TikTok introduced a suite of new ad products at a New York presentation on Tuesday, including a logo takeover on the app launch page, a prime time sequential storytelling format that delivers up to three ads to the same user within a 15-minute window on the For You Feed, a TopReach format that locks in the first ad seen when a user opens the app, and updates to its Pulse Suite that align ads with trending creators and culturally relevant moments. The new formats are designed to help brands tell broader stories beyond standard performance ads, and TikTok executives said the immersive formats are already attracting heavily regulated industries like pharma, which have historically struggled with performance ads due to required disclosures. Tuesday's event marked TikTok's first Madison Avenue presentation since striking a deal to divest its U.S. arm to a majority U.S. ownership consortium, with executives telling Axios that the ownership change will not affect the ad experience for marketers.
