TikTok Ads
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TikTok TopView and Brand Takeover Ads Guide

TopView and Brand Takeover are TikTok's premium ad formats that appear when users first open the app. TopView is a 5-60 second video that auto-plays with sound. Brand Takeover is a 3-5 second static or animated image. Both guarantee massive reach — they are the first thing users see. These are reser

Ad Formatstiktok topview brand takeover ads

Quick Summary

TopView and Brand Takeover are TikTok's premium ad formats that appear when users first open the app. TopView is a 5-60 second video that auto-plays with sound. Brand Takeover is a 3-5 second static or animated image. Both guarantee massive reach — they are the first thing users see. These are reservation-based (not self-serve) and require direct contact with TikTok's sales team. Pricing is typically CPM-based at premium rates.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 4 steps to complete this guide

1

TopView

Full-screen video ad that appears when users open TikTok. 5-60 seconds, auto-plays with sound. Transitions to an in-feed style where users can interact (like, comment, share). Ideal for product launches, brand awareness, and event promotion.
2

Brand Takeover

3-5 second full-screen ad (static image or GIF/animated) that appears immediately when the app opens. Links to a landing page or in-app destination. Only one advertiser per day per market, guaranteeing exclusivity.
3

How to Buy

These formats are not available in self-serve Ads Manager. Contact TikTok's sales team directly or work through an agency with TikTok partnership status. Pricing is premium and typically requires advance booking.
4

When to Use

Major product launches, seasonal campaigns (Ramadan, Black Friday), event promotion, and brand awareness at scale. Best when combined with in-feed ads and Spark Ads for a full-funnel approach.

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