TikTok has recently announced exciting updates to its premium ad placement option, known as “Pulse” ads. 

With TikTok’s Pulse offering, big brands can now maximize their ad placement by ensuring that their promotions appear alongside some of the most popular content from premium publishers and creators. This move is backed by a study published by TikTok earlier this year, revealing that ads served next to trending content drive higher purchase intent among viewers.

In a bid to enhance the Pulse experience, TikTok has expanded its list of publisher partners to include Paramount Global and the National Hockey League (NHL), joining existing partners such as Conde Nast, Dotdash Meredith, and Hearst, among others. This means advertisers now have more options to select relevant placement based on audience and engagement within the app.

Moreover, TikTok has introduced specific placement options for Pulse campaigns, including Custom Lineups, Premiere Tentpole Moments, and Premiere IP Lineups. These options leverage generative AI to curate trending, brand-suitable content tailored to specific marketing needs, covering tentpole events and cultural moments.

In addition to these enhancements, TikTok has also forged new partnerships with third-party ad measurement providers, offering brands more options for measuring their campaign performance. Partnerships with iSpot.tv and Nielsen ONE Ads provide cross-media reach measurement capabilities, complementing existing partnerships with DoubleVerify, Integral Ad Science, and Zefr.

While these new features may come at a premium, they offer new opportunities for brands, both large and small, to reach specific, large audiences and drive engagement on TikTok.