1 min read
What changed
TikTok launched two new ad formats targeting retail advertisers: "Logo Takeover" and "Prime Time."
Logo Takeover gives brands prominent visual placement with logo integration across high-traffic surfaces.
Prime Time places ads during peak engagement hours for maximum visibility.
What it means
TikTok is building premium ad products that compete directly with TV-style brand placements. Logo Takeover is designed for awareness campaigns where share of voice matters more than click-through. Prime Time is TikTok's answer to dayparting but built natively into the platform's engagement patterns. For Australian retailers with brand budgets, these formats offer a way to dominate attention during high-traffic periods without competing purely on auction pricing.
What to do
Contact your TikTok Ads representative to check availability and pricing for the Australian market
Evaluate Logo Takeover for upcoming product launches or seasonal campaigns where brand visibility is the goal
Test Prime Time placements against your existing TikTok campaigns to compare engagement rates
Ensure your creative is designed for full-screen vertical format with strong branding in the first 2 seconds
Source: SocialBee and Social Media Today (April 2026)
