On Tuesday, TikTok revealed it is rolling out new advertising formats, which include a feature that presents another brand’s logo alongside TikTok’s logo on the launch page when users access the app.

The newly introduced “Logo Takeover” advertisement format enables companies to co-brand with TikTok in a manner that seizes users’ attention right from the moment they launch the app. TikTok asserts that this ad format reflects partnership, trustworthiness, and cultural significance while providing advertisers with extensive outreach.

A fresh “Prime Time” ad format permits brands to display a series of ads at designated moments, such as during live events or other interactive periods. This format shows three consecutive ads from a single advertiser to the same user within a specific 15-minute timeframe. TikTok indicates that brands can leverage this format to narrate a continuous storyline during peak activity phases.

Additionally, a new “Top Reach” ad format merges two of TikTok’s existing ad placements, TopView and TopFeed. TopView is the initial ad users encounter upon opening the app, while TopFeed is the first in-feed advertisement displayed in the For You feed. TikTok claims that by merging these placements, brands can engage the highest number of users for the day through prominent visibility.

While TikTok maintains that these new ad formats will empower brands to enhance their reach, they may prove to be more intrusive than existing ad placements on the platform. For example, encountering an ad within the first second of launching the app could be frustrating, and users might not appreciate seeing three advertisements from the same brand in just 15 minutes. Nevertheless, TikTok does not regard these as interruptions.

“TikTok is where people go to discover what’s trending at the moment,” stated Khartoon Weiss, VP, GM, Global Business Solutions at TikTok, in a press announcement. “Major cultural occurrences first appear on TikTok, along with the everyday items people share with one another. This implies brands are not interrupting users – they are entering the discussion. What distinguishes TikTok is that advertisements coexist with the content and products people already cherish. Whether it’s a creator’s video, a search outcome, or a live shopping experience, brands can engage in ways that feel organic and beneficial.”

Moreover, the social platform is enhancing its TikTok Pulse suite with a new “Pulse Mentions” feature that positions brands alongside moments when users are already engaging in discussions about them and their categories. The new “Pulse Tastemakers” addition enables brands to associate their advertisements with a selection of qualifying creators.