- Brand Takeover is a full-screen TikTok ad shown the moment a user opens the app.
- Creative must be 3–5 seconds, 9:16 vertical, minimum 720×1280 px, in MP4, MOV, or AVI format.
- It's a Reservation buy — book directly with TikTok sales, not through self-serve auction.
- Only one Brand Takeover per category per day, giving your brand exclusive visibility.
- No in-feed CTAs exist in the creative — the only action is a tap to your linked destination.
- Lead with your brand or offer in the first frame — you have 3–5 seconds total.
Quick answer: Brand Takeover is TikTok's full-screen placement shown at app launch. Creative runs 3–5 seconds, must be 9:16 vertical at a minimum of 720×1280 px, and is booked directly through TikTok sales as a Reservation buy.
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What Is a TikTok Brand Takeover Ad?
A Brand Takeover appears the moment a user opens TikTok. Full screen. No scrolling required. TikTok shows only one Brand Takeover per category per day, so you get exclusive share of voice in your niche.
Brand Takeover is a Reservation buy. You contact TikTok's sales team directly rather than bidding through Ads Manager. Budget minimums are custom and negotiated per campaign.
Creatives can link to an external landing page, an app download, or a TikTok Branded Hashtag Challenge.
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Brand Takeover Specs & Requirements
Get these right before production starts. TikTok will reject creatives that miss spec.
Video duration & format
Brand Takeover videos must be 3 to 5 seconds long. Static images display for exactly 3 seconds. Every frame carries weight at this length.
Accepted video formats: MP4, MOV, and AVI.
Dimensions & aspect ratio
The primary aspect ratio is 9:16 vertical. TikTok also accepts 1:1 square and 16:9 landscape, but vertical fills the entire screen. That is the format to default to.
Recommended resolution is 1080×1920 px. Minimum accepted is 720×1280 px. Shoot or render at 1080×1920 whenever possible.
File type & file size
Use MP4, MOV, or AVI for video. Static images use standard image formats. Check TikTok Ads Manager directly for current file size limits before uploading, as these change.
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Step-by-Step: How to Create a Brand Takeover
1. Plan your creative
You have 3 to 5 seconds. Choose one message. One benefit, one offer, or one emotion. Write the hook before you open any creative tool.
Brand Takeover does not support in-feed interactive CTAs within the video itself. The only action a viewer can take is tapping to your linked destination.
2. Generate or shoot your 3–5 second creative
Film vertically at 1080×1920 px. Or use an AI creative tool to generate a 9:16 static or motion ad. Keep text and key visuals in the center of the frame. Edges can be cropped or obscured on some devices.
Keep the visual simple. You do not have time to build context.
3. Ensure correct specifications
Before uploading, confirm three things. Duration is 3–5 seconds. Resolution is at least 720×1280 px. File format is MP4, MOV, or AVI.
Videos longer than 5 seconds do not qualify. Resolution below 720×1280 px risks rejection. Export at the highest quality your workflow allows.
4. Upload to TikTok Ads Manager
Log in to TikTok Ads Manager. Create a new campaign. Select the Brand Takeover placement. Upload your creative to the asset library.
Brand Takeover is a Reservation placement. Your campaign setup runs in coordination with your TikTok sales contact, not through the standard self-serve flow. Per TikTok's Ad Serving Policy, Brand Takeover is classified as a standard ad order alongside TopView and In-Feed Ads.
5. Set your placement & budget
Work with your TikTok rep to confirm availability in your target category, region, and date range. Minimum spend is custom and negotiated directly. Lock dates early. Only one brand per category per day is allowed, and popular categories fill fast.
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Best Practices & Pro Tips
Vertical format optimization
Shoot or render natively at 9:16. Do not letterbox a horizontal video into a vertical frame. Black bars waste screen space and signal a non-native creative. Fill every pixel.
Sound-on considerations
TikTok is a sound-on platform. Include audio. Music, voiceover, or both. Strong audio reinforces the visual in the 3–5 seconds you have. Muffled or unclear audio is flagged under TikTok's ad guidelines.
Hook viewers in the first second
The first frame sets the tone. Lead with your brand mark, headline offer, or a recognizable visual. Do not build up to the message. Motion or bold text in the opening frame stops the app before the user even thinks to swipe.
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Accelerate Brand Takeover Creation with Coinis
Brand Takeover demands fast, polished creative at exact specs. Coinis generates vertical ad images from a product URL using cutting-edge AI models. It applies your brand voice automatically from your Brand Profile. Every asset lands in your Creative Library, organized and ready to reuse across campaigns.
Need to resize an existing creative to 9:16? Smart Resize in Coinis Revise adapts any image to vertical format in one click.
Coinis publishes directly to Meta today. TikTok direct publishing is on the roadmap. Use Coinis to produce and iterate your Brand Takeover creatives fast, then upload the final files to TikTok Ads Manager yourself.
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Frequently Asked Questions
Is TikTok Brand Takeover available through the self-serve auction?
No. Brand Takeover is a Reservation buy. You contact TikTok's sales team directly to book availability, confirm dates, and negotiate minimum spend. It is not available through standard Ads Manager bidding.
How long can a TikTok Brand Takeover ad be?
Video Brand Takeovers must be 3 to 5 seconds. Static image Brand Takeovers display for 3 seconds. There is no option to extend beyond 5 seconds for this placement.
What resolution should I use for a Brand Takeover ad?
Recommended resolution is 1080×1920 px at 9:16 aspect ratio. The minimum accepted resolution is 720×1280 px. Higher resolution produces sharper results on modern device screens.
Can a Brand Takeover ad include a clickable CTA button?
Brand Takeover does not support interactive in-feed CTA buttons within the creative itself. The ad can link to an external landing page, an app download, or a TikTok Branded Hashtag Challenge when a viewer taps the screen.