In an effort to attract more advertising dollars, despite the looming ban in the United States, TikTok is introducing new products and advertising opportunities that will allow marketers to better control the type of content their ads appear on.
The company says it will use generative AI to curate trending, brand-safe content; expand its selection of “tentpole” moments, such as the Paris Olympics and the Met Gala; and allow advertisers to purchase time slots with specific networks and content offerings.
The company introduced the “Pulse Premiere” ad space last year and is now adding new partners. The offering aims to generate more premium advertising revenue by allowing advertisers to position their ads directly after publisher and media content in more than a dozen categories, including lifestyle, sports, entertainment and education. The ads would appear on content from selected publishers in the app’s “For You” feed.
The slot is intended to further attract TV advertisers accustomed to being able to buy adverts that air alongside specific programs.
TikTok has previously partnered with companies like NBCU, Condé Nast, DotDash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, UFC, Vox and others. Now it’s adding Paramount Global and NHL to its list of Premiere partners.
The old partnership gave advertisers the ability to buy ads that ran alongside NBCU content, for example — think Saturday Night Live, America’s Got Talent, TODAY Show, Bravo and others. The new partnership with Paramount Global, for example, will allow advertisers to place ads on content from MTV, CBS Sports, The Daily Show, Entertainment Tonight, and more.
TikTok said it will also work with Nielsen ONE Ads and iSpot.tv to give advertisers the ability to measure how their TikTok ads add “incremental and complementary reach” to their TV campaigns, the company said.
TikTok is showcasing these new advertising options at this year’s IAB NewFronts 2024, where a number of social media and app companies are marketing themselves to advertisers. TikTok took the opportunity to share some statistics on the success of its advertising offers, noting for example that the TikTok Pulse suite – which guarantees advertisements close to 4% of trending videos, seasonal moments or premium content – increases the advertising recall of 9.8%.
The company also touted its ability to reach users who may not have seen TV ads, saying 58% of all impressions from the TikTok campaign reached unique audiences “not exposed” to the game. television of the campaign. Additionally, it says advertisers who added TikTok to their TV campaigns reached an additional 22% of their audience.
TikTok’s announcement appears to be business as usual for the company, as it represents deals that were finalized well before the US ban, but the app’s fate in the country is uncertain. Although the company’s parent company, ByteDance, has vowed to fight the ban, it has also threatened to pull out of the country rather than disengage. Obviously, that wouldn’t be great for its ability to bring in ad dollars.
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