There have been some major opportunities for brands which has been announced by TikTok with sponsorship options which would provide more ways for tapping into trending moments. There will be new options for its Pulse ads which would enable advertisers to place their ads alongside TikTok clips.
It was first launched in 2022 which led advertisers to place their advertisements alongside popular TikTok clips which were in top 4% of performers at any given point of the day based on engagement and views. It is now expanding its Pulse options where new publishers are being added to Pulse Premiere offering which lets brands to show their ads along approved publisher content. This will help in aligning ads with trusted publisher content.
With the Premier offering, advertisers would get access to exclusive placement along official content from premium publishers during cultural moments and tentpole events and alongside evergreen content from publishers across entertainment, sports and lifestyle categories. So brands like Warner Bros Discovery, Red Bull Media and Formula One would be added to the suite of existing publisher partners. New elements would also be added to its original Pulse Core group which now offers four different placement options.
Given below are the following details about the placement options:
Max Pulse
In case of Max Pulse, brand ads are placed next to top 4% of the content on TikTok across content categories for getting max available reach.
Custom Lineups
It uses the power of generative AI for offering best content to advertisers for bespoke category or lineup which has been built for the brand.
Seasonal Lineups
It works on best content related to cultural moment like Back to School or Mother’s Day.
Category Lineups
Ads are placed next to best content related to genre or topic like Beauty or Sports.
Besides Pulse Updates, TikTok is rolling out new sponsorship option which would be providing additional opportunities for placing ads alongside trending and relevant content. It is offering new Content Sponsorship Packages which would enable brands to display their ads along cultural moments.
Sponsorship Solutions provides new ways for brands to show up on and off TikTopk during tent pole moments and cultural milestones. Brand create tailored experiences on TikTok around specific searches, interactive features, handpicking of content and storytelling which users would see when they look for certain keywords.
It is another way of maximizing the relevance of promotions and reaching out to dedicated dialed-in audiences in the app. It is now the top destination for keeping users informed about key moments and enables broader sponsorship and brand tie-ins related to these events which could provide valuable offer for brands. There are many valuable additions to TikTok ad suite with high end but related considerations for several brands.
TikTok is looking to fill its coffers and is creating its premium ad inventory with one for brands which are looking for virality and other for premium media comfort. It is also looking to roll out Sponsorship Solutions which would led brands to appear in search results for specific branded terms like Nike Air Jordan. This would give the brands ability to curate content around these keywords which would offer more tailored opportunity.
It is also looking to introduce Content Sponsorship Packages which gives brands the opportunity for targeting audiences across cultural categories such as beauty and live music. TikTok is launching its channel called The Submix which would offer BTS content and live tour moments. With Sponsorship Solutions, brands will be able to connect with fans through interactive features such as merch, ticket sales and artist playlists.
Seems TikTok is looking to up its game among publishers and advertisers.
