TikTok Expands Pulse Ads to Specific Verticals and Topics
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Loading... - Francesco Ricci
- 04 May 2023
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TikTok is launching a new, premium ad option, which will enable big brands to maximize ad placement alongside the most popular content in the app.
Called ‘Pulse Premiere’, the new offering is an extension of TikTok’s Pulse ads, which it launched last May. Pulse ads enable advertisers to place their ads alongside TikTok clips that are in the top 4% of performers on any given day, based on views and engagement.
This new expansion will give advertisers more control over ad placement within the Pulse program.
As per TikTok:
“Pulse Premiere gives brands the control to choose where their ads are placed, adjacent to content from our premium publishing partners in lifestyle & education, sports, and entertainment categories for specific tentpole events as well as evergreen, ongoing content.”
So it’s Pulse ads, but with a topical placement element - so it’s not just the generic top 4% of performers that you can place your ads alongside, but also those within each of these verticals, providing more value for specific brand partners.
TikTok says that it’s working with Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media and WWE, as the initial brand partners for this new offering.
It could be a valuable option for major launches, while it’ll also be interesting to see whether the expansion provides more monetization opportunities for creators. Read More…
