Playable game ads

What are playable ads

In simple words, playable ads are ad units that let the viewer experience part of the gameplay. When it comes to categorization, they can be classified as rich media ads, and they are oftentimes also Rewarded ads. Users can view playable ads in a browser with the help of HTML5 technology, but it’s much more common to see such ads in mobile apps. Most playable ads encourage users to download a mobile game, but there are also some examples of them in sectors outside of gaming – you will see adequate examples in the following paragraphs.

Types of playable ads

Here are two main ways to create playable ads:

• Playable ads HTML5 – with this approach, developers can recreate a game using a markup language – HTML5. The benefit is total control over the ad’s design and gameplay accuracy;
• Interactive video ads – are a mix of traditional video content with interactive features. Typically, they offer stunning visual effects, however, due to increased data usage compared to HTML5 ads, they may take longer to load.

Examples of playable ads

As mentioned earlier, most playable ads generally advertise mobile games. However, some are advertising products or services from outside that industry. For instance, McDonald’s invested in an ad where users could solve a puzzle game using the staple company’s foods:

On the other hand, here’s an example of the most common type of playable ad advertising a mobile game:

Benefits of playable ads

Playable ads offer benefits not only to mobile apps and games developers who want to encourage users to download their digital products but also to publishers monetizing their content with ads since such ads might be more entertaining and, thus, more profit-generating. But let’s dive deeper into other advantages of playable ads:

• Thanks to the fact that playable ads are interactive, they significantly boost user interaction time. Ads that involve user interaction are more effective and memorable than passive ones, leading to higher engagement and app downloads;
• Users know exactly what they are downloading, they have a better idea of what to expect from the game, so they’re less likely to uninstall it right away. Additionally, because they already understand the game mechanics, retention rates for users who download a game thanks to a playable ad are higher;
• When an app’s features are too complex for traditional ads, playable ads are great for showcasing what a gameplay experience looks like, making functionalities easier to understand;
• When it comes to benefits for publishers who display playable ads in their apps, they are simply fun, like mini-games, so users enjoy them more and may stay in the app longer;
• Another perk for such publishers is the fact that, since playable ads engage users more, they drive better results, encouraging advertisers to spend more;
• Playable ads work even better as Rewarded ads. When users watch ads to earn something, like an extra life or access to exclusive content, they’re much more likely to stick around if the ad itself is fun. Playable ads make this experience feel less like an ad and more like a mini-game, keeping users entertained. For publishers, that means more ad impressions, happier users, and better revenue.

How do playable ads work

Playable ads typically consist of the following elements:

• First, a user should see an encouraging, eye-catching tutorial, that explains how to play or a trailer of a game. The main aim of that element of a playable ad is to convince an audience to interact with the ad. A user should see an ad during natural breaks in the app, like when another level is loading. The general rule is, he shouldn’t be intensely focused on some activity in the app;
• Following the “hook” a user can actually play the game. This interactive segment, lasting between 16 and 60 seconds, should be captivating and leave the user wanting more. At this point, he can test the game or just get engaged with the game that’s just advertising the product;
• After the user gets to know the game, it’s time to display a visible Call To Action (CTA) button, with a message like “Download Now” or “Play for Free” that encourages them to tap and install the full game.

Many mobile ad formats to cater to mobile app publishers

Playable ads aren’t just for game developers; they’re great for all app publishers, too! If you’re looking to monetize your content with ads that actually engage users, this is the way to go. They’re interactive, fun, and keep users engaged for longer, which leads to more ad views and better earnings. Want to give it a shot? Let’s connect and find the best way to increase the effectiveness of your monetization! With optAd360, mobile app publishers can benefit from a dynamic ad approach, where ads can appear as display, video, or playable ads depending on the bidding outcomes. Additionally, due to access to many SSPs and DSPs, including Google Ad Exchange, and constant analysis and optimization of monetization effects, you can be sure we will help you squeeze the most out of your content. All you have to do is read our requirements and fill in the registration form. Let’s start making your profitable fresh monetization juice today!