New ad tools: TikTok + Google
TikTok is rolling out new premium ad formats while Google expands Demand Gen campaigns — both moves give marketers more sophisticated campaign options and cross‑platform reach tools. The updates raise the bar for performance-driven creatives and make ad format testing a higher priority this quarter. (x.com)
TikTok announced four named premium placements at IAB NewFronts — Logo Takeover, Prime Time, TopReach and expanded Pulse offerings — in a March 24, 2026 product brief. (newsroom.tiktok.com)) The Logo Takeover product guarantees a co‑branded placement when users open the app and TikTok cited a Warner Bros Supergirl takeover that drove "double‑digit" lifts in brand awareness and intent. (newsroom.tiktok.com)) Prime Time is a sequenced ad format that delivers up to three sequential ads from the same advertiser to a single user within a 15‑minute window, specifically positioned for tentpole moments, live events, or other high‑engagement periods. (newsroom.tiktok.com)) TikTok also expanded its Pulse suite with named features such as Pulse Tastemakers and Pulse Mentions, adding contextual adjacency and creator/AI tools to place ads next to top creator content and brand conversations. (ppc.land)) Google’s Demand Gen moved multiple features into general availability in a January 22, 2026 “Demand Gen Drop,” including Shoppable CTV for connected‑TV shopping, Attributed Branded Searches for measurement, and Travel Feeds for hospitality advertisers. (blog.google)) Google’s March 26, 2026 Demand Gen Drop introduced Veo image‑to‑video generation, YouTube Creator Partnerships inside Google Ads, and follow‑on‑views optimization, with Google reporting creator partnerships drove an average 30% conversion‑lift on YouTube Shorts in its global data. (blog.google)) Google completed the automatic upgrade of remaining Video Action Campaigns to Demand Gen by April 2026 and reworked Lookalike audiences in March 2026 so they act as AI optimization signals rather than strict targeting constraints. (support.google.com))
