TikTok ads will become a little more disruptive

TikTok announced Tuesday that it is introducing new ad formats, including displaying another brand’s logo alongside the TikTok logo on the launch page when users open the app.

The new “Logo Takeover” ad format allows businesses to co-brand with TikTok in a way that captures users’ attention from the moment they open the app. TikTok says the ad format demonstrates partnership, authenticity and cultural relevance, while offering advertisers a broader reach.

The new “primetime” ad format allows brands to display a series of ads at specific times, whether during a live event or another engagement period. In this ad format, three consecutive ads from one advertiser are shown to the same user within a specified 15-minute time frame. TikTok says brands can use the format to tell ongoing stories during periods of high activity.

There’s also a new “Top Reach” ad format that combines two of TikTok’s current ad placements, TopView and TopFeed. TopView is the first ad that users see when they open the app, and TopFeed is the first in-feed ad that appears in the For You feed. TikTok says that by combining these placements, brands can reach the maximum number of users on a given day through highly visible placements.

TikTok says these new ad formats will allow brands to maximize their reach, but are more disruptive than current ad placements on the platform. For example, seeing an ad within the first second of opening an app can be annoying, and users may not want to see three ads for the same brand within just 15 minutes. However, TikTok does not consider these to be interruptions.

“TikTok is the place to go to see what everyone is talking about right now,” Cartoon Weiss, TikTok’s vice president and general manager of global business solutions, said in a press release. “Big cultural moments appear first on TikTok, but so do the everyday things people share. That means brands are joining the conversation rather than interrupting people. What makes TikTok unique is that ads exist within the content and products people already love. Whether it’s videos from creators, search results, or live shopping moments, brands can appear in a way that feels natural and helpful.”

Additionally, the social network is expanding its TikTok Pulse suite with a new “Pulse Mentions” tool that juxtaposes brands in moments when users are already discussing them and their categories. The new Pulse Tastemakers service allows brands to align their advertising with the creators they target.