TikTok has revealed an expansion to its premium ad placement option, “Pulse,” offering brands a broader range of publisher content alongside which they can showcase their ads.
The Pulse feature on TikTok now presents big brands with increased opportunities for optimal ad placement within the app. This ensures that their promotional content appears alongside some of the most sought-after content from premium publishers and creators.
TikTok has welcomed new publishers to its Pulse Premiere program, including Paramount Global and the National Hockey League (NHL), alongside a comprehensive list of publisher partners such as BuzzFeed, Conde Nast, Dotdash Meredith, Hearst, Vox, MLB, MLS, NBCU, NFL, WWE, and UFC.
Kyle McMann, Senior Vice President North American Business Development at NHL said: “TikTok has allowed the NHL to engage with our passionate fans in new and unexpected ways. By deepening our partnership with Pulse Premiere, we’re able to expand our monetization offerings allowing brands who want to engage with our incredible fan base to appear in their feed adjacent to the unique and engaging content the League and our member Clubs create.”
TikTok remains a vibrant hub for entertainment, attracting over 1 billion users seeking content that surprises, informs, educates, and entertains. At NewFronts 2024, TikTok introduced new offerings within the TikTok Pulse Suite, empowering advertisers with more choices and control over their ad placements and introducing cross-media measurement capabilities to enhance understanding of TikTok’s unique value in media buying.
Advertising on TikTok transcends traditional viewing experiences, becoming a source of engagement and entertainment. The introduction of Pulse Premiere last year empowered advertisers with control and predictability in placing ads directly after premium publisher content on TikTok’s For You feed. TikTok expands these offerings with additional publishers in the Pulse Premiere program, new buying options for specific tentpole moments and content, and customizable Pulse lineups for brands to curate their ad placements effectively.
TikTok has empowered brands to drive innovation and cultural influence through creative expression. Advertisers leveraging TikTok-first content and campaigns have seen remarkable results, with TikTok ads ranking #1 among consumers for attention capture. A significant 73% of users feel a deeper connection to brands they interact with on TikTok, and an impressive 93% take action on content they encounter in the For You feed.
