TopView ads are TikTok's most premium advertising format—the first video users see when they open the app. With guaranteed visibility and full-screen immersion, TopView delivers unmatched attention for brands willing to invest in maximum impact.
This guide covers everything you need to know about TopView ads: how they work, what they cost, when they make sense, and how to measure success.
TopView ads appear immediately when users open TikTok, occupying the entire screen before any other content loads. This placement guarantees your message is the first thing users see during their session.
When a user opens TikTok, the TopView ad plays automatically with sound on. After 3 seconds, users can skip to their For You feed—but those initial seconds capture attention when engagement is highest.
Key characteristics:
TikTok offers two premium "first impression" ad formats that are often confused:
| Feature | TopView | Brand Takeover |
|---|---|---|
| Format | Video (up to 60 sec) | Static image or 3-5 sec video |
| Sound | Auto-plays with sound | Varies |
| Duration | Skippable after 3 sec | 3-5 seconds total |
| Daily limit | One per user | One per user |
| Best for | Storytelling, product launches | Quick brand impressions |
TopView is generally preferred for campaigns requiring storytelling or product demonstration, while Brand Takeover works for simple brand awareness with maximum frequency.
How does TopView compare to standard In-Feed ads?
| Metric | TopView | In-Feed Ads |
|---|---|---|
| Placement | First ad when opening app | Mixed with organic content |
| Guaranteed views | Yes | No (algorithm-dependent) |
| Average CPM | $10-$20 | $3-$10 |
| Skip option | After 3 seconds | Immediate scroll |
| Engagement rate | Higher (captive attention) | Variable |
TopView delivers guaranteed attention at premium prices, while In-Feed ads offer more cost-efficient reach with variable attention quality.
TopView ads command premium pricing due to their guaranteed visibility and limited inventory.
According to industry pricing data, TopView ads typically cost:
| Metric | Typical Range |
|---|---|
| CPM | $10-$20 per 1,000 impressions |
| Daily minimum | Varies by market (often $50,000+) |
| Buying method | Reservation-based |
Unlike auction-based In-Feed ads, TopView inventory is typically purchased through TikTok's managed service team on a reservation basis. This means:
TopView is designed for brands with significant budgets seeking maximum impact:
| Brand Size | TopView Fit | Alternative |
|---|---|---|
| Enterprise ($100K+ monthly) | Excellent for launches, events | - |
| Mid-market ($20K-$100K monthly) | Occasional use for key moments | Spark Ads, In-Feed |
| Small business ($1K-$20K monthly) | Generally not accessible | In-Feed, Spark Ads |
For most brands, TopView works best as a campaign spike during product launches, seasonal peaks, or brand moments rather than always-on advertising.
While CPMs are higher, TopView often delivers strong ROI for the right campaigns because:
According to TikTok's internal research, TopView ads drive 67% higher engagement than standard In-Feed placements.
TopView isn't for every campaign. Here's when the premium placement makes strategic sense.
Product Launches New product announcements benefit from the "announcement moment" TopView creates. The guaranteed visibility ensures your launch message reaches maximum users on day one.
Brand Awareness Campaigns When brand recognition is the primary goal—especially for new market entrants—TopView delivers unmatched awareness lift per impression.
Seasonal Tentpole Events Black Friday, holiday campaigns, and cultural moments when competition for attention peaks. TopView guarantees your message isn't lost in the noise.
Entertainment Releases Movie premieres, album drops, game launches, and event promotions where urgency and excitement drive the campaign.
Partnership Announcements Major collaborations, celebrity partnerships, or brand moments worth celebrating at scale.
Direct Response Campaigns If your goal is efficient conversions at target CPA, In-Feed ads with conversion optimization typically outperform TopView on cost-per-acquisition.
Always-On Advertising The reservation model and premium pricing make TopView impractical for continuous campaigns. Use In-Feed or Spark Ads for ongoing presence.
Testing Creative Don't test creative concepts with TopView budget. Validate creative performance through In-Feed testing first, then scale winners to TopView.
Limited Budgets If your total monthly budget is under $50,000, TopView likely consumes too large a share for balanced media mix.
TopView ads have specific technical requirements and creative best practices.
| Specification | Requirement |
|---|---|
| Aspect ratio | 9:16 (vertical) |
| Resolution | 1080 x 1920 pixels minimum |
| File size | Up to 500MB |
| Video length | 5-60 seconds |
| File formats | MP4, MOV, MPEG, AVI |
| Audio | Required (auto-plays with sound) |
Hook in the First Second Users can skip after 3 seconds. Your most compelling visual should appear immediately—no slow builds or logo sequences.
Design for Sound-On Unlike most social video where sound is optional, TopView auto-plays with audio. Use music, voiceover, and sound design intentionally.
Match TikTok's Native Feel Even premium placements perform better when creative feels native to the platform. Avoid overtly polished, TV-commercial aesthetics.
Clear Call-to-Action Include a visible CTA that tells users what to do next. TopView supports clicks to websites, app stores, or hashtag challenges.
Mobile-First Design All text and key visuals must be readable on mobile screens. Test on actual devices before launch.
Evaluate TopView campaigns with metrics appropriate for premium awareness placements.
| Metric | What It Measures | Benchmark |
|---|---|---|
| Video Views | Raw reach | Guaranteed by buy |
| View-Through Rate | Completion percentage | 20-40% for 15-sec |
| Engagement Rate | Likes, comments, shares | 2-5% |
| Click-Through Rate | CTA clicks | 0.5-2% |
For TopView campaigns, TikTok offers brand lift studies measuring:
These studies require minimum spend thresholds but provide the clearest picture of TopView's brand impact.
TopView primarily drives awareness—conversions often occur later through other channels. Track:
Use post-campaign analysis windows of 7-14 days rather than same-day attribution.
TopView ads typically run $10-$20 CPM, with daily minimums often exceeding $50,000 depending on market and timing. Pricing is reservation-based through TikTok's managed service team rather than self-serve auction.
TopView is generally designed for enterprise advertisers due to minimum spend requirements. Small businesses achieve better results with In-Feed ads and Spark Ads at lower budgets.
TopView ads can be up to 60 seconds long, though shorter formats (15-30 seconds) often perform better. Users can skip after 3 seconds, so front-load your key message.
TopView is a video format (up to 60 seconds) while Brand Takeover is typically a static image or 3-5 second video. TopView offers more storytelling capacity; Brand Takeover delivers maximum frequency.
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