TikTok revealed new ad formats on Tuesday, including one that displays another brand’s logo alongside TikTok’s on the app’s launch page. The “Logo Takeover” format enables co-branding with TikTok, capturing users’ attention instantly. It emphasizes partnership, credibility, and cultural relevance, broadening advertisers’ reach.
A “Prime Time” format showcases a series of ads at specific times, such as during live events. It allows three sequential ads from one advertiser within a 15-minute window, enabling brands to tell continuous stories during high activity periods.
The new “Top Reach” format merges TikTok’s TopView and TopFeed ad placements. TopView is the initial ad upon app opening, and TopFeed is the first in-feed ad in the For You feed. The combination maximizes user reach through high-visibility spots.
While TikTok claims these formats maximize reach, they’re more disruptive than current ones. For example, seeing an ad immediately can annoy users, who may dislike three ads from the same brand in 15 minutes. However, TikTok argues that these are not interruptions.
“Big cultural moments and everyday shares appear on TikTok first,” said Khartoon Weiss, VP, GM, Global Business Solutions at TikTok. “Brands join conversations rather than interrupting. Ads blend into the content and products people love, appearing naturally in creator videos, search results, or live shopping moments.”
TikTok is also expanding its Pulse suite with “Pulse Mentions” to place brands in relevant discussions. “Pulse Tastemakers” aligns ads with select eligible creators.