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It’s time to play! Playable ads are becoming increasingly popular and used by brands from all industries. We discuss what they are and what are their benefits.
Consumers spend upward of three hours a day on mobile devices, but at the same time are increasingly protective of their privacy, and are growing more and more wary of intrusive advertising that disrupts their experience. Playable ads are considered to be the most popular mobile ad format, and also the most engaging. They combine interactivity with gamification in an opt-in format and are a must-have in the marketer’s toolkit. They are now used far beyond the gaming industry!
What are playable ads?
Playable ads, ‘playables’ for short, are a form of digital advertising that offers potential customers a ‘try before you buy experience’ of a mobile game or an app, or simply a product, letting users interact with its main features before installing or buying it. Usually, you can see them in-app (within mobile games), on social media, and on the mobile web.
Playables don’t require a download to engage, providing a frictionless experience that keeps users in a state of flow of their activities.
How does it work?
An ad starts with a tutorial prompt/lead-in video that explains to a user how they can interact with the ad.
Then it leads the user to a mini-game or other interactive experience that grabs users’ attention and keeps them captivated.
And the final element is an end card (CTA) that drives the user to take a desired action like downloading an app or a game, making a purchase, signing up for an email list, etc.
Pros and cons
Playable ads are innovative, eye-catching, and fun.
Using playable ads in your marketing strategy can help you increase conversion and retention rates, drive higher quality users and higher return on ad spend (ROAS).
This unusual ad format provides a captivating user experience. By letting users try the app before installing, you give your audience a chance to see what to expect, consequently decreasing churn rates.
However, playable ads are more technically complicated than other ad formats. That means that creating a playable ad requires way more time, effort, and money.
Users are drawn to a playable’s immersive nature, but unlike other formats, they are given a choice about whether or not to engage.
Our team at Purple Media has experience in creating playable ads that are highly interactive, and rolling out successful campaigns. Contact us today and book your free consultation: https://calendly.com/purplemediaagency/30min
FAQ
Playable ads can benefit brands across various industries by offering an interactive and immersive advertising experience that captures users’ attention and encourages engagement. These ads allow potential customers to experience a product or service directly, resulting in increased brand awareness, higher conversion rates, and improved customer acquisition.
Playable ads are interactive digital advertisements that allow users to experience a miniature version or demo of a product, service, or game within the ad itself. These ads typically feature a small playable element, such as a game demo, product simulation, or interactive experience, which users can interact with directly without leaving the platform or app they are currently using.
Playable ads are becoming increasingly popular in the digital marketing world due to their ability to provide an engaging and memorable advertising experience. As consumers become more selective and resistant to traditional advertising methods, playable ads offer a refreshing approach that encourages voluntary interaction and creates a positive association with the brand.
Key advantages of using playable ads compared to traditional advertising methods include higher user engagement and interaction rates, better brand recall, improved conversion rates, and the ability to provide a hands-on product or service experience. Additionally, playable ads offer valuable user data and insights, allowing for more effective targeting and optimization of future campaigns.
Playable ads enhance user engagement and interaction with a brand by offering an interactive and immersive experience. By allowing users to directly interact with a product or service, playable ads create a more personal and memorable connection, increasing the likelihood of users remembering the brand and potentially converting into customers.
Specific industries and types of products that can benefit the most from using playable ads include mobile gaming, e-commerce (particularly for products that require demonstration or visualization), travel and tourism (showcasing destinations or experiences), and subscription-based services (allowing users to sample the service). However, playable ads can be effective for a wide range of industries and products, as long as the interactive experience is well-designed and relevant to the target audience.
