TikTok Pulse Premiere comes to UK with Sky Sports

Category: Brands
TikTok Pulse Premiere comes to UK with Sky Sports

TikTok Pulse Premiere arrives in the UK today, with Sky Sports named as their first UK approved publisher through Sky Media.

Advertising on TikTok has become a compelling form of entertainment, driving wider engagement and real world action from users. As many as 92% of TikTok users said they take action such as liking and sharing videos, following a brand or purchasing a product after watching a TikTok.

Last year saw the launch of TikTok Pulse, a contextual advertising solution which places brands next to the top 4% of trending videos on TikTok. TikTok are excited to introduce their newest product to the Pulse suite, Pulse Premiere, an advertising solution that allows brands control and predictability to place their ads directly after premium publisher content on the For You feed. Since launch, TikTok Pulse has proven to increase ad recall by +10.5% and awareness by +5.7%, by ensuring brands appear next to the most relevant and culturally-impactful content that has a highly engaged and primed.

TikTok Pulse Premiere

Today sees the the expansion of TikTok Pulse Premiere to the UK, France and Germany and the inaugural European partners. The publishers joining are some of the biggest names in lifestyle, entertainment and sport: Brut, Buzzfeed, Condé Nast, DAZN, Hearst Magazines, Reworld Media and Sky Sports.

Advertisers will now have the opportunity to buy ads to appear alongside those publisher partners for specific tentpole events as well as evergreen, ongoing content. Whether it’s lining up alongside must watch sports events or the latest entertainment trends, Pulse Premiere will give advertisers control to place their ads next to the content most relevant and suitable for their brand.

Sky Sports is ‘the home of Sport’ and the largest online sports brand in the UK, reaching 23m UK adults each month across TV & digital. With a 24% greater audience than the next biggest competitor, as a Pulse partner, agencies and advertisers will be able to place their ads adjacent to the must watch Sky Sports content on TikTok through their existing digital relationship with Sky Media.

Football and sports are a massive part of social currency and talkability. There’s nothing like watching the game live, but whether you missed out or want to relive a magic moment, those shareable video moments that are exclusive to Sky Sports, regularly spread like wildfire. By partnering with TikTok we’re enabling brands to be at the heart of the conversation with an engaged audience.

– Graeme Hutcheson, Director of Digital Advertising, Sky Media

TikTok Pulse Premiere opens even more avenues for brands – reaching already engaged, relevant audiences, as well as amplifying relationships with publishers on TikTok. For these publishers, the new offering provides another chance to monetise their content on TikTok directly through a revenue-sharing model with like-minded brands.

TikTok is designed to provide joy and entertainment to consumers, while giving brands the creative tools to be discovered and build deeper connections with the communities around them. With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.

– Kris Boger, UK GM, Global Business Solutions, TikTok


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