TikTok is introducing its Pulse Premiere advertising solution to the UK, with Sky Sports becoming the first approved publisher through Sky Media.
The platform’s advertising has proven to be an engaging form of entertainment, with 92% of users taking actions such as liking, sharing, following brands, or making purchases after watching TikTok videos.
Pulse Premiere is an extension of TikTok Pulse, a contextual advertising solution launched last year, and it allows brands to place their ads directly after premium publisher content on the For You feed, offering control and predictability. Since its launch, TikTok Pulse has significantly increased ad recall and awareness.
The expansion of Pulse Premiere to the UK, France, and Germany includes partnerships with prominent publishers in lifestyle, entertainment, and sports such as Brut, Buzzfeed, Condé Nast, DAZN, Hearst Magazines, Reworld Media, and Sky Sports.
Graeme Hutcheson, Director of Digital Advertising at Sky Media said, “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 engaged audience.”
Advertisers can now buy ads to appear alongside these publishers for specific events or ongoing content, providing control over ad placement for maximum relevance. Sky Sports, being the largest online sports brand in the UK, offers advertisers the opportunity to align their ads with sports content on TikTok.
Why is this important?
Pulse Premiere clearly opens new avenues for brands to reach engaged audiences but also enables publishers to monetise their content through a revenue-sharing model with brands. TikTok continues to focus on innovation to connect brands with diverse and creative communities on the platform, with plans to onboard more publishing partners globally. Given the high-profile partnership with Sky Media, it is clear that TikTok will be keen to rollout its Pulse Premiere offering and expand its media partnerships.
Author spike.digital