Advanced Television

Bell Media becomes strategic Canadian partner of TikTok’s Pulse Premiere

June 6, 2024

Bell Media has joined onto a strategic partnership that brings TikTok’s Pulse Premiere to Canada. A game changer for advertisers in Canada, Pulse Premiere is an advertising solution that gives brands the control and predictability to choose where their ads are placed, adjacent to select publisher partner content on the For You feed.

The new partnership allows ads to be featured adjacent to Bell Media’s TikTok content. With Pulse Premiere, advertisers will be able to feature their ads next to Bell Media’s high engagement content in key categories including sports and entertainment. Ads will run adjacent to trending content from BarDown, one of Canadian sports media’s unquestioned digital leaders, to MuchMusic, the most-followed Canadian entertainment brand on social media, to celebrity interviews and entertainment news from ETALK, to content from Canada’s sports leaders, TSN and RDS, and Canada’s most-watched television network, CTV.

“This partnership provides something Canadian advertisers have been eagerly awaiting: the opportunity for true brand sell on TikTok,” said Stewart Johnston, Senior Vice-President, Content and Sales, Bell Media. “This collaboration not only expands our top performing digital inventory, it also underscores our leadership in innovative digital advertising.”

Pulse Premiere gives advertisers control and predictability to place their ads directly after content from select publisher content on TikTok’s For You feed, opening up new opportunities to engage with dynamic audiences and heighten brand exposure. TikTok ads have been ranked #1 by consumers for capturing attention, with 73 per cent of TikTok users saying they feel a deeper connection to brands on the platform than on other sites and apps they use, and 93 per cent of users taking action on content they see in the For You feed.

As the first Canadian media publisher to join Pulse Premiere, Bell Media joins the ranks of other global leaders and sports leagues that are part of the program, including Condé Nast, NBCUniversal, Paramount Global, Sky Sports, the NHL, MLB, MLS and more.

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