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.
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