Today at NewFronts 2024, TikTok introduces new offerings within the TikTok Pulse Suite, giving advertisers more choice and control over the context they appear next to, and new cross media measurement capabilities to help advertisers better understand TikTok’s unique value in their media buy.
Additional publishers will also be part of Pulse Premiere program, including Paramount Global and the National Hockey League (NHL) that have joined the extensive roster of publisher partners including BuzzFeed, Conde Nast, Dotdash Meredith, Hearst, Vox, MLB, MLS, NBCU, NFL, WWE, and UFC.
TikTok Pulse: Putting Brands at the Center of Culture
Connects people and brands across various experiences, cultures and communities. Through the product suite, advertisers have the opportunity to align their brand with the top trending, cultural moments. The TikTok Pulse suite guarantees ad adjacency to the top 4% of videos trending across categories, seasonal moments or content from the premium publishing partners in lifestyle & education, sports, and entertainment, increasing ad recall by +9.8%. (4
Additional updates to the Pulse suite includes:
Pulse Custom Lineups: Custom Lineups leverages the power of generative AI to curate an offering of the platform’s hottest trending, brand-suitable content tailored to specific marketing needs for more precise and relevant content adjacency.
Pulse Premiere Tentpole Moments: In collaboration with partners, offering special Pulse Premiere lineups designed to cover tentpole events and cultural moments, including the Paris Olympics Games from NBCU and The Met Gala from Vogue.
Pulse Premiere IP Lineups: allows advertisers to buy against specific networks and IP from NBCU (including Saturday Night Live, America’s Got Talent, TODAY Show, Bravo, and more) and Paramount Global (including MTV, CBS Sports, The Daily Show, Entertainment Tonight, and more).
Measuring for Success
To help brands measure the impact TikTok has on their media mix post campaign, TikTok announces new Audience Measurement solutions. The feature is backed by recent research that has proven 58% of all TikTok campaign impressions reached a unique audience unexposed to the TV portion of the campaign (5), and advertisers who added TikTok to TV campaigns reached an incremental 22% of their audience. (6)
New Audience Measurement partners include:
iSpot.tv: Advertisers will now be able to conduct Cross-Media Reach Measurement across campaigns with a linear TV component with iSpot.tv. Brands can now receive post-campaign reporting detailing the incremental reach of their TikTok campaign compared to the linear TV portion of their campaign to help understand how TikTok fits into their larger media buy.
Nielsen ONE Ads: Advertisers will soon have access to Cross-Media Reach Measurement through Nielsen ONE Ads to help measure their campaigns across several platforms including mobile, computer, Linear TV, and CTV. The Nielsen ONE Ads integration will provide transparent, cross-media measurement in one consolidated view to help advertisers understand how TikTok compares across multiple platforms.
- Kantar’s 2023 Media Reactions Report
- TikTok Marketing Science Global Community and Self-Expression Study 2021, conducted by Flamingo
- TikTok Marketing Science Global, Time Well Spent Custom Research, conducted by Kantar, March 2021
- Absolute Lift, Meta-Analysis 1P & 3P Brand Lift Studies, US Campaigns June 2022-March 2023. Only used the BLS results with >80% significance.
- iSpot.tv meta-analysis, US, 2024 (N=21)
- Nielsen ONE Ads, US, 2024 (N=4)
Additional Notes:
- Last year, TikTok expanded TikTok Pulse offerings for advertisers by introducing Pulse Premiere, a solution to give advertisers control and predictability to place their ads directly after content from premium publishers on TikTok’s For You feed.
- TikTok ads have been ranked #1 by consumers for capturing attention (1) with 73% of people feel a deeper connection to brands they interact with on TikTok (2), and 93% of users taking action on content they see in the For You feed (3).
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