TikTok is taking the wraps off new offerings for advertisers even as its future ownership and operations in the U.S. are in flux.
The company announced ahead of a NewFronts presentation to ad buyers Tuesday it is expanding TikTok Pulse Suite, a way to match brands with trending content, with Pulse Core and Pulse Premiere. Pulse Core puts ads next to the top user-generated videos by category, holiday or a custom-designed heading. Pulse Premiere marries ads with premium publisher content. TikTok said Warner Bros. Discovery, Formula 1 and Red Bull Media have signed on as partners in the Premiere effort.
While it continues to be wildly popular, regularly used by 170 million Americans, TikTok faces an uncertain future amid scrutiny of its ownership by China-based ByteDance. After a court ruling forcing the parent company to divest the U.S. assets of the short-form video app, a deadline for the transaction was delayed until June 19 by President Trump. In an interview with NBC News last weekend, he said he would consider another extension of the deadline.
Regardless of who owns TikTok, it has emerged as a formidable marketing tool. Along with the Pulse news, TikTok said new initiatives include Sponsorship Solutions, which enables advertisers to show up on TikTok around specific searches and keywords; and Content Sponsorship Packages, which embeds brands in key cultural moments. Live Nation’s The Submix, Beauty Month: Game Face and the Las Vegas Grand Prix are among the events involved in the packages.
“We are continuing to invest and develop our TikTok product suite to help advertisers meet their audiences in the moments that matter most —driving deeper impact across awareness, consideration, and outcomes,” said David Kaufman, Global Head of Product Operations and Solutions at TikTok.
Jonny Haworth, Director of Commercial Partnerships at Formula 1, said TikTok is one of the fastest-growing platforms for the racing circuit. It is “part of the reason we are seeing phenomenal growth among younger audiences around the world,” he said.
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