TikTok Launches Promotional Formats for Smart+ Traffic Ads

On October 30, 2026, TikTok announced Promotional Formats for Web Traffic, a new feature that lets advertisers display discounts and special offers directly on the call-to-action (CTA) button in video ads.

This is not a standalone advertising format competing with Spark Ads. Promotional Formats is an additional presentation setting for an existing ad, available in supported Smart+ Traffic campaigns that send users to an advertiser's website.

For example, an online store's video ad can show a CTA button featuring a 20% discount or free shipping. The advertiser does not need to embed the promotional offer directly in the video.

Promotional Formats Are a CTA Feature, Not a New Version of Spark Ads

Spark Ads is a TikTok ad format that allows brands to use organic videos from their own accounts or authorized creator posts in paid advertising campaigns.

Non-Spark Ads are conventional ads created from materials uploaded by the advertiser, without using an organic post as their basis.

Promotional Formats is a separate CTA presentation feature, not a third type of video ad.

How the Different TikTok Ad Components Work

Spark Ads

Uses an organic TikTok video in a paid campaign.

Non-Spark Ads

Uses a conventional uploaded advertising creative.

Smart+ Traffic

A campaign type designed to drive visitors to an advertiser's website.

Promotional Formats

Displays a discount or special offer on the video ad's CTA.

TikTok supports both Spark Ads and Non-Spark Ads in Smart+ Traffic campaigns. Promotional Offers are available for eligible video ads within this campaign type.

However, Spark and Non-Spark cannot be used together within the same Smart+ Traffic campaign.

How Promotional Offers Change Existing TikTok Video Ads

Before Promotional Formats, advertisers could use standard CTA buttons such as Shop Now or Learn More.

Discount information typically had to appear in the video itself, the ad copy, or the landing page.

For example, if an online store launched a sale offering a 20% discount, it needed to include that information separately in its advertising message.

TikTok can now display promotional information directly in the CTA interface, independently of the video's content.

Supported Promotional Offers Include Discounts and Free Shipping

Promotional Formats supports several offer types.

Offer Types

Percentage Off

For example, 20% off.

Cash Off

For example, $15 off.

Free Shipping

Free delivery.

Discount Range

A range of discounts, such as 10–30% off.

The exact selection of offers depends on the advertising market.

An advertiser can select up to 35 offers for a single ad. TikTok automatically determines which of the selected offers to display to users.

How to Configure Promotional Formats in TikTok Ads Manager

The feature is available in supported Smart+ Traffic campaigns with a website destination.

To configure it:

TikTok may prepopulate offers based on promotions previously configured for the specified URL or discounts from a connected Shopify store.

Automatically detected offers are not activated without the advertiser's selection. The advertiser must explicitly select the promotions that may appear.

How Promotional Offers Appear in Video Ads

Promotional Offers appear on the CTA button in the first frame of the video ad.

The system can choose among multiple approved offers and optimize their display based on advertising performance.

For example, an advertiser can attach two offers to the same video: 15% off and free shipping. TikTok can use different CTA variants without requiring the advertiser to produce two separate video creatives.

The initial rollout includes several limitations:

The feature is designed for video ads; image support is not yet complete.
Promotional Offers are incompatible with Multi-Link Ads.
Promotional Offers cannot be used simultaneously with Product Tags from a connected store.
The availability of individual discount types depends on the market and advertising account.

TikTok also cautions that the preview may differ from the ad's final appearance.

Promotional Formats therefore changes neither the source of the video nor the ad placement. It changes how a commercial offer appears within an existing video ad.