1 C O N F I D E N T I A L & P R O P R I E T A R Y How TikTok is rewriting the future of Commerce

C O N F I D E N T I A L & P R O P R I E T A R Y 2 2 91%

C O N F I D E N T I A L & P R O P R I E T A R Y 3 Nice to meet you! 3 Bastian Verhulst Country Manager Benelux TikTok Global Business Solutions linkedin.com/in/bastianverhulst/

C O N F I D E N T I A L & P R O P R I E T A R Y 4 What?

C O N F I D E N T I A L & P R O P R I E T A R Y “A place for DANCING TEENAGERS" 5 5

C O N F I D E N T I A L & P R O P R I E T A R Y There are DANCING TEENAGERS #Dance 364b Views 6 6

C O N F I D E N T I A L & P R O P R I E T A R Y 7 But… It’s not even in the top 7 categories on TikTok

Top viewed NL content Categories 2023 1. DAILY LIFE 2. COMEDY 3. NEWS & ENTERTAINMENT 4. SPORTS & OUTDOORS 5. GAMES 6. BEAUTY CARE 7. FOOD DRINKS 8. FASHION 8. SINGING DANCING 9. ANIMALS 10. EDUCATION *TIkTok Internal Data, NL, H1 2023 TOP 5 CATEGORY In H1 2023 it's wasn't even a

‹# › C O N F I D E N T I A L & P R O P R I E T A R Y TikTok is entertainment. Social Graph Content Graph Who do you know? Who do you follow? How many followers do you have? What type of videos do you watch, comment, engage with… ? Regardless of historical reach, any content piece can go viral!

TikTok represents a fundamental shift in how people want to communicate & consume content via short- form video First… AGE OF CONTEXT One dimensional, One-way newspaper, Message boards, Faceless, Anonymous Then.. AGE OF KNOWLEDGE Search for what you seek. Google search, SEO, SEM Before… AGE OF SOCIAL See what your friends like, share opinions, interests and all aspects of personal life And now… AGE OF CONTENT A video & mobile first generation, driven by discovery, self-expression and communities leading to higher engagement & participation

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TikTok The multi- sensorial entertainment platform Full screen Sound on Made #Foryou

‹# › C O N F I D E N T I A L & P R O P R I E T A R Y Why is TikTok Different Social media Second screen distraction Reposted edits Chase followers Influencers Sound off Entertainment platform Full screen escapism Bespoke creative Discover good content Creators Sound on

C O N F I D E N T I A L & P R O P R I E T A R Y TikTok… The new Search Engine ¹ Google Internal Data * Aobe Express survey oct 23 . A new entryway into the familiar user-created content and community experience “Nearly 40% of Genz prefer to search on TikTok vs Google.”¹ “... with 64% of Gen Zers and 49% of millennials using TikTok as a search engine.”

C O N F I D E N T I A L & P R O P R I E T A R Y Our community is active & attentive 15 15 5.7M Monthly User Base Netherlands Calculation Period as of October 2023 The data is based on TikTok's internal analytics and are not guaranteed. *All numbers has been rounded. 90+ Minutes/day average watch time

C O N F I D E N T I A L & P R O P R I E T A R Y TikTok is where people are choosing to spend their time 16 16 Source: AppAnnie, July 2022, Global 16 90+ average daily minutes

C O N F I D E N T I A L & P R O P R I E T A R Y 15% We have a unique community % of unduplicated users 37% 40% 39% 81% Source: App Annie, May 2023, NL, Android mobile users

C O N F I D E N T I A L & P R O P R I E T A R Y TikTok is where consumers are choosing to invest their attention 18 18 Source: Kantar,October 2023, Global 18 No.1 Attention capturing & delivering

C O N F I D E N T I A L & P R O P R I E T A R Y 19 Why?

