TikTok is the go-to platform for brands to authentically connect with, inspire, and entertain today's community. With creativity at its core, advertising on TikTok becomes a compelling form of entertainment, driving wider engagement and real world action from our 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 (Source: TikTok Marketing Science Global, Time Well Spent Custom Research, conducted by Kantar, March 2021).

Last year we launched TikTok Pulse, a contextual advertising solution which places brands next to the top 4% of trending videos on TikTok, and we are excited to introduce in the UK, France and Germany our newest product to the Pulse suite, Pulse Premiere, an advertising solution that allows brands control and predicability 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 audience (Source: Alpha & Beta studies in EU5, Sept 2022-Mar 2023).

Today we are announcing the expansion of 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.

This means advertisers in the markets will now have the opportunity to buy from our publisher partners for specific tentpole events as well as evergreen, ongoing content. So whether it's lining up alongside must watch sports events or the latest entertainment trends, Pulse Premiere will give advertisers the power to place their ads next to the content most relevant and suitable for their brand.

TikTok is where advertising becomes entertainment. Here, audiences pay attention and brands drive real impact - all fueled by a highly engaged, diverse and creative community. This gives brands on TikTok the opportunity to interact with their communities in new and fresh ways, with 73% of people feeling a deeper connection to brands they interact with on TikTok and 93% of users taking action on content they see in the For You feed (Source: TikTok Marketing Science Global Community and Self-Expression Study 2021, conducted by Flamingo).

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

"At Condé Nast the power of our brands allows us to create culture-defining content for 1B of the most engaged audiences across many relevant platforms. TikTok has become one of our most valuable partners, providing us with a variety of tools to ensure that our brands are driving these conversations on their platform. Our advertisers know that culture is the new KPI, and the Pulse Premiere solution finally enables clients to match media buying with how consumers are consuming our brands, like Vogue, GQ and Vanity Fair, on TikTok,” states Pam Drucker Mann, Global Chief Revenue Officer & President, U.S. Revenue & APAC at Condé Nast.

Haruka Gruber, SVP Media at DAZN DACH: "DAZN is the home for all sports fans and offers an unrivalled range of high-quality live sports content, which is also extended via TikTok in the form of highlight clips and other entertaining formats. We know that brands have a vested interest in creating a buzz around our content. Thanks to Pulse Premiere, this is now very easy to do, which is why we are naturally involved with DAZN right from the start. This is a logical continuation of our efforts to position DAZN as a holistic marketer."

Jérémy Parola, Director of Digital at Reworld Media: "TikTok is at the core of our social media strategy; we produce and broadcast over 500 original shows each month across our 22 media brands on the platform. With the introduction of Pulse Premiere, we are delighted to strengthen our partnership with TikTok, providing brands with a high-quality editorial environment to reach and engage new audiences."

Dounia Zouine, VP and Group chief data officer at Brut: "TikTok is a strategic partner for Brut. Beyond the colossal audiences on this platform, we now offer an ultra-targeted format through Pulse Premiere, completely brand-safe with proven efficiency. This project validates our constant desire to innovate and position ourselves as an Adtech media. A value proposition that resonates with our advertisers and media agencies."

Stuart Flint, Head of Global Business Solutions for Europe at TikTok, said: "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.”

TikTok is relentless in its approach to innovation to help bring brands closer to the engaged, diverse, and creative communities and content on the platform. Stay tuned for more updates to Pulse Premiere as we continue to onboard publishing partners across the globe.