Imagine hijacking millions of screens the moment someone opens TikTok—bam, your brand’s there, front and center, impossible to ignore. That’s the electric allure of TikTok Brand Takeover Ads, a bold advertising power move that’s redefining how businesses seize attention in 2025. 

Unlike your average ad, a brand takeover isn’t just a whisper in the feed—it’s a full-on spotlight, dominating the app’s launch screen with splashy visuals and instant impact. From brand takeover ads TikTok campaigns that go viral to TikTok brand takeover examples that set trends, this format is the ultimate flex for companies craving buzz. 

Whether you’re curious about brand takeover TikTok mechanics or itching to launch your own TikTok brand takeover ads, this guide unpacks it all—strategy, execution, and real-world wins—serving up the blueprint to make your brand the talk of the For You page.

What Is TikTok Brand Takeover Ads?

TikTok Brand Takeover Ads are a premium, full-screen ad format that appears immediately when a user opens the TikTok app. This ad type is designed to capture attention instantly, offering brands exclusive visibility by limiting it to one advertiser per day per category. It’s ideal for creating a bold first impression and driving brand awareness.

How It Works?

When a user launches TikTok, the Brand Takeover Ad displays as a static image (3 seconds), GIF, or video (3-5 seconds) before transitioning into an In-Feed video or redirecting to a landing page, hashtag challenge, or brand profile. It leverages TikTok’s high user engagement by ensuring the ad is the first thing seen, with no competing content at that moment. The exclusivity (one brand per day) maximizes impact and minimizes ad fatigue.

Brand Takeover Ads Specs

• Duration: 3-5 seconds (static image or video).

• File Types: JPG or PNG (static); MP4 or MOV (video).

• Aspect Ratio: 9:16 (vertical, full-screen).

• Resolution: Minimum 540x960px, recommended 1080x1920px.

• File Size: ≤500MB (video), ≤10MB (image).

• Text: Ad description limited to 80 characters (Latin) or 40 characters (Asian languages), no emojis or special characters.

• CTA: Optional call-to-action (e.g., "Shop Now," "Learn More") linking to external sites or in-app destinations.

How To Run?

1. Set Up TikTok Ads Manager: Create an account on TikTok For Business (ads.tiktok.com).

2. Contact TikTok Rep: Brand Takeover is a reserved ad format, requiring coordination with a TikTok sales representative rather than self-service setup.

3. Define Campaign Goals: Choose objectives like awareness, traffic, or engagement.

4. Create Ad Content: Design a high-impact visual or video adhering to specs.

5. Submit for Approval: Upload your ad via TikTok Ads Manager and await review (typically within 24 hours).

6. Launch: Once approved, the ad runs exclusively for your chosen day.

Pros and Cons of TikTok Brand Takeover Ads

Pros:

• High Visibility: Guaranteed first impression with full-screen placement.

• Exclusivity: Only one brand per day, reducing competition.

• Strong Engagement: Ideal for brand awareness with clickable CTAs.

• Mass Reach: Over 90% of TikTok users open the app daily, ensuring exposure.

Cons:

• High Cost: Expensive compared to other formats, targeting brands with larger budgets.

• Short Duration: Limited to 3-5 seconds, requiring concise messaging.

• Limited Frequency: One-day exclusivity restricts long-term campaigns.

• Not Self-Serve: Requires TikTok rep coordination, less flexible for small businesses.

Cost of TikTok Brand Takeover

Brand Takeover Tiktok ads Costs vary by market and campaign scope but typically start at $50,000 USD per day in major regions like the U.S. TikTok often guarantees 5 million impressions for this price, though costs can range up to $120,000 depending on targeting and demand. In Vietnam or smaller markets, prices may be lower but still premium, often requiring negotiation with TikTok’s sales team.

TikTok Brand Takeover Example

Let’s dive deeper into the "TikTok Brand Takeover Examples" section by analyzing two specific cases—Guess and Mercedes-Benz—along with additional insights into how these campaigns leveraged the Brand Takeover format, their strategies, and measurable outcomes. I’ll also include a hypothetical example to illustrate versatility.

1. Guess (Fashion Brand) - #InMyDenim Campaign

Campaign Overview: Guess, a global fashion brand, used a Brand Takeover to promote its denim line in 2018, one of TikTok’s early high-profile ad campaigns. The Brand Takeover was the entry point, immediately greeting users with a 5-second video of influencers wearing Guess jeans, transitioning into an In-Feed ad and linking to the #InMyDenim hashtag challenge.

Execution:

1. Visuals: The Takeover featured a dynamic video of models dancing in Guess denim, paired with upbeat music to align with TikTok’s energetic vibe.

