TikTok is reportedly testing a new advertising format—TikTok Picture-in-Picture Ads—that could revolutionize how users experience branded content on the app. This feature would allow users to continue watching video ads in a smaller PiP (Picture-in-Picture) window while browsing other content within the app. While TikTok has not officially confirmed the rollout, several reports suggest that internal tests may already be underway as of April 2025.
This potential shift marks another strategic move by TikTok to innovate its ad formats and boost user engagement while minimizing intrusiveness—two goals that have defined its recent platform updates.
Context from Current TikTok Ad Features
TikTok is no stranger to experimenting with creative and engaging ad formats. From mobile video ads to immersive carousel-style creatives, the platform has continued evolving its TikTok advertising features to meet the demands of both users and marketers.
Notable ad features already available or in development include:
- Image and Carousel Ads: TikTok introduced image-based and multi-image carousel formats, mirroring approaches seen on Facebook and Instagram.
- AI-Powered Creative Tools: Features like auto-editing, background generation, and smart templates allow advertisers to streamline content creation and increase output quality.
- Creative Testing Tools: TikTok now offers A/B testing and automated creative optimization to help advertisers determine which ad versions resonate best with their audience.
These updates have set the stage for TikTok to explore more dynamic experiences like picture-in-picture advertising, further merging content consumption and marketing interaction.
Implications of Picture-in-Picture Ads
Although the TikTok Picture-in-Picture Ads feature hasn’t been officially confirmed, several implications can be drawn based on similar industry trends and TikTok’s recent innovation patterns.
i). Improved User Experience
With PiP, users wouldn’t need to stop what they’re doing to view an ad. Instead, they could watch the ad play in a smaller window while continuing to scroll through their feed or interact with the app. This level of control enhances the in-app ad experience, making ads feel less disruptive.
ii). Higher Engagement and View Times
This format could significantly increase average view durations since users would be less inclined to skip or exit out of ads. A less forced viewing experience might lead to higher-quality impressions and better brand recall.
iii). Better ROI for Advertisers
For brands, TikTok Picture-in-Picture Ads could result in more engaged audiences and improved conversion metrics. When paired with TikTok’s existing AI and testing tools, these ads could help advertisers optimize performance while maintaining creative freedom.
iv). Alignment with Broader Trends
As platforms like YouTube and Instagram explore PiP and background play, it’s natural for TikTok to test similar features. This not only ensures competitive parity but also aligns with user expectations across multiple platforms.
Summary Table: TikTok Ad Innovations
Feature | Description | Status (as of 2025) |
Image/Carousel Ads | Static images or image carousels, like on Instagram | Available |
Video Ads | Standard TikTok video ad format | Available |
AI-Powered Tools | Automated editing, background, and template generation | Rolling out |
Picture-in-Picture (PiP) | Video or ad plays in a small window during browsing | In testing (not confirmed) |
Why Digilogy is Your Partner for Future-Ready TikTok Ads
While TikTok has not officially confirmed the testing of TikTok Picture-in-Picture Ads, the move aligns with the platform’s ongoing push to deliver more engaging and flexible TikTok ad formats. As the line between content and advertising continues to blur, brands need to stay ahead with adaptive, immersive formats that meet audiences where they are.
If you’re a brand looking to explore innovative advertising strategies like picture-in-picture advertising, Digilogy can help. Digilogy specialises in creating data-driven, high-impact ad campaigns tailored to evolving trends in platforms like TikTok.
