Notwithstanding the approaching U.S. ban, TikTok is launching new advertising goods and prospects that will give advertisers more control over the kind of material their advertisements run against in an attempt to attract more ad revenue.
Using generative AI, the business claims it will increase its selection of “tentpole” events, such as the Paris Olympics and Met Gala, curate popular, brand-safe content, and enable marketers to purchase slots with certain networks and content offerings.
The firm is adding new partners to the “Pulse Premiere” ad space, which it debuted last year. The proposition aims to increase premium ad revenue by allowing advertisers to place their ads immediately after publisher and media content in more than a dozen categories, including lifestyle, sports, entertainment, and education. The advertising would appear on the For You feed of the app, showcasing content from select publishers.
We expect TV marketers, accustomed to purchasing advertising that airs with certain shows, to find the time more appealing.
TikTok has already teamed up with NBCUniversal, Condé Nast, Dotdash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, the UFC, Vox, and more. It has now added NHL and Paramount Global to its Premiere partners roster.
Advertisers could purchase commercials that ran next to programming from, say, NBCUniversal (think “Saturday Night Live,” “America’s Got Talent,” “Today Show,” Bravo, and others) under the previous agreement. Advertisers may run advertisements against material from MTV, CBS Sports, The Daily Show, Entertainment Tonight, and more thanks to the new agreement with Paramount Global.
To enable advertisers to track how their TikTok advertisements provide “incremental and complementary reach” to their TV campaigns, TikTok said it would also collaborate with Nielsen ONE advertisements and iSpot.tv.
The firm is introducing these new ad choices at IAB NewFronts 2024, an event where many media companies and social applications promote themselves to advertisers. Using the occasion to provide some data on the performance of its ad offers, TikTok said, for instance, that the TikTok Pulse suite—which ensures advertisements adjacent to the top 4% of popular videos, seasonal moments, or premium content—increases ad recall by 9.8%.
Saying that 58% of all TikTok campaign impressions reached a unique audience “unexposed” to the TV component of the campaign, the business further emphasized its capacity to reach people who may not have seen TV advertising. Additionally, it said, marketers that used TikTok in their TV advertising attracted an extra 22% of their target population.
While TikTok’s statement appears to be business as usual for the firm, given that it reflects agreements that were completed long before the U.S. ban law was passed, the app’s future in the country is still unknown. While ByteDance, the firm’s parent company, has promised to oppose the ban, it has also threatened to leave the country rather than divest. That, of course, would not be ideal for its ability to generate advertising revenue.
