As soon as users open the TikTok app, your brand can appear full screen, reaching millions instantly—that is the power of Brand Takeover Ads. According to data from TikTok For Business, this ad format holds a 100% display rate and can increase brand recognition up to 93% just seconds after first appearing. If you are looking for a market share advantage, capturing the spotlight at the "golden" moment when users open TikTok is an unmissable benefit.
At DPS.MEDIA, we have observed, Brand Takeover Ads not only excel at attracting attention but also help SMEs leave a mark right in the middle of the massive content ocean on this platform. This is especially important as users' attention spans get shorter, but the need for brand recall is increasingly high. In just 3 seconds, your message is delivered to millions of potential customers and creates a foundation for subsequent purchase actions.
Brand Takeover Ads also have the ability to limit the number of times shown per user per day, avoiding discomfort and maintaining a positive brand image. In the Vietnamese market, we have witnessed many SMEs achieve breakthrough revenue growth and transformation after only 1-2 weeks of running campaigns. If you want your brand to "leave a mark" from the very first moment, Brand Takeover Ads is the strategic choice worthy of investment on TikTok.
Discover TikTok Brand Takeover Ads and the potential to reach target audiences super fast
Display ads right from the first second, optimizing the first impression
TikTok Brand Takeover Ads help brands appear immediately when users open the app – without wasting a second to compete. According to a recent report from Harvard Business Review (2023), brand recall increased by 341% when broadcasting “wave” messages at the very first moment users go online.
Under the DPS.MEDIA lens, this format is extremely suitable for SMEs in need:
- Create super fast brand awareness
- Stimulate immediate exploration and interaction
- Close orders, strong conversion in a short time
Real data – Is TikTok Brand Takeover really different?
| Criteria | Brand Takeover | Regular advertising |
|---|---|---|
| Appearance | Full screen, right when opening the app | Mixed in feed, highly competitive |
| Click-through rate (CTR) | 8 – 16% | 1 – 2% |
| Reach quantity | Limited per day, exclusive timing | Unlimited, shared with many other brands |
Practical applications and lessons from Vietnamese businesses
With a budget under 50 million VND, a local milk tea brand cooperating with DPS.MEDIA has used Brand Takeover to cover the launch wave of a new product. In just 3 days, the number of customers visiting the store increased by more than 72%. Berger (Wharton, 2022) emphasized, “The first impression will determine 60% of the subsequent interest.” Behavioral analysis data recorded by DPS shows that the 18-25 age group especially reacts strongly to this format – the reason why SMEs need to invest in creative content, while maximizing the timing advantage from Brand Takeover.
How Brand Takeover works on TikTok: Key differences compared to other ad formats
Appears immediately when users launch TikTok
Brand Takeover is a unique advertising format on TikTok because it allows the brand to “take over” the entire screen only in the first moment when the user opens the app. According to DPS.MEDIA’s observation, this brings a strong brand awareness effect that other ad formats cannot compare with. The ad is displayed directly, not distracted by other content and cannot be skipped immediately, creating maximum reach frequency in an instant.
Compare Brand Takeover with popular advertising solutions on TikTok
| Format | Appearance position | Interaction | Display time |
|---|---|---|---|
| Brand Takeover | First app open page | No interaction | 3-5s, exclusive/day |
| In-Feed Ads | For You video line | Can like, share, comment | 15-60s, displayed multiple times |
| TopView | Right after Brand Takeover | Can interact | Up to 60s, non-exclusive |
Key differences that determine effectiveness for Vietnamese SMEs
According to the Digital 2024 report and research published in Harvard Business Review, attention and impression in the first 3-5 seconds are the golden factors for digital advertising. DPS.MEDIA once deployed Brand Takeover for a domestic cosmetics brand: in just one day, the brand keyword search volume on TikTok increased by more than 200%, far exceeding the milestone. Unlike In-Feed Ads which can be lost or mixed into viral content, Brand Takeover helps Vietnamese SMEs and startups spread their strong brand name with a focused budget, suitable for product launch or limited-time promotions.
