TikTok ads set to become more intrusive for users

TikTok announced on Tuesday that it is rolling out several new advertising formats, including one that places a brand’s logo alongside TikTok’s branding on the app’s launch screen when users open it.

The new format, called “Logo Takeover,” allows companies to co-brand directly with TikTok at the very first moment of user interaction. This placement is designed to capture immediate attention when the app launches. According to TikTok, the format is intended to highlight partnerships, build credibility, and reinforce cultural relevance while giving advertisers access to a broad audience right from the start.

Another addition is the “Prime Time” ad format, which enables advertisers to deliver a sequence of ads during specific time windows. These could align with live events or other high-engagement periods. With this format, a single advertiser can show three consecutive ads to the same user within a 15-minute window, allowing brands to present a continuous narrative when user activity is at its peak.

TikTok has also introduced a “Top Reach” ad format, which combines two of its existing placements — TopView and TopFeed. TopView is the first advertisement a user sees upon opening the app, while TopFeed is the first ad that appears in the For You feed. By merging these two placements, TikTok says brands can maximise daily reach through highly visible ad positions.

While TikTok promotes these formats as effective tools for advertisers to increase visibility and engagement, they are likely to feel more disruptive compared to current ad placements. For example, encountering an ad immediately upon opening the app may be frustrating for some users, and seeing multiple ads from the same brand within a short time frame could lead to fatigue.

Despite these concerns, TikTok maintains that its advertising approach blends naturally into the user experience. Khartoon Weiss, VP and GM of Global Business Solutions at TikTok, said in a press release that the platform is where users go to discover what people are talking about in real time. She emphasised that brands are not interrupting users but rather participating in ongoing conversations, as ads are integrated into content that users already engage with — including creator videos, search results, and live shopping experiences.

In addition to these formats, TikTok is expanding its Pulse advertising suite with new tools. The “Pulse Mentions” feature allows brands to appear alongside content where users are already discussing them or related topics. Meanwhile, “Pulse Tastemakers” enables advertisers to align their campaigns with selected creators, helping brands connect with audiences through influential voices on the platform.

These updates signal TikTok’s continued push to deepen its advertising ecosystem, even as it navigates the balance between user experience and monetisation.