TikTok introduced four new brand advertising solutions at the IAB NewFronts on March 24, expanding its high-impact ad portfolio as new research points to growing consumer adoption of the platform for both entertainment and search.

New Formats Target Reach and Cultural Alignment

The platform launched Logo Takeover, a premium format that co-brands with TikTok at the moment users open the app, giving advertisers exclusive first-impression placement with no competing content. Warner Bros used the format ahead of the theatrical release of “Supergirl” and reported double-digit improvements in brand awareness and purchase intent.

“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, in an announcement.

Prime Time, a second new format, delivers up to three sequential ads from a single advertiser to the same user within a 15-minute window, enabling brands to build a continuous narrative during high-engagement periods. 

TopReach bundles TikTok’s existing TopView and TopFeed placements into a single buy, designed to maximize unique daily reach during tentpole moments.

Pulse Suite Expands to Include Mentions and Tastemakers

TikTok also expanded its Pulse ad suite, which guarantees adjacency to trending, brand-safe content, with two additions. Pulse Mentions places ads alongside content in which users are already discussing a brand or category. Pulse Tastemakers allows advertisers to align placements with a selection of eligible creators.

“Brands are not interrupting people; they are joining the conversation,” said Khartoon Weiss, VP and GM of Global Business Solutions at TikTok.

Advertiser Context

The announcements come as independent research firms document TikTok’s growing role in media mixes. A Haus study published in February found that consumer mobile app brands allocate an average of 19% of their combined search and social budgets to TikTok, the highest share among the business segments studied. DTC and e-commerce brands follow at 7%.

Separately, a January Adobe Express survey of more than 800 U.S. consumers found that 49% had used TikTok as a search engine, up from 41% in 2024, with Gen Z adoption reaching 65%.