TikTok announced expanded advertising opportunities and partnerships at this year’s IAB NewFronts presentation, emphasizing the platform’s ability to connect brands with cultural moments in real time.

The company introduced Pulse Core, an expansion of its TikTok Pulse suite that places advertisers alongside trending user-generated content. According to TikTok’s data, Pulse Core campaigns are 100+ times more likely to appear next to trending topics than other campaign types during the same period.

Pulse Core offers several targeting approaches, including generative AI-powered Custom Lineups for bespoke content categories and Max Pulse placement next to the top 4% of content across all categories. Brands can also align with specific topics through Category Lineups or cultural events via Seasonal Lineups.

Additionally, TikTok is expanding its Pulse Premiere offering with new premium publisher partnerships. Formula 1, Red Bull Media, and Warner Bros Discovery are joining the existing roster, including BuzzFeed, Condé Nast, Disney, and numerous other media companies.

Sponsorship Solutions for Cultural Moments

The platform unveils new Sponsorship Solutions enabling brands to create tailored experiences around specific TikTok searches, with control over content, interactive features, and user engagement.

Among the new Content Sponsorship Packages is Live Nation’s The Submix, a content channel launching in June featuring behind-the-scenes music tour content. TikTok Beauty Month: Game Face focuses on women in sports, while the Las Vegas Grand Prix package offers an immersive race weekend experience with onsite activations and official race content through Formula 1’s partnership.

Recent research conducted in partnership with EyeSee reveals TikTok’s growing influence on consumer behavior. The platform ranks as the primary source where users learn about upcoming events, with two-thirds of users reporting they get informed about upcoming moments on TikTok.

The study also found that 25% of users cite TikTok as their first choice when searching for purchases related to upcoming events. According to an iSpot meta analysis, 45% of the audience reached through a typical Pulse campaign hadn’t seen the ad on television, highlighting the platform’s unique reach capability.