is now adding new partners to it. The service is focused on bringing in more premium ad spend by allowing advertisers to place ads immediately after publisher and media content in more than a dozen categories, including lifestyle, sports, entertainment, and education. I'm leaving it there. Ads will appear on content from selected publishers on the app's For You feed.
The slot is intended to be more appealing to TV advertisers who are used to being able to buy ads to run alongside certain programs.
TikTok previously partnered with companies including NBCUniversal, Condé Nast, Dotdash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, UFC, and Vox. It now adds Paramount Global and the NHL to its list of premier partners.
The former partnership gives advertisers the ability to run ads alongside NBCUniversal content, such as on “Saturday Night Live,” “America's Got Talent,” “The Today Show” and “Bravo.” given the option to purchase. For example, a new partnership with Paramount Global will allow advertisers to run ads on content from MTV, CBS Sports, The Daily Show, Entertainment Tonight and more.
TikTok will also work with Nielsen ONE Ads and iSpot.tv to help advertisers measure how TikTok ads add “additional and complementary reach” to their TV campaigns, the company said.
The company will announce these new advertising options at this year's IAB NewFronts 2024, where many media companies and social apps will pitch themselves to advertisers. TikTok took the opportunity to share some statistics about the success of its advertising services, such as the TikTok Pulse suite (which guarantees an ad next to the top 4% of trending videos, seasonal moments, or premium content). has an ad recall rate of 9.8%.
The company also said that 58% of all impressions in its TikTok campaign reached unique viewers who were “unexposed” to the TV portion of the campaign, touting its ability to reach users who have never seen a TV ad. . Additionally, advertisers who added TikTok to their TV campaigns said they reached an additional 22% of their viewers.
TikTok's announcement appears to be business as usual for the company, as it represents a deal that was finalized long before the U.S. ban was passed, but the app's future fate in the country is uncertain. The company's parent company ByteDance has vowed to fight the ban, but has threatened to pull out of the country rather than sell it. Obviously, that's not great for the ability to bring in advertising dollars.