What Are Playable Ads & Interactive End Cards?

What Are Playable Ads?

Playable ads are interactive HTML5 units that let users try a slice of your app or game, such as a mini-level or a tap interaction, before downloading. They run inside ad placements on Google, Meta, TikTok, Unity, AppLovin, Mintegral, and other networks. Playables are usually short (15–60 seconds) and end with a CTA to the app store. They're built as single HTML files (or small ZIPs) so they load quickly in-app.

What Are Interactive End Cards (IECs)?

An interactive end card is the screen that appears after a video ad (or rewarded video). It shows your brand, a short message and one call-to-action (CTA), such as "Download" or "Play now", that sends the viewer to the App Store or Google Play. A video end card or CTA end card means the same thing: the last frame or frames after the video, where the install happens.

IECs can be static (image + button) or interactive (tap, swipe, or short playable moment). Teams use them as mobile app ad end cards and user acquisition creatives on Unity, Vungle, Moloco and other networks.

Playable End Cards vs. Full Playable Ads

A playable end card is the end-card part of the experience: the CTA screen with optional light interactivity (e.g. animated button, tap area). A full playable ad includes a playable experience plus that end card. You can use a playable ads maker or interactive end card creator to build just the end card (background, text, button, animations) and export it as HTML5 for your ad network. That is the right choice when your main creative is a video and you only need the video end card with its CTA.

Why Use a Playable Ads Maker?

Building HTML5 playable ads and interactive end cards by hand means coding and maintaining HTML/CSS/JS and staying under each network's file size and technical rules. A no-code playable ad builder or playable end card generator lets you:

• Design in a drag-and-drop editor, without code
• Export one file per network, packaged the way that network asks for it (see the playable ad specs by network)
• Stay under each network's size limit (they run from 2.00 MB (Meta (Facebook & Instagram)) to 5.00 MB (Unity Ads)) with the built-in size check and asset compression
• Support both portrait and landscape for mobile video ad end cards

Playable ad formats compared

Technical requirements for playable ads

Every network accepts HTML5, but each sets its own rules. Three decide whether a creative is accepted:

• Packaging: a single self-contained HTML file for most networks; a ZIP for Vungle (Liftoff Monetize), Google Ads / AdMob, Meta (Facebook & Instagram), Mintegral, TikTok Ads, Pangle (TikTok Ad Network), Liftoff (Accelerate).
• File size: published limits run from 2.00 MB (Meta (Facebook & Instagram)) to 5.00 MB (Unity Ads); see playable ad size limits by network.
• The store click: MRAID on Unity Ads, AppLovin MAX, Chartboost, InMobi, Vungle (Liftoff Monetize); each network's own JavaScript API elsewhere.

Network-by-network specs: Unity Ads, AppLovin MAX, Google Ads / AdMob, Meta (Facebook & Instagram), TikTok Ads, Mintegral, Vungle (Liftoff Monetize), Chartboost, Moloco, InMobi, Liftoff (Accelerate), TikTok Ad Network (formerly Pangle). Before you upload, run the build through the free playable ad validator.

Playable ad examples

The quickest way to understand the format is to play a few. The playable ad template library runs every template live in the browser (mini-games, industry playables, interactive video ads and end cards), and the playable ad examples guide breaks down which mechanics work and why. For the vocabulary, see the playable ads glossary.

Playable ads FAQ