TikTok Reassures Brands, Focuses on Future Growth at IAB NewFronts

TikTok addressed concerns about its potential ban in the U.S. at the Interactive Advertising Bureau's (IAB) NewFronts. The platform emphasized its commitment to the U.S. market and its 170 million monthly active users.

TikTok is here. We are here, and we are absolutely confident in our platform and its future. We will continue to invest in it.

This statement came from Khartoon Weiss, Vice President of Global Business Solutions and newly appointed head of North American ad sales. Weiss highlighted TikTok's growing ambitions, particularly in search advertising.

Addressing Brand Safety and Trust

Suzy Loftus, Head of Trust and Safety, discussed TikTok's brand suitability and content moderation efforts. She emphasized a $2 billion investment and a global team dedicated to combating "bad actors." Loftus highlighted "rigorous oversight" of U.S. data by Oracle and third-party inspectors.

Expanding Advertising Opportunities with Search

TikTok showcased its Pulse solutions, which connect brands with trending content. The company also detailed its expanding search advertising capabilities, aiming to capture market share from competitors like Google, especially among Gen Z.

TikTok unveiled a new Sponsorship Solutions product, allowing brands to create curated experiences around specific search keywords. This product is central to a new partnership with Live Nation for a channel called The Submix, focused on promoting concert tickets and merchandise.

Beyond the App: "Out of Phone" Experiences

TikTok outlined plans to expand beyond in-app experiences, focusing on areas like live sports. This includes evolving its Beauty Month program to incorporate "out of phone" content and in-person events centered around women in sports. TikTok will also have onsite activations at the Las Vegas Formula 1 Grand Prix, complementing online activations through Pulse Premiere.

Generative AI and Future Outlook

TikTok is integrating generative AI into its Pulse Core offering with a Custom Lineups tool. This tool helps surface relevant videos by category, occasion, or holiday.

Weiss reiterated TikTok's commitment to its advertising business, stating, "Our advertising business will not change. We remain open for business and we [will] stay streaming."