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What is the success of Playable Ads

In 2013, the global ad blocking craze began. As a result, mobile ads have gradually shifted towards formats and creatives that bring value to both users and advertisers.

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In 2013, the global ad blocking craze began. As a result, mobile ads have gradually shifted towards formats and creatives that bring value to both users and advertisers.

And now, 5 years later, advertisers around the world are actively testing a new advertising format that expands the boundaries of interactivity – playable ads.

According to research , about 71% believe that the format that allows the user to see the gameplay within the banner (in other words, playable ads) is the most effective for user engagement.

What is the success of Playable Ads

Playable ads are suitable for advertisers and developers who want to attract quality, engaged users. They will install the app after a fun mini-game and are more likely to reopen the app and use it later.

What are Playable Ads?

As the name suggests, this is an ad that you can play. These are interactive ad units that mimic a short game or “probe” of an application. The goal is to give the user a “taste” of the application prior to installation.

Let gamers try before they buy

Most importantly, users like these ads. They provide an enjoyable advertising experience. Showing what the advertised app really looks like, fully engaging and intriguing.

What is the success of Playable Ads
Playable ad for Card Heroes

Why Playable?

  • Banner blindness has not yet touched Playable ads. Banner blindness is a usability phenomenon in which a site visitor does not notice ad units or objects similar to them.
  • Playable ads in the Facebook feed. Huge audience coverage, flexible targeting and advertising algorithm will allow you to show your ad to the most suitable audience. For social network is a new format that guarantees maximum engagement.
  • Most advertisers believe that the user who installs it can be considered a customer. They are wrong. Consider these users, at most, as potential customers. Users who install the application assume that the application may suit them. This is the value of Playable Ads versus static creatives. If a person has played mini-gameplay and performed the target action, then he has already skipped the “reconnaissance” stage. Most likely he will be your client.

How to get the most out of your Playable banner

  • Don’t forget about metrics. Playable ads are used to lower CPI and increase user engagement. Some developers and brands devote all tickets to the entertainment side of advertising. Instead, as always, you need to test various intermediate elements and calls to action, analyze CTR, CPI and other boring numbers.
  • Optimize First Time User Experience (FTUE) or first user experience – the first action taken. Playable ads should load quickly. To do this, remove the loading animation and unnecessary “heavy” functions. Give clear instructions. Often the winning FTUE revolves around the simplest action: tap or swipe,
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