C O N F I D E N T I A L & P R O P R I E T A R Y And the TikTok community loves to shop 20 Views Globally #TikTokMadeMeBuyIt 20 14B 67B+

‹# › C O N F I D E N T I A L & P R O P R I E T A R Y 67B #TikTokMadeMeBuyIt 80B #HairTok From TikTok To Stores Source: TikTok internal data, Global, March 2022 To e-commerce Latest shopping trends turning discovery into purchase

C O N F I D E N T I A L & P R O P R I E T A R Y 22 22 The community is mobilised to action Where discovery turns to purchase - 35% of TikTok users have gone on to buy something they’ve seen on TikTok Participation Review Discovery Consideration Users discover brands and products through regular in feed videos posts, LIVEs and campaign participation by merchants and creators TikTok users are 1.2x more likely (than other platform users) on retail purchasing journeys visit an in person retailer or brand store during the consideration phase² 46% of TikTok users go to the physical store to get further information¹ Users inspiredto buy & sales grow 66% say that being able to physically see/feel the product offline is relevant for purchase¹ 1 Brand Accelerates Community Amplifies 2 3 4 5 6 In-store Source: (1) TikTok Marketing Science EUI Ecommerce Vertical Research 2022 conducted by GIM (2) TikTok Marketing Science Global Path to Purchase Research, 2022

C O N F I D E N T I A L & P R O P R I E T A R Y The TikTok Feta Effect Cheese suppliers have been swept up in the video recipe phenomenon known as baked feta pasta. 23 Affecting the way we EAT

C O N F I D E N T I A L & P R O P R I E T A R Y 24 And how we SHOP +251% increase in sales +1300% increase in sales +108% increase in sales #TikTokMadeMeBuyIt 18.7B views

25 HOW?

C O N F I D E N T I A L & P R O P R I E T A R Y 26 Creativity is the new performance superpower 26 Data Creativity The driving force of performance

C O N F I D E N T I A L & P R O P R I E T A R Y Then Static, rational, interruption- based advertising Entertain people through storytelling to drive desire Now TikTok is accelerating brands into the future of commerce. TIkTok Brand Case Interactive According to Kantar,TikTok campaigns have 7x more impact. And ads on TikTok are more fun, informative, and inviting.1 SOURCES: 1Kantar Media Reactions 2021; 27 27

‹# › C O N F I D E N T I A L & P R O P R I E T A R Y TARGETING All the essentials to reach your audience Age Gender Language Location Interests Carrier & Connexion Type Operating System Device Price & Device model Advanced for Brand Auction DMP Audiences Lookalike / Custom Behaviors Seasonal / Holidays Hashtag Targeting

C O N F I D E N T I A L & P R O P R I E T A R Y 29 29 With In-Feed Ads you have various objective & buying options for your campaigns. In-Feed Ads OpenApp For You Feed Purchase options Native user experience In-feed ads blend seamlessly with the user content and create a natural image of your brand or product Flexible targeting options In-Feed Ad Reach & Frequency (Pulse incl) Auction InFeed Spark Ads &

C O N F I D E N T I A L & P R O P R I E T A R Y Amplify product discovery, purchase intent, and conversion. Smarter, intent-based targeting and advanced creative functionalities. Key Benefits: ● Personalized recommendations from user interactions ● Fully automated, smart functionalities including creative automation and dynamic product landing pages ● Optimized delivery strategies to drive maximized impact ● More sophisticated targeting including retargeting users based on where they are in their purchase journey, for TikTok Shop 30 Video Shopping Ads Hyper-relevant, smart video across the For You page

C O N F I D E N T I A L & P R O P R I E T A R Y Source (1)Internal Data (2) Data Source: Marketing Science EU proprietary creative analysis Oct'20 - May'21 covering UK, FR, DE, ES and IT Marketing Science EU Native vs Creative research 2021 conducted by Mindlab Tiktok Marketing Science, Global Creators Like Me Study 2021, conducted by Hotspex @VEYGO Go lo-fi (avoid glossiness) Shoot in 9:16 Shoot hi-res Leverage sound +91% conv. +312% conv. +16% imps. +12% Purchase intent -59% Reduction in Cost per Quote 279% Increase in CTR The fundamentals

C O N F I D E N T I A L & P R O P R I E T A R Y 32 +938M Additionele omzet Het TikTok Effect: TikTok ondersteunt het MKB in de Benelux met +Beauty, Fashion en Fitness leading the way @holysmile spotlight In 2024… Don’t sleep on TikTok +8.700 banen 2024 Oxford Economics | The TikTok Effect - The economic impact of TikTok in five European countries

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