Playable Ads

Playable ads

Picking the right ad format for your marketing makes marketers look at every nook and corner. With 78% of customers being happy when exposed to the right advertising relevant to their needs, it has become even more crucial. Because the best ad format for your app will not only catch more conversions but also engage your users.

Playable ads are a great example of how the right advertising can be highly engaging for users and productively beneficial to advisers. eMarketers reported that US agency professionals consider playable ads the most progressive ad format, followed by rewarded video and interactive ads.

Looking for more information on playable ads? This guide will serve as your handbook for playable ads and more.


What are Playable Ads?

Playable ads are interactive advertisements that give users a test drive experience for mobile games or applications before fully committing to installing the app.

This will require you to create a considerably reduced version of your app’s basic features so that users may “try before they buy.”

Playable advertisements are typically connected with mobile game marketing, as they allow people to try out the experience, get hooked, and commit to installation. Other verticals, on the other hand, are looking for new ways to capitalise on highly engaging playable ads.

For example, Australian finance startup Lendi utilised playable advertisements on Facebook to raise brand recognition. By creating an accessible refinance calculator, the company boosted additional leads by 30% and reduced cost per lead by 66%.

A glimpse of the app’s user experience can be enough to entice users to install, especially if they are rewarded with in-app purchases and other perks that can be redeemed within your application. These gaming clips usually take no longer than one minute. Once the preview is complete, your ad should include a call to action (CTA) that the user can click to install.


Playable Ad Types

Playable ads are full-screen interactive videos that work similarly to interstitial advertisements. They appear mostly with social media and mobile applications.

There are two main sorts of playable ads that game companies use to promote their mobile games.

1. HTML Playable Ads

HTML ads use the assets in games and HTML codes to recreate a small part of a mobile game experience. In this way, consumers can get their hands on an extremely accurate replication of the app’s gameplay.

2. Interactive Videos

The interactive ad blends video footage from the game with HTML to create the playable ad. While interactive video ads are easier to develop, they are not always as engaging as HTML ads.


When should you use playable ads?

The main question awaits, “How to know you need playable ads?” Let’s look at some scenarios where playable ads are a perfect solution.

  • When a “top performer” creative is found, you can preserve its core mechanic and key message to build greater engagement.
  • When you’re close to your marketing KPIs, try converting your promising concepts into playable ads to maximise impact.
  • Try click-baiting through playable ads to draw more users in.
  • To test seasonal or meta mechanics in your app. It allows you to optimise your game’s evolution without significant investment.


Playable Ads Benefits


Decreased Uninstalls and Increased Retention

Allowing consumers to “try before you buy” is unquestionably a great way to engage them. Furthermore, playable ads provide customers with a clear knowledge of what the app can provide before they download it, which ultimately lowers uninstall rates.

Individuals who download an application based on playable ads are more likely to continue interacting than those who discover it at random on the Google Play Store. It also results in higher lifetime value (LTV) consumers who are more inclined to make additional in-app purchases.

This helps marketers enhance their ROI by excluding people who would not enjoy the app and saving ad spend that could have been wasted on obtaining low LTV customers. While the cost per install may be slightly higher, it pays off by getting high-quality consumers. 


Easy Accessibility with Advanced Analytics

Unlike ordinary banner advertisements, playable advertising provides publishers and advertisers with real-time analytics data, including why a person loves an ad and why they installed it. This is because there are more moving elements to manage and track. 

Advertisers, for example, can track how many users download an app or game based on the difficulty of winning the playable ad sample. This information and related content enable playable advertising to be tested, adjusted, and optimised for optimum user retention.


Here are some examples of metrics about user behaviour that a brand can take from a playable advertisement:

Tutorial Prompt Metrics:

  •     Click to open
  •     Click to play
  •     Swipe-up-to-play rate
  •     Click to start/engage 

Interactive Experience Metrics:

  •     Engagement rate
  •     Time spent
  •     Call to action (CTA)/click-through rate (CTR) correlation



Now that you know about playable ads and how important it is to entice new users to your game or application, leverage them for your booming success. With these simple yet effective tools, you can significantly boost your progress. Try before it’s too late!