About TikTok Playable ads

Playable ads are an interactive ad format that lets you showcase your app with a hands-on preview. This immersive experience helps you connect with high-intent users by allowing them to try a feature or experience before they download your app.

How it works

A TikTok Playable ad appears as a video creative in a user's For You feed. After a few seconds, a call-to-action button will appear, inviting the user to play. The user can then interact with the Playable experience directly within TikTok. When the experience ends, a final call-to-action card prompts the user to download the app.

Benefits

• Improved intent: Let users experience your app's value upfront, helping to boost install quality and reduce churn.

• Non-intrusive experience: Playable ads are blended into the TikTok video feed, ensuring organic impression while minimizing disruption to the user journey.

• Creative optimization: Direct engagement reporting on user interactions helps you refine creatives and funnel design.

Availability

Note: TikTok Playable ads are only available in the upgraded Smart+ experience.

Reporting

Performance data for TikTok Playable ads is available at the creative and ad group levels. Learn how to view performance data for Playable Ads.

TikTok Pangle compatibility

TikTok Pangle Playable ad mechanics are compatible with TikTok Playable ads. Go to About TikTok Pangle Playable ads for more information

Requirements for Playable materials (creative specifications)

Please ensure that your files meet the following requirements:

• The Playable ad materials should be in .zip format.

• The Playable ad materials should be smaller than 5MB (after compression).

• The main .html file in the first-level directory should be named index.html.

• Authorize the click-to-jump operation for TikTok. To do this, TikTok needs access to the front-end of the js-sdk. For more information on how to do this, refer to the “Playable ad js-sdk Access” section.

• The first-level directory should contain the config.json file, which is in .json format and contains the Playable ad’s orientation fields, representing the landscape and portrait adaptation for Playable ad materials. The values are 0 (either landscape or portrait), 1 (only portrait orientation supported), and 2 (only landscape orientation supported).

{ "Playable_orientation": 0, }

• The Playable ad materials need to support several types of devices.

• The Playable ad materials should not be in mraid.js format.

• Loading dynamic materials via external networks is not permitted.

• The Playable HTML5 materials must not contain any JS redirects.

• Playable ad materials must not make any HTTP requests.

Note: It's best to split the Playable ad material into smaller pieces, and enable accelerated parallel downloading.

Playable ad js-sdk Access

When accessing the Playable Ad materials, Pangle needs to call for the appstore when the conversion button is clicked. Therefore, the creator of the Playable ad materials needs to allow for access to the js-sdk. This js-sdk allows a call for the Appstore through the TikTok js-sdk after the download button is clicked in the Playable ad.

Note: The accessing party does not need to call for the download or page jump operations by themselves. These operations are handled by the js-sdk.

• js-sdk Address：

https://sf16-muse-va.ibytedtos.com/obj/union-fe-nc-i18n/Playable/sdk/Playable-sdk.js

• js-sdk Access Method：

Place the following code at the bottom of body and before the developer's own JS<script src= "https://sf16-muse-va.ibytedtos.com/obj/union-fe-nc-i18n/Playable/sdk/Playable-sdk.js"></script>

• Calling Method：

window.openAppStore();

For example:

Note: You are only allowed to check your Playable ads during the preview process. Jumping to the App Store is not supported. No further interactions appear after the transmission area is clicked.

If any interaction such as video, audio, or dynamic effect is set in the first scenario, due to the limitation of browsers, you are required to click anywhere on the screen to play the Playable ads when previewing through a browser. Playable ads would automatically play as expected when being delivered online.

Creative design best practices

• Don't wait to show and tell: Use guiding gestures like "Tap," "Swipe," or "Hold" early to prompt immediate engagement.

• Maintain high quality. Ensure your Playable ad has the same high-quality execution as your video creatives. Avoid low-resolution assets or choppy gameplay.

• Be true to your app. Provide a positive and accurate experience that qualifies your audience and encourages them to invest in your app. Don't mislead users with gameplay that is inconsistent with your app or disguise download prompts.

• Respect the safe zones. Use the safe zone overlays during your QA process to prevent important elements from being covered by other UI elements in the app.

Next steps

• Learn how to set up TikTok Playable ads.