Social media platform TikTok has launched its ‘Pulse Premiere’ advertising solution in the UK, securing Sky Sports as its first approved British publisher.

TikTok’s ‘Pulse Premiere’ solution allows advertisers to place their ads directly after premium publisher content on the platform’s For You page.

As a result, advertisers will also have the option to purchase ads to appear alongside publisher partners for specific tentpole events as well as evergreen, ongoing content.

“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,” TikTok General Manager of Global Business Solutions, Kris Boger said.

“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.”

Since its 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 highly engaged and primed.

Sky Media Director of Digital Advertising, Graeme Hutcheson added: “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.”