2. Integration: It seamlessly flowed into a hashtag challenge encouraging users to show off their own denim looks, amplifying user-generated content (UGC).

3. Supporting Elements: Combined with TopView and Branded Effects (custom denim-themed filters), creating a multi-touchpoint campaign.

4. Results:

• Engagement: Achieved a 14.3% engagement rate, far exceeding typical benchmarks (2-5% for social ads).

• Growth: Gained 12,000+ new followers in six days.

• Reach: Generated over 5.5 million hashtag video views, showcasing viral potential.

5. Analysis: The Brand Takeover’s full-screen impact grabbed attention instantly, while the hashtag challenge extended its lifespan. Guess capitalized on TikTok’s community-driven culture, turning a one-day ad into a week-long conversation. The high engagement reflects how the format suits visually appealing, youth-targeted brands.

2. Mercedes-Benz - #MBStarChallenge

Campaign Overview: In 2020, Mercedes-Benz launched a Brand Takeover to promote its luxury vehicles, targeting younger demographics on TikTok. The ad kicked off the #MBStarChallenge, encouraging users to mimic the Mercedes logo with creative poses or dances.

Execution

1. Visuals: The Takeover was a 5-second video showing a sleek Mercedes car followed by influencers forming the iconic three-pointed star with their bodies, set to a catchy beat.

2. Integration: Linked to a hashtag challenge and included a CTA driving traffic to Mercedes’ TikTok profile and website.

3. Supporting Elements: Used Branded Effects (e.g., a star-shaped filter) to enhance participation.

4. Results:

• Engagement: 17.5% click-through rate (CTR), exceptional for a luxury brand on a Gen Z platform.

• User Participation: 185,000 user-generated videos created.

• Reach: Over 180 million views of challenge content.

5. Analysis: The Brand Takeover’s exclusivity ensured Mercedes stood out in a crowded luxury market, while the challenge made a premium brand feel accessible and fun. The high CTR suggests the ad’s brevity and creativity resonated, driving both awareness and interaction. This example shows how Brand Takeover can bridge niche audiences (luxury buyers) with TikTok’s mass appeal.

3. Hypothetical Example: Coca-Cola - #RefreshTheMoment

Campaign Overview: Imagine Coca-Cola launching a Brand Takeover in 2025 to promote a new flavor. The ad appears as users open TikTok, showing a 3-second clip of a Coke bottle fizzing open, followed by a celebrity sipping it.

Execution:

1. Visuals: A vibrant, colorful static image with the tagline “Refresh the Moment,” transitioning to an In-Feed video of people enjoying the drink in quirky scenarios (e.g., skateboarding, dancing).

2. Integration: Links to a landing page for a sweepstakes (win free Coke for a year) and a hashtag challenge (#RefreshTheMoment) encouraging users to share their refreshment moments.

3. Supporting Elements: A custom AR filter adding fizzing bubbles to user videos.

4. Potential Results:

• Engagement: Likely a 10-15% engagement rate due to Coca-Cola’s broad appeal and interactive elements.

• Reach: Could generate 10 million+ impressions in one day, with millions more via UGC.

5. Analysis: The Brand Takeover would leverage Coca-Cola’s brand recognition, using its short duration to tease curiosity and the challenge to sustain momentum. This hypothetical case highlights how the format suits mass-market brands aiming for instant impact and prolonged buzz.

Key Takeaways from Examples

• Immediacy: All examples (Guess, Mercedes, Coca-Cola) use the Takeover’s first-impression advantage to hook users with bold visuals or recognizable branding.

• Extension: Success hinges on integrating with other TikTok features (hashtags, filters, In-Feed ads) to extend the ad’s life beyond 5 seconds.

• Audience Fit: Guess targeted fashion-forward youth, Mercedes reframed luxury for Gen Z, and Coca-Cola (hypothetically) would appeal broadly—showing the format’s flexibility across industries.

• Metrics: High engagement (14-17%+) and massive reach (millions of views) are common, but success depends on clear CTAs and creative alignment with TikTok’s playful tone.

These examples illustrate that TikTok Brand Takeover Ads excel when paired with interactive follow-ups, tailored to the brand’s identity and audience. Let me know if you’d like me to explore another case or refine this further!

Summary

TikTok Brand Takeover Ads are a high-impact, exclusive ad format that dominates the screen when users open the app, lasting 3-5 seconds with options for images or videos. 

It requires TikTok Ads Manager setup and a sales rep, costing around $50,000-$120,000 per day for 5 million+ impressions. Pros include unmatched visibility and engagement, while cons are its high cost and short duration. 

Examples like Guess and Mercedes-Benz show its potential for brand awareness and viral reach, making it best for established brands with significant budgets.