TikTok added two new ad formats for retailers: Logo Takeover for brand visibility and Prime Time for premium placement during peak engagement hours.
1 min read
What changed
TikTok launched two new ad formats targeting retail advertisers: Logo Takeover and Prime Time
Logo Takeover gives brands prominent logo placement at the top of the For You feed
Prime Time guarantees ad delivery during peak user engagement hours on the platform
TikTok's global ad revenue is forecast to reach $34.8 billion in 2026
What it means
These formats give Australian retailers more control over when and how their brand appears on TikTok. Logo Takeover is a pure awareness play, useful for product launches and seasonal campaigns. Prime Time solves the timing problem: instead of hoping the algorithm serves your ad at the right moment, you can lock in delivery during the hours your audience is most active.
What to do
If you are running TikTok ads for an Australian retail brand, request access to both formats through your TikTok Ads Manager or agency rep
Test Logo Takeover for upcoming product launches or sale events where top-of-mind visibility matters
Use Prime Time for campaigns where engagement rate (not just reach) is the primary KPI
Compare performance against standard In-Feed ads to measure the premium's ROI before committing larger budgets
Source: Social Media Today, SocialBee (April 2026)