TikTok is extending its Pulse ads offering to Pulse Premium,
which will facilitate brands to have more control over ad placement alongside
the most popular content on the platform.
Pulse ads, launched in May last year, were introduced by
TikTok as a “contextual advertising solution.” They have enabled advertisers to
place their ads alongside videos with the most engagement and views on any
given day, across a range of categories.
Via Pulse Premium, advertisers will be able to choose where
their ads are placed, adjacent to content from TikTok’s premium publishing
partners in the following categories: lifestyle & education, sports, and
entertainment.
Moreover, these ad placement opportunities will not be limited to everyday content but will be available for specific tentpole events as well. This will also help more publishers monetize their content on TikTok directly, while boosting existing partnerships too.
The brand partners that TikTok is collaborating
with for Pulse Premium include Buzzfeed, Conde Nast, DotDash Meredith, Hearst
Magazines, MLS, NBCUniversal, UFC, Vox Media and WWE.
Lastly, TikTok is also adding more
features within Pulse ads to help maximize ad reach and relevance on the platform.
These include Pulse Seasonal Lineups and Max Pulse.
According to TikTok, Pulse
Seasonal Lineups are meant to provide ad placement options for Pulse-eligible
videos “around a particular marketing moment, cultural event, or season at a
time when interest in the particular topic will spike, driving relevance for
the brand.” The testing of this feature will begin with Thanksgiving and winter
holidays.
Max Pulse, on the other hand, is described
by TikTok as a “new buying mechanism” that will enable advertisers to run their
ads next to the top 4% trending content from all categories on the app, in addition
to ads represented by the existing Pulse Lineups. This will help brands
maximize their content reach while unlocking the full potential of their ad campaigns.
