- TikTok is introducing latest tools and publisher partners to its Pulse suite of products focused on contextual promoting, the corporate announced ahead of its NewFronts showcase Thursday.
- Pulse Premiere, which aligns ads with premium publisher content, is welcoming Paramount Global and the NHL. A latest Pulse Custom Lineups tool leverages generative artificial intelligence (AI) to curate trending, brand-safe content that meets a marketer’s goals while Pulse Premiere IP Lineups lets brands buy ads against specific pieces of mental property (IP) or networks.
- Pulse Premiere Tentpole Moments, one other latest offering, applies an identical approach to buzzy events. The video-sharing app can be expanding its measurement solutions with Nielson One Ads and iSpot.television to track how TikTok campaigns add incremental value and reach to efforts running on TV.
TikTok’s NewFronts pitch this yr focuses on constructing out a Pulse Premiere platform that leans on premium publishers to help brands connect with consumers around high-profile IP and cultural moments, equivalent to Paramount’s “The Daily Show,” NBCUniversal’s upcoming Olympics Games coverage and the Met Gala from Vogue. Paramount Global and the NHL are joining a roster that already includes Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, NBCUniversal and sports leagues just like the NFL, MLS, UFC and MLB, amongst others.
The Pulse program focuses on cream-of-the-crop TikTok content that’s driving discussions in categories like lifestyle, education and entertainment. Pulse Premiere, which launched eventually yr’s NewFronts, is positioned as giving advertisers greater control as to where their ads appear in a digital landscape where brand safety and waste stand top of mind. TikTok, which boasts over 1 billion monthly lively users, cited within the announcement Kantar research that found 73% of surveyed consumers develop deeper connections to brands they interact with on the app.
TikTok returning to the NewFronts, an annual media-buying bonanza where brands and agencies lock in major deals, comes as social media spending is on the upswing and will receive an extra boost from cyclical events just like the Summer Olympics and the election season. WARC forecasts that global social ad spending will increase 14.3% this yr to $247.3 billion, and social media is now the highest media channel worldwide, according a report the researcher shared with Marketing Dive.
The elephant within the room is that TikTok, which is owned by Chinese tech firm ByteDance, is facing a ban unless it sells itself to a U.S. buyer inside a yr. While the deadline for a choice remains to be some time away, creators, publishers and advertisers are already mulling their future on the app that’s mega-popular with teens. That hasn’t seemed to stem excitement on the NewFronts: TikTok’s in-person showcase Thursday evening is at capability.
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