What Are High-Impact Ad Units?
High-impact ad units are a step up from the standard ads on platforms like Snapchat, TikTok, and Pinterest. These ads are strategically placed and designed to dominate attention, often taking over entire sections of a platform for a day, or appearing in the first few posts when someone opens their app. The key here is visibility — these ads are built to stand out in a sea of content.
Instead of traditional in-feed ads that can be overlooked, high-impact units catch the user's attention immediately. Whether it’s the first video consumers see when opening their TikTok app or owning the top spot in Snapchat’s Discover section, these ads reach more users and stick in their minds longer. With their placement and visibility, high-impact units create an immediate impression, which can be especially valuable for new product launches, rebrands, or time-sensitive promotions.
Why Does This Matter to Your Brand?
Simple: higher visibility means more engagement, greater reach, and better brand recall. If you're trying to make an impact — especially during a competitive time like the holiday season — these units are designed to help you break through the clutter.
Platform-Specific High-Impact Units
High-impact ad units aren’t a one-size-fits-all solution. Each social platform has its own unique offerings, and knowing what’s available can help you make an informed decision based on your campaign goals.
Snapchat
Snapchat ads have several options that let you own key moments in the user experience.
- First Story: Imagine being the first ad someone sees when they start scrolling through their friends’ stories. This placement gives you the first shot at attention, and it’s not easy to miss.
- First Commercial: Within Snapchat’s Discover section, this ad unit guarantees your brand is the first commercial viewers see between shows, keeping your brand top of mind.
- First Lens: Want to own the first augmented reality (AR) lens a user encounters for the day? This high-impact format can be great for engaging, creative, and interactive campaigns.
TikTok
TikTok’s unique experience opens up a few different opportunities for high-impact units:
- TopView: This is the first ad a user sees when they open the app. Full-screen, immersive, and hard to ignore, TopView is designed to grab attention right from the start.
- Top Feed: This ensures that your ad is among the first in-feed ads users see when scrolling through their TikTok content.
- Pulse: Pulse aligns your brand with premium, trending content on TikTok. Whether you want to be associated with specific categories (like beauty or sports) or ride the wave of trending moments, Pulse helps ensure your ad is seen next to the most engaging content.
Pinterest provides a perfect platform for visually-driven, product-focused campaigns, and high-impact units here take full advantage of that.
- Premiere Spotlight: This unit allows you to own prime real estate on Pinterest’s home feed and/or search page for an entire day, giving your brand unparalleled exposure.
- Max Width Video: Unlike standard pins, this ad format takes up two columns on mobile, making your video content stand out significantly more than typical ads.
X (formerly Twitter)
X offers high-impact options that allow your brand to be at the forefront of what’s trending.
- Trend Takeover: Be a part of what’s happening on the platform by owning the Explore tab, where users go to see what’s trending in real-time. It’s a premium placement for brands looking to dominate the conversation.
- Timeline Takeover: This guarantees that your ad is the first one users see for 24 hours on their timeline, making it an ideal choice for big announcements or product launches.
When Should Brands Use High-Impact Units?
So, when should you splurge on these high-impact advertising options? These units are perfect for specific moments that require major visibility:
- Product launches: Introducing something new? High-impact units ensure that your launch doesn’t go unnoticed.
- Rebrands and relaunches: If you’re repositioning your brand or relaunching a product, these ads help you build awareness quickly.
- Event promotion: Whether it’s an exclusive sale or a special event, these ads can help you drive attendance and buzz.
At their core, these units are great for top-of-funnel campaigns focused on brand awareness. They get your brand in front of as many eyes as possible, and because they stand out, they’re more likely to be remembered.
Budget Considerations for High-Impact Units
Before you dive into a high-impact ad campaign, you need to consider your budget. These ad units are often more expensive than standard in-feed ads, but their ability to dominate a platform for a day makes them worth the investment in certain scenarios.
For example, Snapchat's First Story can cost upwards of $500K per day, while TikTok's TopView ads may also run into six figures. That said, there are also more cost-effective options, like Pinterest’s Max Width Video, which can be used in normal campaigns with a slightly higher CPM, allowing you to test out high-impact units without a massive upfront investment.
Because pricing varies based on season, platform, and availability, it’s a good idea to reach out to platform reps to get the most accurate, up-to-date pricing for your campaign.
Crafting the Perfect Creative for High-Impact Units
We all know creative matters, but it’s especially true with high-impact units. Since these ads are often about visibility and brand awareness, you need to make sure your creative is on point.
- Video content is key. These units are full-screen, immersive experiences, so lean into storytelling with strong video assets.
- Focus on people and products. If your goal is to create awareness, show your product in action, or highlight people using your product to make it relatable to your audience.
- If possible, leverage ambassadors or influencers. This can add a layer of authenticity and trust to your campaign, increasing its effectiveness.
High-Impact Ads: A Must for Holiday Campaigns?
The holiday season is prime time for high-impact ads. During the holidays, every brand is competing for attention, so a standard ad might not cut it. By using high-impact units, you ensure your brand stands out. Whether you’re promoting a new holiday collection or just trying to make sure your brand is remembered amid all the holiday chaos, these units can help you reach more users and make a bigger impression. With fresh holiday-themed creative assets, like special videos or seasonal imagery, you can take full advantage of the visibility these units offer.
If you want to make a splash and be remembered, high-impact ad units are the way to go. These ads give your brand top placement on key platforms, ensuring you stand out from the competition. While they come with a higher price tag, the potential reach and brand awareness they generate can make them a worthy investment.
By choosing the right platforms, creating compelling video content, and timing your campaign strategically (think product launches or holidays), you can make the most of these high-impact units and see a real return on your investment.