How playable ads are converting users and increasing ROI

From the interactive nature of playable ads to their customizability, measurability and performance, marketers can reach their goals by embracing this innovative ad format.

The hands-on, engaging nature of playable ads helps them stand out

Playable ads are interactive in-app advertisements that allow users to experience a game, product or app without an immediate download. One example is encountering a quick demo of the latest mobile game, like Angry Birds while scrolling through a feed. Another could be a mini-game designed by a marketing team or vendor partner to promote the release of a new CPG product.

When strategically placed and backed by insights, playable ads are about 32% more memorable than video or banner ads. For users, these serve as a test drive before committing to download that app or service. 

Playable ads provide an engaging format for brands to present unique selling points and an enhanced brand experience. This medium also encourages potential customers to interact with the product as they would in real life, making the ad experience more personal and memorable. Through these immersive interactions, brands build stronger connections with their audience to increase brand loyalty and drive conversions.

Offering a hands-on experience with a portion of the app or game often results in higher conversion rates. That coupled with playable ads’ ability to capture user attention efficiently — something advertisers are increasingly looking to measure these days —  makes the medium stand out. Users who download an app after engaging with a playable ad show they’re already hooked. 

Additionally, playable ads are more resource-efficient in terms of lower CPI when compared to traditional advertising methods, such as TV, print or search engine PPC campaigns. They deliver a more cost-effective solution while significantly boosting user acquisition. And advanced analytics platforms can now provide brands access to customizable metrics that enhance decision-making for future campaigns.

And, most importantly, with the right partner or technology playable ads are easily customizable. Much like video ads, for example, playable ads can be enhanced by incorporating interactive elements like buttons, text and tutorials to drive engagement with a brand, game or mobile application.

The length of playable ads is important but a creative strategy can outweigh it

The average playtime for playable ads is around 20 seconds. So, to maintain a user’s interest, the experience needs to be short, engaging and compelling. Playables under 20 seconds long experience 30% less churn than the average 20-second ad. This means users are more likely to complete and interact with the ad when it is kept within this optimal time frame.

Moreover, shorter playable ads tend to have a 15% higher CTR than the average playable length of 20 seconds. This further reinforces the importance of delivering a concise, action-packed experience that captures attention and drives users to take action.

While longer playable ads generally show an 80% higher churn rate after 25 seconds, well-optimized longer playable ads can attract higher quality users and make them play longer. One example is simulation genre game playables (such as Clean It! and Klondike Adventures); when the creative strategy is planned well, the length of the playable ad is less important.

Meaningful interactions boost playable ad performance

Another factor that significantly enhances the performance of playable ads is the use of meaningful clicks or events within the game. Meaningful clicks are actions within a playable ad that, after a certain amount (i.e., X number of puzzles completed or X levels completed) direct players to a store, brand, app, etc. featured in the playable. 

The interactive feature of playables allows users to experience the fun, making a download the next logical step and naturally increasing ROI. For example, in a Match-3 puzzle game, users could be directed to an app store after completing a set number of matches, creating a seamless flow between the ad and the call to action.

According to internal insights from Playable Factory, ads that incorporate these meaningful interactions have seen a 40% increase in click-through rates compared to those without. The meaningful actions users take during the ad make the final step — clicking to install or purchase — feel like a natural progression rather than a forced conversion attempt.

The future of advertising is interactive and playable ads will be key

The digital advertising landscape is increasingly competitive, and brands need to innovate to stay ahead. Playable ads are one of the biggest innovations in the marketing industry, revolutionizing how brands connect with consumers. 

These ads create more meaningful connections by offering an interactive, fun and informative way to engage users. Whether brands are looking to increase installs, boost CTRs or simply provide a better user experience, playable ads can better transform advertising strategies. The future of advertising is interactive, and when brands play along they’ll reap the benefits.

Sponsored by Playable Factory