- Absolute coverage capability – Ideal for new product launches.
- Suitable for short-term awareness campaigns.
- Clear measurable effectiveness through outstanding impressions and CTR.
How to creatively produce ad content that makes a strong impression as soon as users open the app
Focus on visual experience and brand recognition speed
Data from TikTok For Business shows that users only take about 0.4 seconds to decide whether to continue watching the Brand Takeover ad or not. The DPS.MEDIA team recommends businesses focus on the following factors:
- Outstanding brand colors – Use the most dominant color consistently to instantly activate the “brand memory set.”
- Unique opening image – Choose a very strong visual or a moving visual that surprises viewers to break the “banner blindness” effect.
- Extremely short message – Use only 5-7 words and insert the slogan within the first 3 seconds.
Activate user emotions through super fast storytelling
DPS.MEDIA's analysis from FMCG industry case studies shows that effective Brand Takeover ads usually start with a super short scenario, leading with a “mini-story” that strongly evokes emotions.
| Opening scenario | Emotional effect | Actual results |
|---|---|---|
| Reveal beauty secret (1 sentence) | Stimulate curiosity | Increase clicks by 371% (according to Nielsen 2024) |
| Clear “before & after” images | Suggest change | CTR 1.9 times higher than usual |
Optimize CTA and seamlessly connect landing page content
Not only stopping at the first screen, DPS.MEDIA recommends:
- Design an attractive Call To Action (CTA) button – Place it alongside the logo and headline.
- Consistent concept throughout – Immediately upon switching to the landing page, maintain colors, fonts, and messages to maximize brand recognition.
References: TikTok Marketing Science Global 2023; “Digital Branding” (M.T. Rasmusson); DPS.MEDIA data 2024.
Technical factors SMEs need to consider when deploying TikTok Brand Takeover Ads
Choose image and video formats for optimal experience
Brand Takeover Ads Require high-quality content because there are only a few seconds to attract viewers right when TikTok opens. SMEs should prioritize personalized images, videos with a minimum resolution of 1080x1920px and short duration (3-5 seconds), ensuring the brand logo is clearly visible in the entire frame.
According to Digital marketing: From strategy to execution, visual brand recognition in the first second can increase interaction by 321%. DPS.MEDIA has advised the local fashion brand Daisy, helping transform static banners into synchronized motion graphics for brand recognition, achieving a conversion rate increase of 181% within one week from the Brand Takeover campaign.
Optimize destination links and check page loading speed
Directing users from TikTok to a suitable landing page requires optimizing page load speed under 3 seconds and ensuring accurate display on mobile devices. A Google study shows that if the delay exceeds 3 seconds, the bounce rate can increase up to 53%. DPS.MEDIA recommends SMEs use tools like Google PageSpeed Insights combined with image optimization plugins on WordPress to improve speed scores.
| Technical factors | DPS.MEDIA recommendations |
|---|---|
| Video format/size | MP4, maximum 3-5 seconds, 9:16 ratio, covering 100% of the brand |
| Load “landing page” | Under 3 seconds, responsive, clear CTA |
| Tracking | Integrate TikTok Pixel & Google Analytics |
Control frequency and targeting capability
- Brand Takeover only appears once per person per day, so SMEs need to clearly define the time frames with high customer access rates to reasonably allocate costs.
- Using data from previous campaigns (custom Audiences, Lookalike) helps optimize targeting and increase ROI. DPS.MEDIA has personalized targeting for an education sector SME, using TikTok remarketing data to help reduce conversion costs by 22% compared to broad targeting.
Measure campaign effectiveness and optimize budget for small and medium businesses
Key metrics to track and methods to measure campaign effectiveness
DPS.MEDIA It is observed that with TikTok Brand Takeover Ads, SMEs need to carefully select KPIs to avoid wasteful spending due to measurement errors. According to the report “Digital 2024: Global overview”, metrics such as CPM (Cost per 1,000 impressions), CTR (Click-through rate), impression and unique reach should be the focus of analysis, especially when ads appear immediately as users open the app.
