TikTok, the popular short-form video app, has announced the launch of its new feature, "Pulse Premiere," which aims to give advertisers more control and predictability in choosing ad placements on the platform.
The solution allows brands to place their ads directly after content from premium publisher content on TikTok's For You feed, ensuring that their ads appear next to the most relevant and suitable content for their brand.
Pulse Premiere's Inaugural Partners
The move is part of the company's effort to help brands stay on top of the most culturally impactful moments on the platform.
The feature's inaugural partners include Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media, and WWE.
By using Pulse Premiere, advertisers will be able to choose to place their ads alongside relevant content, resulting in campaigns that include Pulse being shown to increase brand recall by 9.8% and awareness by 6.8%.
Furthermore, Pulse Premiere will also benefit publishers as it allows them to monetize their content directly through a revenue-sharing model, giving them the chance to expand their existing partnerships with media on the platform.
TikTok's New Offerings
To complement Pulse Premiere, TikTok has also announced new offerings that will help brands expand their reach and relevance on the popular app.
The first is Pulse Seasonal Lineups, where advertisers can run ads next to trending videos around a particular marketing moment, cultural event, or season. TikTok will first test Seasonal Lineups with Thanksgiving and winter holidays, with plans to expand to other cultural events and seasons.
Another option available to advertisers is Max Pulse, a buying mechanism that enables brands to display their ads alongside the top 4% trending content across all TikTok categories. In addition to the existing Pulse lineups, Max Pulse will assist brands in maximizing their campaign's reach and achieving its full potential.
"At Condé Nast, the power of our brands allows us to create culture-defining content for 1B of the most engaged audiences across many relevant platforms," said Pam Drucker Mann, Global Chief Revenue Officer & President, U.S. Revenue & APAC at Condé Nast.
She adds that Pulse Premiere enables clients to match media buying with how consumers are consuming their brands, such as Vogue, GQ, and Vanity Fair, on TikTok.
TikTok's Pulse Premiere and other offerings are part of the company's effort to provide brands with more control and flexibility in reaching their target audience on the platform. With the new features, TikTok aims to boost brand recall and awareness, drive relevance for brands, and maximize the potential of their campaigns.
"Premiere Premiere puts advertisers who are at the top of their game alongside our content, ensuring that the ecosystem that forms around us helps elevates our brand," said David Bruce, MLS SVP of Brand and Integrated Marketing.
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