TikTok is evolving its advertising approach by introducing Pulse Core and expanding Pulse Premiere. The Pulse Core product allows advertisers to position ads alongside user-generated content categorized by trends and holidays, while Pulse Premiere includes partnerships with major publishers like Formula 1 and Warner Bros. Discovery. TikTok's strategy aims to capture more TV advertising dollars by offering extensive targeting options. Additionally, new features like Sponsorship Solutions will allow brands to appear in search results for specific topics, enhancing targeted engagement with audiences across cultural categories.
TikTok is carving up its premium ad inventory into two flavors: one for brands chasing cultural virality, and another for those sticking with premium media comfort.
TikTok debuted Pulse Core, a product that lets advertisers target ads next to user-generated content categorized by trends and custom-built categories.
The product suite also taps into generative AI that lets advertisers create bespoke targeting segments based on a category defined by a brand.
The platform is also introducing Content Sponsorship Packages, giving brands the opportunity to target audiences across cultural categories like live music and beauty.
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