TikTok Boosts Premium Ad Slots Amid Looming US Ban Threat

TikTok Unveils New Ad Offerings Amidst Looming U.S. Ban

Generative AI and Tentpole Moments to Enhance Brand Safety

As the potential U.S. ban on TikTok looms, the social media giant is introducing innovative advertising solutions to attract more ad revenue. These new offerings aim to provide marketers with greater control over the content their ads appear alongside. By leveraging generative AI, TikTok will curate trending, brand-safe content, while also expanding its selection of “tentpole” moments, such as the Paris Olympics and Met Gala. Additionally, advertisers will have the option to purchase slots with specific networks and content offerings.

Pulse Premiere Ad Slot Expands with New Partners

Last year, TikTok launched the “Pulse Premiere” ad slot, which focuses on attracting premium ad dollars by allowing advertisers to place their ads directly after publisher and media content in various categories, including lifestyle, sports, entertainment, and education. The ads appear on content from select publishers on the app’s For You feed, appealing to TV advertisers accustomed to buying ads that run alongside specific programs.

TikTok has now added Paramount Global and NHL to its list of Premiere partners, which already includes companies like NBCUniversal, Condé Nast, Dotdash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, UFC, and Vox.

Measuring Ad Performance and Reach

To provide advertisers with the ability to measure how their TikTok ads contribute to their TV campaigns, the company will collaborate with Nielsen ONE Ads and iSpot.tv. TikTok shared some impressive statistics at this year’s IAB NewFronts 2024, highlighting the success of its ad offerings:

• The TikTok Pulse suite, which guarantees ads next to the top 4% of trending videos, seasonal moments, or premium content, increases ad recall by 9.8%.
• 58% of all TikTok campaign impressions reached a unique audience “unexposed” to the TV portion of the campaign.
• Advertisers who added TikTok to their TV campaigns reached an additional 22% of their audience.

Uncertainty Amidst U.S. Ban

Despite these new ad offerings, TikTok’s future in the United States remains uncertain due to the recently passed U.S. ban bill. While ByteDance, TikTok’s parent company, has pledged to fight the ban, it has also indicated that it may pull out of the country rather than divest.

ByteDance prefers TikTok shutdown in U.S. if legal options fail.

The potential loss of the U.S. market would undoubtedly have a significant impact on TikTok’s ability to generate ad revenue. As the situation unfolds, advertisers and users alike will be closely monitoring the developments surrounding TikTok’s future in the United States.