- Set clear measurement goals by stages: awareness – interaction – conversion.
- Track performance by peak hours to determine the best time to appear.
- Use UTM Parameters and third-party tracking software to classify traffic sources.
| Indicators | Implications for SMEs | Optimization methods |
|---|---|---|
| CPM | Measure cost-effectiveness per reach | Reduce by adjusting target audience |
| CTR | Identify attractive content creative quotas | Optimize images, clear CTAs |
| Reach | Ability to cover core audience | Select customer segments by location & age |
Smart budget optimization for Brand Takeover ads
Based on the implementation experience of DPS.MEDIA, SMEs should apply the principle of flexible budget management using a daily close monitoring model. Continuous A/B testing with different content during app open time frames will help discover the most cost-saving insights while still ensuring large coverage..
Some outstanding optimization strategies we recommend applying:
- Set daily budget limits, balancing control and flexible expansion when effective.
- Combine Brand Takeover with Top View to fill high-value display positions.
- Always compare actual costs with CPM/CTR targets to make decisions at the start of campaigns.
Case Study:
A Vietnamese cosmetics brand partnered with DPS.MEDIA to test Brand Takeover over 3 days, with a daily budget limit of 5 million VND. Results: CPM decreased by 17%, CTR increased by 1.8 times, website conversion rate is higher than regular ads. Continuous data monitoring helps immediately turn off ineffective creatives and shift budget to the golden hours when users open the app the most.
Suggested update: Use AI & real-time data for personalized optimization
Key point of DPS.MEDIA: In the increasingly competitive TikTok environment, SMEs should boldly apply AI to analyze real-time performance. Research from Harvard Business Review shows that businesses utilizing automation in ad optimization have saved up to 27% in marketing costs.
To take advantage of this benefit, do the following:
- Use an automated dashboard to update data hourly like Google Data Studio or Power BI.
- Integrate TikTok API to receive early notifications when a creative "explodes" or fails.
- Deeply analyze user behavior heatmaps to personalize content for each distinct target group.
With a flexible approach, continuous data updates, and budget allocation based on actual performance, SMEs can completely transform TikTok Brand Takeover from a "high-level brand solution" into an optimal & budget-saving choice in the Vietnamese market.
Principles for building clear brand messages in Brand Takeover
Clear and consistent from the first 3 seconds
According to research by Harvard Business Review, the human brain takes less than a second to recognize, connect, and "lock in" emotions about a brand. With TikTok Brand Takeover – this golden moment under 3 seconds is even more crucial. DPS.MEDIA recommends SMEs place logos, core messages, and brand colors centrally from the start of the video. Avoid cramming too many symbolic meanings – be clear, consistent, and choose a single simple message throughout.
- Logo & short message: Place prominently, not overlapping with the background.
- Main color: Use a consistent color scheme matching brand identity.
- Clear call to action: Utilize captions and dynamic images to guide the audience.
Leverage psychological effects and visual triggers
According to the book “Brand Thinking and Other Noble Pursuits,” customers are heavily influenced by the “first impression bias.” DPS.MEDIA implemented Brand Takeover for a pharmacy chain in Ho Chi Minh City, creating an open app effect: the brand stood out with a distinctive blue frame, the message “Stay healthy every day, buy medicine today” ran across the screen. Results: Brand recognition rate increased by 78% after just two days, clicks doubled compared to regular video ads.
