TikTok is collaborating with well-known publishers such as NBCU, Condé Nast, DotDash Meredith, BuzzFeed, and others in order to attract more premium ad dollars.
The ad slot, termed “Pulse Premiere,” provides a type of brand-safe space within TikTok’s social video network, as advertisers are guaranteed that their advertisements will air immediately after “suitable TikToks” from premium publishers.
The move could address potential worries about ad placement among user-generated content, which has previously caused disruptions in YouTube’s ad revenue as brands have had to freeze advertisements due to inappropriate and obscene material ranging from hate speech to kid safety issues, among other things.
Publishers are confident in their placement with TikTok’s new service because the content will appear alongside trustworthy sources exclusively.
In addition to NBCU, Condé Nast, DotDash Meredith, and BuzzFeed, the firm is collaborating on the new programme with Hearst Magazines, Major League Soccer, UFC, Vox Media, and WWE.
Publishers will also be able to leverage TikTok’s ad platform to attach their campaigns to tentpole events via Pulse Premiere, according to the business.
Meanwhile, the new ad slots will help publishers generate more revenue from their TikTok investments through a revenue-sharing agreement.
TikTok declined to provide the price of the new Pulse Premiere ad spots, stating only that they are “premium ad placements.”
TikTok declined to provide the price of the new Pulse Premiere ad spots, stating only that they are “premium ad placements.”
It also did not specify how much revenue each participating publisher would receive.
Pulse Premiere is based on TikTok’s initial Pulse product, which allowed advertisers to insert adverts next to the top 4% of content on the platform last year.