US EditionTikTok tells advertisers it’s confident in its future
- TikTok told advertisers at the 2025 NewFronts it will expand its Pulse Suite ad program to strengthen its marketing role amid uncertainty in the U.S. Market.
- The expansion follows years of incremental Pulse Suite development, extending ads next to trending and premium content, and now incorporating user-generated content via Pulse Core.
- TikTok leadership emphasized the platform’s deep engagement with its 170 million U.S. Users and highlighted advertiser partnerships with major brands like Warner Bros. And Formula 1 to showcase growth among younger audiences.
- Pulse campaigns reach 45% of viewers who have not seen the ad on TV, demonstrating TikTok's ability to connect brands with rare and valuable audiences, as David Kaufman said they drive impact across awareness and outcomes.
- Despite a U.S. Ban enacted in early 2025 and ongoing regulatory challenges, TikTok reaffirms its commitment to advertisers, signaling confidence to remain a key digital marketing platform while pursuing a resolution with U.S. Authorities.
12 Articles
12 Articles
Instagram CEO testifies about competing with TikTok: ‘You’re either growing, or you’re slowly dying’
When Adam Mosseri took over Meta-owned Instagram as CEO in 2018, the app was experiencing what he'd later call "concerning" drops and plateaus in user engagement, thanks partly to fierce competition from a new app: TikTok. Instagram estimated in 2019 that 23 percent of the decline in time spent on Instagram in the US was due to TikTok. Bytedance's video app kept expanding through the onset of the covid-19 pandemic. "We can't explain it all, but …
TikTok Expands ‘Pulse’ Offerings For Advertisers, Adding Warner Bros. Discovery As A Partner
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. […]
No ban, no problem
🚫 No ban, no problem: TikTok’s execs are telling advertisers to relax, promising the app’s staying power despite that little thing called a federal ban potentially kicking in next month (paywall link). With 170 million U.S. users and Super Bowl ad ambitions, TikTok says it’s too big to flinch. The post No ban, no problem appeared first on Komando.com.
TikTok’s future in Trump’s hands: Will it survive 2025?
The TikTok future Trump now controls is hanging by a thread. With a US ban looming unless ByteDance sells the app, TikTok’s fate is anything but secure. However, the company’s executives are projecting confidence. At its latest pitch to advertisers, TikTok shared its long-term vision for the future under the Trump administration while also framing itself as playing a role in today’s modern culture. Speaking to a warehouse of advertisers, TikTok’…
TikTok's Fight for Survival: How Advertisers Are Preparing for a Potential U.S. Ban
As the specter of a U.S. ban looms large, TikTok has mounted a determined campaign to reassure the advertising industry that its future remains secure. Even as the company faces a legal and political countdown to divestment or exit, top executives are delivering a message of continuity, innovation, and resilience—a message aimed at calming the nerves of agencies and brands that funnel billions into the platform. In a flurry of high-level meeting…
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