Several major publishers, including Conde Nast, Dotdash Meredith and Hearst Magazines, are using Pulse Premiere, a new offering from TikTok that allows brands to place their ads adjacent to content from premium publishers.
Advertisers can locate their ads next to content in lifestyle & education, sports and entertainment categories for “specific tentpole events” and for evergreen material, TikTok says.
“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,” says Pam Drucker Mann, global chief revenue officer and president, U.S. Revenue & APAC, at Condé Nast.
Also using the platform is MLS.
“Pulse Premiere puts advertisers who are at the top of their game alongside our content, ensuring that the ecosystem that forms around us helps elevate our brand,” says David Bruce, MLS senior vice president of brand and integrated marketing.
Bruce adds, “It also encourages publishers like ourselves to continue investing in top-of-the-line and differentiated content on TikTok, ensuring that our channel is a must follow for our audience."
Pulse Premiere is also being utilized by Buzzfeed, NBCUniversal, UFC, Vox Media and WWE.
Drucker Mann adds, “TikTok 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."