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TikTok’s Letting AI Curate The Hottest Content For Brands – Here’s How The Magic Happens


TikTok’s Letting AI Curate The Hottest Content For Brands – Here’s How The Magic Happens

TikTok has announced the rollout of “Pulse Custom Lineups,” a new advertising solution that utilizes generative AI to curate trending content tailored to specific marketing objectives.

The new offering, part of TikTok’s Pulse suite of advertising products, promises more precise and relevant ad placements by leveraging AI to identify and bundle the app’s hottest brand-suitable videos into custom content packages.

According to TikTok, Pulse Custom Lineups will allow advertisers to achieve improved content adjacency – having their ads appear alongside videos that are contextually relevant to their campaigns. This increased relevance is projected to drive higher ad recall rates.

TikTok cites internal research showing that the existing Pulse program, which places ads next to the top 4% of trending videos across categories, boosts ad recall by 9.8%.

In the announcement, made at the NewFronts 2024 digital content presentations, TikTok also revealed an expansion of its Pulse Premiere offering. New premium publishing partners include Paramount Global and the National Hockey League (NHL).

“TikTok has allowed the NHL to engage with our passionate fans in new and unexpected ways,” said Kyle McMann, NHL Senior Vice President of Global Business Development. “By deepening our partnership with Pulse Premiere, we’re able to expand our monetization offerings.”

Other new Pulse Premiere additions are ‘Tentpole Moments’ lineups covering major events like the Paris Olympics and Met Gala, as well as dedicated ‘IP Lineups’ featuring content from networks and shows such as NBC, Bravo, MTV, and CBS Sports.

On the measurement front, TikTok announced partnerships with and Nielsen ONE Ads to provide cross-media reach and frequency data for advertisers running campaigns across TikTok and linear TV. Prior research shows TikTok delivering incremental reach, with 58% of its ad impressions reaching an audience not exposed on TV.

The platform states that these new advertising capabilities will further enable brands to align with “the top trending, cultural moments” among TikTok’s highly engaged user base.

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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