Amidst political turmoil in the U.S. and abroad, TikTok addressed brand and agency representatives at the 2024 NewFronts. The ByteDance-owned app delivered a pitch that focused on several of its ad products. It is rolling out new options for its premium Pulse Premiere tier and introducing audience measurement solutions from Nielson ONE Ads and iSpot.tv.
TikTok’s presentation included new details about Pulse, the ad program it revealed at its NewFronts pitch two years ago. Pulse, which resembles YouTube’s Select program, offers roped-off ad inventory next to a selection of top-performing channels. TikTok’s Pulse partners include prominent creators and publishers, and the app is adding some more notable names to that list. New Pulse signees like Paramount Global and the NHL are joining existing partners like Buzzfeed, Conde Nast, and the NFL.
A year after pulling back the curtain on Pulse, TikTok doubled down at the 2023 NewFronts by discussing Pulse Premiere, an extension of the namesake program. Premiere brought the Pulse program to “premium publisher content” that ranks among the top 4% best-performing videos.
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At the 2024 NewFronts, TikTok shared some updates related to Pulse Premiere. Custom Pulse Lineups allow buyers to curate their own content lineups rather than buying based on specific categories. TikTok is also offering “Pulse Premiere Tentpole Moments” that will capitalize on big events like the Paris Olympics (broadcast by Pulse partner NBCUniversal) and the Met Gala (helmed by Conde Nast’s Vogue). TikTok will also harness the programming lineups of specific Pulse partners through “IP Lineups” that will include multiple shows from the same network (e.g. Saturday Night Live, America’s Got Talent, and the TODAY Show for NBC).
As brands and agencies buy into TikTok’s Pulse program, they’ll be able to take advantage of the newly-added measurement solutions. “Marketers and brands who aren’t considering TikTok as integral to their cross-platform marketing campaigns are clearly missing out on an opportunity to extend their reach and drive results,” said iSpot.tv EVP of Media Partnerships Stu Schwartzapfel in a statement.
A full summary of the NewFronts pitch can be found via the TikTok Newsroom. More details about Pulse are available on the program’s landing page.
