Playable ads successfully engage gamers, but also brand customers

Anne Freier

In Mobile Advertising. January 29, 2019

Playable ads are those which allow users to experience an app before committing to download it. The ad type has seen continued success so much so that Facebook added the ad format to its News Feed last August.

In late 2018, CrossInstall announced it would collaborate with Google to bring Playable ads to Google Play.

But do they work?

According to a survey among marketers in the US by Fyber last year, playable ads were among the most effective in-app ad formats (28%), followed by interactive ads (23%).

Part of the reason why playable ads are so successful is because they emulate the gaming experience. In other words, users don’t have to sit through watching a video, but get to do what they want that is playing a game.

As far as immersive advertising goes, the ad type therefore caters well to its intended audience.

There are a few downsides to this ad type including the fact that they are not supported programmatically.

Measurement has also been difficult. However, ironSource announced a new in-ad data platform designed for playable in-app ad formats last year.

Furthermore, playable ads are no longer just catering to app marketers. Instead, brands such as Hollister, part of the Abercrombie & Fitch brand focusing on teen fashion, used a game-based playable ad format to develop a surfing and skateboarding experience last year. The ad has been created by app marketing platform TreSensa and allowed users to also sign up to Hollister’s loyalty programme.