Today, TikTok has announced the launch of three new advertising solutions, Logo Takeover, Prime Time and TopReach, in a move aimed at connecting brands with engaged, unique communities, it said.
Its Logo Takeover format enables brands to co-brand with TikTok when users open the app, to create what it called a “shared brand experience,” with broad reach. Meanwhile, Prime Time is a sequential ad format that gives brands the option to display up to three ads to the same user within a 15-minute time window.
The company said that this feature is designed for “immersive brand storytelling” during live events, tentpole moments, and high user periods.
TopReach combines two existing placements — TopView, the first ad spot users see when opening the app and TopFeed, a first in-feed ad spot that appears in the For You Feed — into a single buy, with a maximum one-day reach for advertisers, it said.
According to Khartoon Weiss, VP, GM, Global Business Solutions at TikTok, the new features are designed to allow brands to appear to audiences at times that feel “natural” or “useful.”
“Our newest ad products make it easier for businesses to reach the communities that care about them and actually drive action, not just views," said Weiss.
This product launch is the latest in a series of releases, as the social media platform continues to build out its adtech infrastructure. In just the last few years, TikTok has rolled out a suite of adtech solutions, from AI-powered ad campaign tools to performance ad solutions.
This is part of a broader shift towards becoming a full-funnel platform. Indeed, last year, David Kaufman, Global Head of Product Operations and Solutions at TikTok, shared that, following feedback from advertisers, it had zoned in on developing products for each stage of the marketing funnel.
Affiliate is part of this, too, with Affiliate Creatives for Ads launching in the summer of last year, a feature which allows brands to streamline their use of affiliate content in paid campaigns.
And despite the regulatory uncertainty of the last few years, the giant has demonstrated buoyancy. Looking ahead, some forecasts see its global ad revenue reaching $53.95 billion by 2027.
That said, regulatory scrutiny isn't limited to just the US; the EU is also reviewing TikTok’s operations.
Back in February, following an investigation, the EU determined that the company had breached the Digital Services Act due to its “addictive design.”
TikTok has been invited to respond to the findings and could face a non-compliance decision, which, the European Commission shared, could trigger a fine of up to 6% of its total worldwide annual turnover.
