TikTok is rolling out new advertising formats that many users are unlikely to enjoy. The company announced a “Logo Takeover” feature that displays a brand’s logo as soon as the app is opened. The format aims to increase brand visibility and user engagement but will expose users to ads immediately.
Another new format, “Prime-Time Ads,” shows a series of three ads from the same company within 15 minutes. These ads can appear during live events or high-engagement periods, allowing brands to reach audiences at specific moments.
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A third update merges “Top View” and “Top Feed” formats. Previously, Top View ads appeared when users opened the app, and Top Feed ads appeared in the For You feed. The merge consolidates ad delivery, potentially showing users more ads across the platform.
TikTok says these changes will help brands reach a wider audience and reflect partnership, credibility, and cultural connection. However, users will now encounter more frequent ads, including multiple ads from the same company in a short period.
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While TikTok emphasizes benefits for advertisers, many users are concerned about intrusive ad experiences. Opening the app to instant ads and repeated brand messages could reduce the overall enjoyment of the platform.