Playable ads are interactive ad formats letting the target audience of a mobile game to play the game before downloading it. It aims to maximize the ad experience and conversion accordingly. Experiencing a game without installing it helps mobile advertisers increase the lifetime value of a user and retention rate. 

In order to create a playable ad, app developers prefer either using interactive videos with HTML support or creating it with pure HTML code without a video. All playable ads have an end card at the end with a clear call to action button to let users download the app. They include a trigger like an arrow to make the target audience understand that they are playable. 

Playable ads should 

• Neither too easy nor too difficult in order to make sure that the target audience tries it with the best experience. 
• Be designed that makes the users win.
• Be live after making all necessary optimization in app store pages because IPM (Install Per Mille) will increase. 
• Include an encouraging CTA at the end to increase conversion rate.
• Be maintained according to the ad analytics and user behavior.

Learn more about Playable Ads