TikTok has become a major cultural trendsetter, but what’s catching interest on the video platform can change at a head-spinning pace set by the whims of its algorithmically-powered For You page. That poses a challenge for advertisers that are eager to reach the app’s global audience of more than 1 billion monthly users but need to set a concrete media plan ahead of time.
For its third appearance — and first in-person — at the Interactive Advertising Bureau’s NewFronts, the ByteDance-owned company detailed a new ad product that lets brands latch onto creator videos as they’re taking off versus when their popularity is already cresting and an ad might register as wearying to viewers. Called TikTok Pulse, the offering demonstrates TikTok putting a larger focus on premium media units that cater to deep-pocketed brands versus a pure scale play.
