First impressions do more than just grab attention; they shape long-term brand equity. New global research from Kantar and TikTok reveals that nine in ten consumers (89%) respond positively to premium advertising formats on their initial exposure. This research shows these formats do what most media can't: turn a scroll-by moment into brand equity that builds over time. That’s the distinction between being seen and being remembered - and it is exactly the kind of brand impact Kantar’s brand intelligence frameworks are designed to measure.
As marketing leaders evaluate media plans for the remainder of 2026 and prepare their 2027 budgets, these findings highlight a fundamental strategic pivot: where a brand shows up matters just as much as how often. Premium formats don't just perform well in isolation, they magnify the impact of a brand's existing efficiency media when paired together, extending returns beyond what either channel could achieve alone. For example, TikTok’s high impact formats build upon advertiser’s existing in-feed campaigns. A +35% recall uplift from in-feed grows as much as 3.3x higher recall with TopView.
And that lift starts from a strong baseline: the data shows these formats are highly effective in their own right. Rather than relying on standard feeds alone, forward-thinking brands should build media architectures that combine efficient scale with high-impact formats to drive durable growth.
What This Means for 2027 Media Planning
Premium formats deserve more than a supporting role. These findings should push media planners to move them from the sidelines into the heart of strategic planning.
- High Visibility Placements Build Immediate Salience: TopView placements act as a powerful anchor for brand awareness, delivering on average 3.5x higher recall lift across markets compared to standard in-feed ads. In practical terms, these placements help brands win the first moment of recognition, which is often the foundation for later consideration and choice.
- Balance Scale with Meaningful Connection: Formats like Top Feed allow brands to broaden emotional resonance, by strengthening the brand dimension that matters most in each market - whether meaning, difference, or salience - delivering an average +81% lift in Salience vs. standard feeds across all 7 markets studied. Integrating these placements alongside standard feeds creates a high-performing ecosystem rather than relying on standard ads to do the heavy lifting alone.
- Instinctive Trust Builds Credibility: Formats like Pulse Core earn the highest immediate "trustworthy" ratings among consumers, edging out standard feeds on trustworthiness (27.1% vs. 26.8%). Utilizing high-trust placements allows brands to turn passive scrolling into lasting trust and mental availability at the point of purchase.
Moving from Pure Metrics to Durable Brand Equity
The research, spanning 21,000 consumers across seven global markets, proves that immediate emotional response, short-term memorability, and long-term brand value move together. When premium placements are integrated thoughtfully, the strategic value compounds over time.
As advertisers plan for 2027, they should consider reevaluating short-form video purely on immediate metrics like CPM or view-through rates. Instead, winning strategies will prioritize placements that establish immediate positive impressions to build pricing power, customer loyalty, and long-term brand equity.
Methodology
The study was conducted by Kantar between February 20 and March 2, 2026, surveying 21,000 respondents (3,000 per market) across Australia, Brazil, France, Germany, Saudi Arabia, the UK, and the US. The study applied three of Kantar's core brand intelligence frameworks—Intuitive Association, LIFT, and Meaningful Different Salient (MDS)—testing consumer response across various product categories including skincare, entertainment, and durable goods.
