TikTok is expanding its advertising business with a slate of new premium ad formats aimed at giving brands more visibility across the app.
The updates were revealed during IAB NewFronts 2026, where TikTok introduced several new ad products, including one that places a brand directly on the app’s opening screen.
TikTok unveils “Logo Takeover”
One of the biggest announcements is Logo Takeover, a new ad format that allows brands to appear alongside TikTok’s own logo when users first open the app. Unlike standard in-feed ads, this placement appears before users even start scrolling, giving advertisers one of the most visible spots on the platform.
TikTok says the feature is designed to create a strong first impression and tie a brand more closely to major cultural moments happening on the app. According to the company, Warner Bros. was among the first advertisers to test the feature, using it to promote “Supergirl” (2026). TikTok says the campaign delivered double-digit lifts in awareness and intent.
More high-impact ad formats are coming
TikTok also introduced Prime Time, a sequential ad format that allows a brand to show up to three ads to the same user within a 15-minute window. The idea is to help advertisers tell a more continuous story during high-attention moments, such as live events or major launches.
Another new product, TopReach, combines two of TikTok’s existing premium placements, TopView and TopFeed, into a single ad buy. This gives advertisers access to both the first ad shown when the app opens and the first ad that appears in the For You feed, potentially maximizing one-day reach.
TikTok expands Pulse for brands
In addition to the new placements, TikTok is also expanding its Pulse advertising suite.
The company announced Pulse Mentions, which places ads next to conversations already happening about a brand or product category, and Pulse Tastemakers, which aligns ads with a curated group of eligible creators.
Overall, TikTok’s NewFronts rollout makes one thing clear: the platform is doubling down on advertising infrastructure as it competes more aggressively for major brand budgets in 2026.