Tech+

Tiktok expands advertising platform with Pulse Premiere

by Izel Abanilla

PUBLISHED ON May 4, 2023

Tiktok said on Thursday it was set to launch a new premium ad option that would enable advertisers to maximize ad placement right next to the most popular content on the video-sharing app, marking a significant shift for the platform that had previously focused on independent creators.

This is called Pulse Premiere, an evolution of their Pulse program launched just last May. Pulse Ads enables brands to place ads next to the top 4% of trending videos on TikTok across a number of categories.

According to Tiktok, “Pulse Premiere gives brands the control to choose where their ads are placed, adjacent to content from our premium publishing partners in lifestyle & education, sports, and entertainment categories for specific tentpole events as well as evergreen, ongoing content.”

Tiktok is working with Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media and WWE as its inaugural partners for this venture.

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Tiktok said that campaigns that include Pulse have “proven to increase brand recall by +9.8% and awareness by +6.8% by placing brands next to the top culturally impactful content with a highly engaged and primed audience.”

Moreover, Pulse Premiere allows new monetization opportunities for publishers on TikTok directly through a revenue-sharing model and allows them to amplify existing partnerships with media on TikTok.

Tiktok’s launch of Pulse Premiere comes amid the growing pressure from Washington as many in the US Congress call for the banning of the app in the country over fears that US users’ data could be accessed by the Chinese government. The content-sharing app is owned by Chinese firm ByteDance.

Despite this, Tiktok CEO Shou Chew announced in a video released on March 21 that over 150 million Americans are now on Tiktok, up from 100 million in 2020.