TikTok Reveals Premium Ad Formats Deliver 3-4x Higher Revenue Per Impression

TikTok has released a comprehensive measurement report in collaboration with Ebiquity, challenging traditional ROI metrics and demonstrating how premium ad formats significantly outperform standard options for driving actual sales uplift.

The research, analyzed data from major UK brands using econometric analysis to isolate TikTok’s incremental contribution to sales, separate from other marketing activities. The findings revealed a critical insight: not all impressions are created equal, and brands should prioritize impact over volume.

Premium Formats Win on Value

According to the report, TikTok’s premium formats—TopView and Pulse—generated 3-4 times the revenue per thousand impressions compared to standard Brand Auction placements. TopFeed delivered twice the impact, though at roughly double the cost. This challenges the common assumption that higher-priced inventory necessarily represents poor value.

As TikTok explained, “For too long, ROI has been treated as the be-all and end-all. In reality, it is just the starting point. A high ROI from cheap inventory can mask a lack of actual sales uplift.”

Engagement Duration Drives Results

The research identified average play duration as a critical performance metric, showing direct correlation between how long users engage with ads and revenue generation per thousand impressions.

TikTok recommends keeping ads under 25 seconds, revealing brand identity within the first 2 seconds, and creating content that fits the platform naturally. Ads with strong emotional impact and early hooks drive stronger attention and recall.

The report advises advertisers to match ad formats to their specific objectives rather than selecting based on price alone. For breakthrough launches, premium formats justify higher costs, while auction formats suit brands sustaining long-term impact.