TikTok Expands Pulse Ad Placement for Increased Brand Visibility

TikTok has announced significant updates to its Pulse advertising program, offering brands more ways to connect with trending content and boost campaign reach.

Pulse Premiere Expands Publisher Partnerships

Launched in 2022, Pulse allows advertisers to place their ads alongside the top 4% of performing TikTok videos. The updated Pulse Premiere program expands on this by adding new publishers like Formula 1, Red Bull Media, and Warner Bros. Discovery. This joins existing partners such as BuzzFeed, Condé Nast, Disney, DotDash Meredith, Hearst, MLS, NBCUniversal, NFL, NHL, Paramount, and Vox. These partnerships offer brands premium ad placements alongside trusted publisher content during major events and cultural moments.

Pulse Premiere offers advertisers exclusive placement alongside official content from premium publishers during major tentpole events and cultural moments, and also alongside always-on evergreen content from publishers across sports, entertainment, and lifestyle categories.

Pulse Core Introduces New Targeting Options

TikTok has also enhanced its Pulse Core offering with four distinct placement options:

  • Custom Lineups: Leverages generative AI to offer advertisers bespoke content categories tailored to their brand.
  • Max Pulse: Places ads alongside the top 4% of content across all categories for maximum reach.
  • Category Lineups: Targets ads based on specific topics or genres like Sports or Beauty.
  • Seasonal Lineups: Focuses on content related to cultural moments like Mother's Day or Back to School.

The new Category and Custom Lineups provide more granular control over ad placement, ensuring greater relevance and engagement.

Increased Reach and Brand Association

According to TikTok, Pulse campaigns can increase exclusive reach by 45%. These updates offer valuable opportunities for brands to enhance their visibility and connect with engaged audiences.

New Content Sponsorship Packages

Beyond Pulse, TikTok is also introducing new Content Sponsorship Packages. These packages allow brands to align their ads with trending cultural moments, including Live Nation's "The Submix," "Beauty Month: Game Face," the Las Vegas Grand Prix, and more.

Additionally, new Sponsorship Solutions offer tailored experiences around specific searches. Brands can curate the content, interactive features, and storytelling users see when searching for particular keywords.

These new ad offerings provide high-end yet relevant options for brands looking to maximize their impact on TikTok. Learn more about TikTok's latest placement options here.