First unveiled a year ago, the TikTok Pulse advertising option gets a new upgrade giving advertisers a chance to put their branded videos next to “premium publisher content”
TikTok Pulse Premiere is the entertainment platform’s newest advertising solution that gives advertisers the opportunity to place their ads directly after premium publisher content on TikTok’s For You feed.
In addition, Pulse Premiere gives publishers new opportunities to monetize their content on TikTok directly through a revenue-sharing model and amplify existing partnerships with media on TikTok.
The upgrade comes one year after the introduction of the Pulse ad option, which enabled participating brands to place their content next to the top 4% of trending videos on TikTok across a number of various categories. For example, videos from the partnering publishers can be categorized into segments like lifestyle, sports, education, and entertainment, allowing advertisers to target specific audiences and communities.
The social media company claims that since the launch of Pulse, campaigns using this option have increased brand recall by +9.8% and awareness by +6.8%. The effectiveness was gained since brands could have placed their ads next to the top culturally impactful content and reached “a highly engaged and primed audience”.
The launch partners for Pulse Premiere include several major media companies, such as BuzzFeed, Conde Nast, DotDash Meredith, Hearst Magazines, Major League Soccer, NBCUniversal, UFC, Vox Media, and WWE.
The new Premiere product can help TikTok compete with similar industry features such as YouTube Select (formerly Google Preferred), which creates category-specific packages of top content to sell to advertisers.
Besides the Premiere offering, the existing Pulse service package gets expanded with:
- Pulse Seasonal Lineups – moment-specific ad offerings, placing relevant advertising content around a particular marketing moment, cultural event, or season, just when interest in the particular topic spikes;
- Max Pulse – allowing advertisers to run their creative content next to the top 4% trending content across all categories on TikTok, in addition to the existing Pulse lineups.
We have previously reported that the possible TikTok ban threat scares off US merchants. At the same time, advertising expenses on the social network increased by 11%, despite the unfavourable background in the form of threats of government actions.