TikTok expands ad offerings with new premium formats and Pulse tools

TikTok introduced a suite of new advertising products at the 2026 IAB NewFronts, including premium formats and expanded tools designed to help brands reach audiences during high-engagement moments.

The company unveiled new offerings including Logo Takeover, Prime Time, TopReach and additions to its TikTok Pulse suite, aimed at increasing visibility and aligning ads with trending content.

Logo Takeover is a new format that allows brands to co-brand with TikTok at app launch, displaying an exclusive placement when users first open the platform. TikTok said the format is designed to capture immediate attention and provide broad reach.

Warner Bros. used the format to promote the upcoming release of “Supergirl,” targeting movie and comic book audiences. “We’re thrilled to be the first to have success with TikTok’s Logo Takeover and look forward to continuing our partnership,” said Dana Nussbaum, co-head of global motion picture marketing at Warner Bros.

TikTok also introduced Prime Time, a sequential ad format that delivers up to three ads from a single advertiser to the same user within a 15-minute window during live events or peak activity periods.

TopReach combines the platform’s TopView and TopFeed placements into a single buy, giving advertisers access to high-visibility positions both at app launch and within the For You feed to maximize daily reach.

The company also expanded its TikTok Pulse offering with Pulse Mentions and Pulse Tastemakers. Pulse Mentions places ads alongside content where brands or categories are actively being discussed, while Pulse Tastemakers allows advertisers to align campaigns with selected creators.

“TikTok is where people go to see what everyone is talking about right now,” said Khartoon Weiss, vice president and general manager of global business solutions at TikTok. “Our newest ad products make it easier for businesses to reach the communities that care about them and actually drive action, not just views.”

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