TikTok Unveils More Premium Ad Placement Choices

TikTok's Pulse offering is an update to the platform's premium ad placement option that allows big brands to maximize their ad placement in the app. This is done by ensuring that their promotions appear adjacent to some of the most popular content from premium publishers and creators, which can significantly impact viewer perception and purchase intent.

According to a study published by TikTok, ads served next to trending content are seen as more relevant and more favorable by viewers. This perception drives higher purchase intent, with the study noting an increase of +9% in purchase intent when ads are placed in such a manner.

Pulse advertisers on TikTok now have new options including:

• Pulse Custom Lineups: Utilizes generative AI to curate brand-suitable content that is trending, tailored to specific marketing needs.
• Pulse Premiere Tentpole Moments: Special lineups for tentpole events and cultural moments like the Paris Olympics Games and The Met Gala.
• Pulse Premiere IP Lineups: Allows advertisers to buy against specific networks and IP from NBCU and Paramount Global, including popular shows and sports events.

Third party ad measurement providers offer TikTok advertisers additional options for measuring their campaign performance. New partnerships with providers like iSpot.tv and Nielsen ONE Ads will offer Cross-Media Reach Measurement, which is crucial for campaigns with a linear TV component. These tools complement TikTok’s existing collection of ad verification partners, providing more assurance for brands to reaffirm their TikTok ad spend.