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{"id":31012,"date":"2023-05-04T22:03:09","date_gmt":"2023-05-04T22:03:09","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/"},"modified":"2023-05-04T22:03:10","modified_gmt":"2023-05-04T22:03:10","slug":"tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/","title":{"rendered":"TikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/<\/a><\/br>
\nTikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019<\/br>
\n2023-05-04 22:03:09<\/br><\/p>\n

\n

TikTok is partnering with big-name publishers, including NBCU, Cond\u00e9 Nast, DotDash Meredith, BuzzFeed and others, in an effort to pull in more premium ad dollars. At this week\u2019s NewFronts, the video entertainment company announced a new premium ad product that would allow marketers, for the first time, to position their brand ads directly after TikTok\u2019s publisher and media partners\u2019 content in over a dozen categories, including lifestyle, sports, entertainment, education and more.<\/p>\n

The ad slot, dubbed \u201cPulse Premiere,\u201d offers a sort of brand-safe space within TikTok\u2019s social video network, as they\u2019re guaranteed their ads will run immediately after what TikTok refers to as \u201csuitable TikToks\u201d from premium publishers.<\/p>\n

The move could address potential concerns over ad placement amid user-generated content that, in years past, has caused disruptions to YouTube\u2019s ad revenue, as bands have had to freeze ads due to offensive<\/a> and obscene material ranging from hate speech to child safety issues, <\/a>and more.<\/p>\n

With TikTok\u2019s new offering, marketers can be assured of their placement as the content will run only alongside trusted publishers. In addition to NBCU, Cond\u00e9 Nast, DotDash Meredith and BuzzFeed, the company is also partnering with Hearst Magazines, Major League Soccer, UFC, Vox Media and WWE on the new program.<\/p>\n

In addition, marketers will be able to use TikTok\u2019s ad platform to tie their campaigns to tentpole events through Pulse Premiere, the company says. Meanwhile, for publishers, the new ad slots will help them generate increased revenue from their TikTok investments by way of a revenue-sharing agreement.<\/p>\n

TikTok declined to share how much the new Pulse Premiere ad placements will cost, saying only that they are \u201cpremium ad placements.\u201d It also didn\u2019t detail the revenue share for participating publishers.<\/p>\n

\u201cAt Cond\u00e9 Nast the power of our brands allows us to create culture-defining content for 1B of the most engaged audiences across many relevant platforms,\u201d said Pam Drucker Mann, global chief revenue officer & president, U.S. Revenue & APAC at Cond\u00e9 Nast, in a statement. \u201cTikTok has become one of our most valuable partners, providing us with a variety of tools to ensure that our brands are driving these conversations on their platform. Our advertisers know that culture is the new KPI, and the Pulse Premiere solution finally enables clients to match media buying with how consumers are consuming our brands, like Vogue, GQ and Vanity Fair, on TikTok,\u201d she added.<\/p>\n

Pulse Premiere is built off TikTok\u2019s initial Pulse offering launched last year,<\/a> which allowed marketers to place their ads next to the top 4% of content on the platform. The program was the first ad product to offer a revenue share with content creators, TikTok noted at the time. The company says its data indicates TikTok users are 2.6x more likely to interact with a Pulse ad versus a comparable ad on another video platform. It also notes that Pulse campaigns increased brand recall by +9.8%, on average, and awareness by +6.8%.<\/p>\n

However, in follow-up reports by Fortune<\/a>, Insider<\/a> and others<\/a>, creators reported extremely low earnings from Pulse \u2014 seeing revenue not even exceeding $5, in some cases. Among those creators interviewed by Insider, the revenue per every 1,000 video view on Pulse, or RPM, was in the range of just $6 to $8. One likened it to nothing more than a small bonus for having a video go viral, but it\u2019s clear creators are not meant to rely on the ad rev share to fuel their businesses.<\/p>\n

Instead, TikTok offers other monetization tools for creators like livestream gifting, subscriptions and a creator fund \u2014 though the latter has also been charged with paying out low amounts. Today, many creators make money through brand ad deals and sponsored content, not through the platform\u2019s own tools for monetization.<\/p>\n

The ad product will roll out to U.S. advertisers in the second half of the year with other markets to follow.<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/ TikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019 2023-05-04 22:03:09 TikTok is partnering with big-name publishers, including NBCU, Cond\u00e9 Nast, DotDash Meredith, BuzzFeed and others, in an effort to pull in more premium ad dollars. At this week\u2019s NewFronts, the video entertainment company announced a new premium […]<\/p>\n","protected":false},"author":1,"featured_media":31013,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-31012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\nTikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019 - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019 - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source:https:\/\/techcrunch.com\/2023\/05\/04\/tiktok-partners-with-top-publishers-on-its-new-premium-and-brand-safe-ad-slot-pulse-premiere\/ TikTok partners with top publishers on its new premium and brand-safe ad slot, \u2018Pulse Premiere\u2019 2023-05-04 22:03:09 TikTok is partnering with big-name publishers, including NBCU, Cond\u00e9 Nast, DotDash Meredith, BuzzFeed and others, in an effort to pull in more premium ad dollars. 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