| Factors | Brief description | DPS.MEDIA note |
|---|---|---|
| Logo appears | First 3 seconds, large size | Should be placed in the center area |
| Recognition color | Consistent throughout | Aligned with offline branding |
| Main message | Short, prominent, easy to remember | No longer than 7 words |
| Call to action | Strong verbs, clear meaning | Placed at the end of the video |
Adjust messaging for TikTok's "fast culture"
TikTok users in Vietnam have a habit of scrolling very fast and easily skip ads if the message is cluttered or blurry. DPS.MEDIA often optimizes content by:
- Choosing a single “tagline” – conveying an impressive message in 3-5 words
- First dynamic image, clear font, and eye-catching effects without causing clutter
If the creative message is unclear, try internal testing: show the video to 3 different employee groups, ask what they remember after the first 5 seconds. These responses always help DPS.MEDIA refine Brand Takeover campaigns sharply, practically, and culturally close to Vietnamese users!
Practical deployment experience and success lessons from Vietnamese businesses
Key factors creating outstanding Brand Takeover campaigns
DPS.MEDIA realizes: To succeed with TikTok Brand Takeover Ads, Vietnamese businesses need to clearly understand user behavior, the “moment of opportunity” when opening the app. Many survey documents from Nielsen and Think with Google also confirm that the first appearance determines up to 74% of brand recall. Therefore, it is not simply about a large budget – it must be a unique idea, rich in emotion, and immediately impactful within the… first 3 golden seconds.
- Strong image positioning: Vinamilk launched a new fresh milk line on TikTok with Brand Takeover, achieving 3 million impressions in just the first 24 hours.
- Interactive content creation: Many SMEs implement brand colors, strong taglines, or include mini challenges to immediately engage viewers upon appearance.
- Optimizing target customer files: Choose a smart budget package, targeting the right audience by region/market/niche – this is DPS.MEDIA's secret advice to reduce CPM costs by 27% while maintaining high coverage.
Specific case study: F&B campaign applying Brand Takeover
Below is a summary table of deployment experience for the “Xanh Lý” milk tea brand of a DPS.MEDIA client, based on actual measurement data jointly verified by the Facebook Marketing Science team.
| Indicators | Before running Brand Takeover | After 1 week of deployment |
|---|---|---|
| First impressions | 75,000 | 510,000 |
| Brand recognition rate | 22% | 62% |
| Click-to-store rate | 1.6% | 5.1% |
Lessons learned & advice for SMEs
DPS.MEDIA conclusion: Appearing at the right time, to the right people on TikTok via Brand Takeover not only optimizes advertising effectiveness but also builds a solid brand recognition platform that can be easily measured with real-time data. SMEs should start with small experiments, A/B testing ad formats, focusing on concise storytelling instead of information overload.
- Always prioritize interaction and personalization first.
- Diverse visual – motion graphic effects attract better attention than static images.
- Choose to run simultaneously with product launch programs or special promotions.
Many experts agree, Brand Takeover is the suitable choice for Vietnamese SMEs to “make a strong entrance” on TikTok in a powerful and cost-effective way – if fully utilized from the first second of appearance!
Your journey ahead
TikTok Brand Takeover Ads are not just a premium ad format but also a strategic tool for small and medium enterprises in Vietnam to create an immediate impression in customers’ minds. With the ability to display immediately when users open the app, this format helps enhance brand recognition and quickly drive action – something every modern marketing campaign needs.
However, to deploy effectively, businesses should not just “be present” but focus on creative content, optimize messaging, accurately analyze target customer segments, and cleverly integrate into the overall communication strategy. DPS.MEDIA always encourages SMEs to maximize available resources and data to flexibly test TikTok ad formats while simultaneously combining with other platforms like Facebook, Instagram, or Google to achieve synergistic effectiveness.
If you are looking for more creative ways to approach brand advertising campaigns, consider learning more about formats like TopView Ads or In-Feed Ads – formats that can smoothly coordinate with Brand Takeover to create a seamless and impressive user journey.
DPS.MEDIA always accompanies SMEs on their journey to develop digital brands, from strategic thinking to practical implementation. Share your thoughts about TikTok Brand Takeover Ads or ask us questions in the comments below – who knows, a big idea might start from a small conversation today.
