TikTok Brand Takeover Ads: The Ultimate Guide for Marketers

Introduction

With over 1 billion active users worldwide, TikTok has become a powerhouse for digital marketing. Brands looking to make an immediate impact on the platform are increasingly turning to TikTok Brand Takeover Ads—one of the most effective advertising formats available. But what exactly are brand takeover ads on TikTok, and how can businesses leverage them to maximize reach and engagement? This guide will explore everything you need to know about TikTok brand takeover ads, including benefits, pricing, and best practices.

What Are TikTok Brand Takeover Ads?

TikTok Brand Takeover Ads are full-screen ads that appear immediately when a user opens the TikTok app. These high-impact ads can be in the form of images, GIFs, or short videos (3-5 seconds) and direct users to an external landing page or a TikTok Hashtag Challenge.

Unlike other TikTok ad formats, brand takeover ads on TikTok are exclusive—only one advertiser per category can take over the app per day, ensuring maximum visibility and minimal competition.

Why Use TikTok Takeover Ads?

If you're looking to create instant brand awareness, TikTok takeover ads are one of the best choices. Here’s why:

• Maximum Exposure: Since the ad appears upon app launch, it guarantees instant visibility.
• Highly Engaging: The full-screen format captures users’ attention without distractions.
• Exclusive Placement: Only one brand per category can run a takeover ad daily, eliminating direct competition.
• Clickable CTA: Directs users to a website, app download page, or TikTok challenge, driving conversions.
• Data-Driven Targeting: TikTok’s AI ensures ads are shown to the most relevant audience segments.

TikTok Brand Takeover Ads vs. Other TikTok Ad Formats

Understanding how brand takeover ads on TikTok compare to other ad types can help you determine whether they are the right fit for your campaign.

Feature	Brand Takeover Ads	In-Feed Ads	TopView Ads	Branded Hashtag Challenge
Placement	App launch screen	User feed	First in-feed post	Hashtag challenge page
Format	Full-screen image/GIF/video	Native-style video	Full-screen video (longer format)	User-generated content
Duration	3-5 seconds	Up to 60 seconds	Up to 60 seconds	Multiple user-created videos
Engagement	High	Medium	High	Very High
Competition	Exclusive (1/day)	Shared	Shared	Community-driven
Best For	Brand awareness, product launches	Engagement, app installs	Brand awareness with engagement	Viral marketing, user participation

How Much Do TikTok Takeover Ads Cost?

TikTok brand takeover ads are premium ad placements, which means they come with a higher price tag compared to other formats. Pricing varies depending on factors like location, audience targeting, and campaign objectives, but here’s a general cost estimate:

• Brand Takeover Ads: Starting from $50,000 per day, reaching millions of users instantly.
• TopView Ads (similar to Brand Takeover but appears as the first in-feed video): $65,000 - $100,000 per day.
• Branded Hashtag Challenges (often paired with Brand Takeover Ads): $150,000+ per campaign.

Despite the high cost, the exclusivity and guaranteed impressions make TikTok ads brand takeover a valuable investment for large-scale campaigns.

Best Practices for Running TikTok Brand Takeover Ads

To maximize the impact of your TikTok brand takeover ads, follow these expert strategies:

1. Create Eye-Catching Visuals

• Use high-quality, vibrant colors and engaging visuals.
• Keep videos between 3-5 seconds to ensure a strong first impression.

2. Have a Clear CTA (Call-to-Action)

• Direct users to a landing page, app download, or hashtag challenge.
• Use action-oriented words like "Shop Now," "Join the Challenge," or "Learn More."

3. Leverage Data for Targeting

• Utilize TikTok’s AI-driven targeting to reach the most relevant audience.
• Define audience segments based on age, gender, interests, and behaviors.

4. Pair with Other TikTok Ad Formats

• Combine brand takeover ads TikTok with Branded Hashtag Challenges or TopView Ads for increased engagement.
• Reinforce messaging through organic content and influencer collaborations.

5. Monitor Performance & Optimize

• Track metrics like impressions, click-through rate (CTR), and conversions.
• Adjust creatives, targeting, or CTA based on performance insights.

Case Studies: Brands Winning with TikTok Brand Takeover Ads

Example 1: Nike’s TikTok Takeover Success

Nike ran a TikTok brand takeover ad featuring a high-energy, sports-driven short video that led users to a Branded Hashtag Challenge. Within 24 hours, the campaign generated:

• Millions of impressions
• Over 1.2 million hashtag challenge entries
• A 12% increase in engagement rates

Example 2: Guess’s Fashion Campaign

Guess used brand takeover ads on TikTok to promote a new clothing line, directing users to a hashtag challenge with the CTA "#InMyDenim". The result:

• 14.3% engagement rate
• Over 10 million views within days

Conclusion

TikTok brand takeover ads offer an unparalleled opportunity to create instant brand awareness and engagement. While the cost may be high, the exclusive placement, high visibility, and strong conversion potential make it a worthwhile investment for brands looking to make a splash on TikTok.

If you’re ready to elevate your TikTok advertising strategy, consider incorporating brand takeover ads into your next campaign for maximum impact.