TopView

TopView is a full-screen video ad that plays the moment someone opens the TikTok app.

You buy the very first thing a user sees. They tap the app icon, and before the feed loads, your ad takes over the whole screen with sound on and no other post competing for the eye. It runs on a reserved basis, so you book it ahead rather than winning it in the live auction.

Think of a phone launch. You want everyone who opens TikTok on launch day to see the reveal first, so you run a TopView so the ad is unavoidable for that opening moment. In your Ads Manager reporting you will see it grouped under reach and impression buys, not under the cost-per-result campaigns you run day to day.

The honest part is that this is a branding buy, not a performance one. You are paying a premium for guaranteed eyeballs, so do not judge it by the same cost-per-lead math you use for your auction campaigns, because it will look expensive every time.

You own the first second of the app. That is the whole pitch.