Mobile phones have become an indispensable part of people’s lives. Therefore, mobile marketing has become an inevitable trend in the communication and marketing strategies of many businesses. Playable Ads are an effective method to reach customers, increase brand awareness, and boost sales. So, what are Playable Ads, and what role do they play in a company’s marketing strategy? Follow this article by Optimal Agency to find out!
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What are Playable Ads?
Playable Ads are an interactive ad format that allows users to view and try a miniature version before installing the application. This try-before-you-buy ad format is widely applied to promote mobile games due to its high interactivity and natural appearance. It is similar to a free demo lasting from 15 to 60 seconds, providing a real experience for users and attracting them with rewards through in-app purchases or other perks that can be redeemed within the app. The ad typically ends with a call-to-action to install the app.
The ability to let users try the app without installing it first makes Playable Ads more appealing than Video Interstitial Ads. Playable Ads are considered one of the most effective ad formats with high conversion rates. Besides advertising games or apps, this type of ad is also used for various communication and marketing campaigns.
Playable Ads usually appear as full-screen ads, similar to interstitial ads. You can find these ads on social media platforms or mobile applications. Businesses use two types of ads to advertise their mobile games: HTML Playable Ads and interactive videos.
HTML Playable Ads use game content and HTML code to recreate part of the gameplay of the mobile game, providing users with an accurate replica of the app’s gameplay. On the other hand, interactive video ads use game footage combined with HTML elements to create Playable Ads. Although interactive video ads are easier to develop, they are not as engaging as HTML Playable Ads.
How do Playable Ads work?
The structure of a Playable Ads campaign includes the following parts:
Instructions – Introduction
In this section, the ad will guide and introduce users to how to play or use the game or application most intuitively. The duration for this instructional ad will be about 3 seconds.
Trial
After the instructions, the ad will provide a miniature version of the application or game for users to experience and perform actions as if they were playing the actual game. This trial section will last about 10-20 seconds.
Conclusion – Call to Action
When users have finished the experience, the ad will display a clear call to action, encouraging them to install the application. If users agree to click the Install button, they will be redirected to the app store to download it.
Note: Throughout the Playable Ads, there must always be an x option for users to exit the ad whenever they wish. This helps create goodwill and makes users feel less disturbed, ensuring they have a great experience when viewing the ad.
Besides, please learn about other related articles such as running Google Play ads.
Benefits of using Playable Ads
Engage players strongly
Since Playable Ads allow users to experience the app before purchasing or downloading, they become the most effective ad format with higher conversion rates than video ads. When users engage in attractive minigames, it piques their interest in the game and increases the likelihood of clicking the Install button. Unlike regular ads, this format allows users to choose to view or skip the ad at any time.
Increase retention and reduce uninstall rates
Allowing users to try before buying is a great way to attract them. Additionally, the ads help users better understand the value that the app provides before deciding to download, reducing uninstall rates. Offering a chance to experience the game’s standout features before downloading, increases customer retention. This attracts users who are more likely to make in-app purchases, enhancing customer lifetime value (LTV).
This helps advertisers increase ROI by eliminating people who don’t like the app and reducing advertising costs to attract people with low LVT. While the cost per install may be higher, Playable Ads can attract high-quality users for long-term benefits.
Easy access to advanced analytics
One of the significant benefits of Playable Ads is the ability to access advanced analytics data in the ads. You can track all data related to interaction and ad performance. Based on this data, you can evaluate performance and optimize your ad campaign effectively to improve conversion rates.
Important applications of Playable Ads in marketing campaigns
Now, you shall learn the power of Playable Ads in various marketing campaigns:
Reach across different fields
Many businesses apply Playable Ads in advertising and game development. According to a 2018 survey, more than 50% of mobile app marketers rated Playable Ads as an effective and preferred advertising method. Over 71% confirmed that it is an effective way for users to access and experience games.
Playable Ads in movie promotion
Besides being used in game and mobile app advertising, Playable Ads are utilized by many businesses to promote their brand and products. Many entertainment companies have incorporated Playable Ads into movie trailers to create a new and engaging experience for audiences. For instance, Sony Pictures created a game app to promote their movie Peter Rabbit. This campaign achieved unexpected success, with a significant increase in ticket purchases after playing the game.
Enhancing competition in marketing campaigns with interactive videos
Beyond advertising games and apps or promoting movies, brands also use Playable Ads for their marketing campaigns. By applying Playable Ads to marketing campaigns, businesses have achieved certain successes, such as attracting users and increasing brand awareness.
A typical example of this is the #IyaBoleh (Yes, it is ok!) campaign by Dancow (a children’s powdered milk brand of Nestlé in Indonesia). When implementing this campaign, Dancow created an interactive video featuring a little girl asking her mother to play childhood games. While playing, the girl encounters harmful factors affecting her health. Users need to perform actions like tapping, swiping, and tilting the screen to eliminate harmful factors and protect the child’s health.
Momo Lucky-Shaky
In Vietnam, a notable Playable Ads campaign is Momo Lucky-Shaky during the 2021 Lunar New Year. This Playable Ads campaign in Gamification format on the Facebook platform offered real experiences for participants through games like Flip Cards and Match 8 Gems within 60 seconds, with attractive rewards up to 300 million VND. Within just one week of launch, this campaign attracted over 3 million participants and achieved significant success in increasing user numbers and app usage rates and duration.
From the information shared above, you now understand what Playable Ads are and their applications in marketing campaigns. Playable Ads have the potential for strong development shortly due to their ability to attract a large number of users, increase interaction, and improve conversion rates.
You may want to know:
- How to turn off automatic video playback on Facebook?
- What is ThruPlay Facebook Ads? How to set up Thurplay video ads
- What is the impact of display advertising?
FAQ
Playable Ads are an effective advertising tool used by businesses in various fields. Beneficiaries of Playable Ads include game or app developers, e-commerce businesses, educational platforms, and digital marketing companies.
If you want to create a Playable ad, start by designing a short introductory video about the game or app. Ensure the video is engaging and compelling enough to encourage users to interact with the ad.
In the Facebook Ads Manager, click the drop-down icon next to Add Asset on the right side of the Asset Manager window, then select Playable File. In the Create New Asset window, provide a name, ad account, and select the media for your playable ad.
Next, enter a creative name for your campaign, select the channel where you want the ad to be displayed, and choose the desired goal for the new creative. Now move to the Playable Ad field and select the desired playable file from the drop-down menu. You can add a new playable file by clicking Add New File. Also, remember to include a clear call to action to encourage users to download the app/game.
