The document discusses different ad formats on TikTok including TopView, Brand Takeover, In-Feed ads, and Hashtag Challenges. TopView is a video ad format that plays for the first 3 seconds when a user opens the app, then transforms into an in-feed ad. Brand Takeover is similar but uses a 3 second image or gif with sound off. In-Feed ads appear as videos within the For You feed. Hashtag Challenges invite users to create videos with a branded theme. The formats are designed to grab user attention, drive engagement through interactive elements, and link to internal or external pages. Targeting options and frequency caps apply to the different ad placements.

1. Ad Formats
Ad Formats
Ad Formats

2. Standard Ads Engagement Products
TikTok Ads Family
TopView Brand Takeover In-Feed Ads Hashtag Challenge

3. TopView
A Great Way To Tell
Immersive Brand Stories​
GarudaFoodSamsung eBayMcDonald’s
TopView Brand Takeover In-Feed Ads Hashtag Challenge

4. Why
TopView?
TopView is a video ad format that
showcases your brand immediately
when users open TikTok.
It pops out as organic content in first 3
seconds, then vividly transforms into in-
feed ads format as the first video of For
You Feed.
TopView
Open App
……
It offers:
 5-60 seconds video
 Auto-play
 Up to 1Sound-on
 Up to 100% SOV
User
For You Feed​
TopView Brand Takeover In-Feed Ads Hashtag Challenge

5. How
TopView
works​?
First 3s
Grab consumers’
attention with
impactful opening
and sound-on
experience
Maximum
Awareness
Full-screen
Display
Sound on
Allow ‘Skip’ ad
Seamless
Transformation
4-60s
Engage audiences with
multiple destination
options
Immersive
Experience
Embedded in ‘For You’
page
Supports like, comment,
share, visit brand
account homepage or
music page, or external
webpages
*No app deeplinks
allowed
*Up to 5 frequency cap
per user per day
Internal Landing
Page/HTC/Profile page
TopView Brand Takeover In-Feed Ads Hashtag Challenge

6. 7 Unique
TopView
Features
TopView Brand Takeover In-Feed Ads Hashtag Challenge
1. A Unique format
2. Always The First
3. Up to 100% SOV​
4. Auto-play+ Sound on
5. Engagement icons support
6. Skippable
7. Supports up to 60-secs of video duration (10~15sec optimal)

7. Brand
Takeover
Impactful Online
Window Shopping​
TopView Brand Takeover In-Feed Ads Hashtag Challenge
Vans Lays GrubHub

8. Brand
Takeover
Compared to TopView, Brand Takeover
is shorter and quieter (sound-off), that
is attention grabbing even in the first 3
seconds.​
TopView
Open App
……
It offers:
 3s image/3-5s video​
 Auto-play
 Sound off
 Up to 100% SOV
User
For You Feed​
TopView Brand Takeover In-Feed Ads Hashtag Challenge

9. How
Brand
Takeover
works​
First 3s Image
or 3-5s
gif/video
(Highly Recommended)​​
Grab consumers’ attention with
impactful opening experience​
Maximum Awareness
Take over the screen for 3 to 5
seconds.​
“Make users want to click.”​
Full-screen Display
Allow ‘Skip’ ad
Internal Landing
Page/HTC/Profile page or
External webpages
*No app deeplinks allowed
*Up to 5 frequency cap per user per da1y
TopView Brand Takeover In-Feed Ads Hashtag Challenge

10. 5 Unique
Brand
Takeover
Features
1. The First
2. Up to 100% SOV​
3. Skippable
4. Allows links to Internal TikTok Landing Page such as HTC or Account
Profile page
5. Auto-play+ Sound off​
TopView Brand Takeover In-Feed Ads Hashtag Challenge

11. In-Feed ads
Part of "For You" feed
TopView Brand Takeover In-Feed Ads Hashtag Challenge
A storytelling video ad embedded within the ‘For You’ feed, with multiple
clickable elements such as external landing pages, apps or
drive users to engage with your Hashtag challenges and Business
Accounts
• In-Feed One Day Max: Ad creative appears as the 4th video in the
TikTok 'For You' feed, at 100% SOV on CPT
• In-Feed Brand Premium: Purchase by CPM and guarantees
impressions, with the ad displayed in top 130 random video
locations in 'For You' Feed.
• Targeting options by demographics, location, device, and
basic interest levels available
• Can choose between Account or Diversion format
Account Format
*Needs TikTok Account
Diversion Format
*No need for TikTok Account

12. Engaging
In-feed Ads
Formats
Premium BadgeSuper Likes Voting CardsInteractive Cards
Engagement Formats
TopView Brand Takeover In-Feed Ads Hashtag Challenge

13. How
In-Feed Ad
works?
TopView
Open App
……User
In-feed ad serves
in 'For You' Feed
• Up to 60 seconds
• Sound-on, Auto-play
• CPD or CPM buy
• Multiple interactive cards available
• Frequency of 1 per day per user
• Targeting options available for In-
Feed Brand Premium
• Able to link to TikTok internal
pages, external webpages, and
app deeplinks
TopView Brand Takeover In-Feed Ads Hashtag Challenge

14. 5 Unique
In-Feed Ads
Features
1. The First
2. Up to 100% SOV​
3. Skippable
4. Allows links to Internal TikTok Landing Page such as HTC or Account
Profile page
5. Auto-play+ Sound off​
TopView Brand Takeover In-Feed Ads Hashtag Challenge

15. TikTok Branded
Hashtag Challenge
TopView Brand Takeover In-Feed Ads Hashtag Challenge
• A unique engaging format to generate mass exposure and attraction
around your brand, by inviting users to generate content with a
branded theme.
• Generate hundreds of thousands of UGC videos and millions of
views around your campaign initiatives
• Get TikTok users to become your unofficial brand ambassadors by
engaging the community in an authentic way
Initiated by hot
creators
Participated in by interested
creators and followers
Engages a larger
community
Easy to Participate

16. New way of
expression
& creativity
The Hashtag Challenge is a “call for
action”, initiated by an influencer, celebrity,
brand or just an individual, for user-
generated video creations focusing on a
specific theme. It enables the TikTok
community to take on a trending idea,
behavior or style, and then put their own
creative spin on it, giving it new life.
Capture authentic and inclusive life
moments from all ages.
#Area51 2B views#DNAtest 205M views
#Microwave Challenge 130M views
TopView Brand Takeover In-Feed Ads Hashtag Challenge

17. 5 key creative
elements to
leverage on in
a Hashtag
Challenge
TopView Brand Takeover In-Feed Ads Hashtag Challenge
Can we make it
interactive and not just
instructive?
Official Video
Leverage the quick beat
and rhythm of your
soundtrack to make
smarter edits
Soundtrack/Music
Tap into the trendy topic
or meme. Grab
mindshare by leveraging
festival seasons
Trends
Broaden the impact with
different interpretations of
a core idea
Influencers
Strengthen user’s
personality by showcasing
the brand stylishly
Branded Effects