Process Flow
Animated overview of the full workflow
TL;DR
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.
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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