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Why Playable Ads Perform Better Than Interstitial

Why do Playable Ads Perform Better Than Interstitial
One of the most popular advertising trends in the last couple of years are playable ads. Playable ads are interactive ads that users can engage with by playing part of a game or just use an app before downloading.

Just imagine how many times you were playing a mobile game while a playable ad showed up on your screen. The reason why playable ads are getting more and more popular is because they’re simple and fun.

Not only they’re simple and fun, but they’re proven to offer higher conversion rates, higher lifetime value and lower uninstall rates.

I have encountered a couple of playable ads myself and I find it more interesting to interact with something that is made for playing, instead of regular intrusive ads.

Today, we’re going to cover why and how to use playable ads in your advertising campaigns and why they’re beneficial for your business.

 

1. Audience vs Content

Although playable ads are not guaranteed to show results right away, there’s a side effect that comes with it. Audience that connects with your ad and interacts with it should be your primary audience.

Keeping track of the timing where people interacted with your ad will give you the best results. This way you can focus on the things that work, and change things that don’t.

Make the most out of those 30 seconds where there’s no room for confusing gameplay and unnecessary information.

According to mobilemarketer advertisers are paying more attention to playables, with 46% saying that’s the opportunity they’re most excited about for 2018. Among the top advertisers, 69% said they’ve tested playables, compared to 33% this time last year. 71% of that number find them to be effective, an increase from 51% in the spring survey.

Game Business - Playable Ads

Source: Medium

2. Allow Users To Leave Your Playable Ads

To start, you should have a friendly message that invites people to play your game.  After that make sure that your users are able to leave playable ads. Have in mind that playable ads are not for everyone and there will be people who will leave no matter what.

Lots of people are using apps while working and some individuals may be stressed out by playable ads if they’re in the middle of an important task.

In my personal experience of playing mobile games, some games offer special benefits in-game if you choose to watch a 30 second playable ad.

This is probably one of the best ways to use playable ads, since users are obliged to watch your ad while they have a chance of playing another game while they’re waiting.  

 

Game Business - Playable Ads

Source: distriqt.github.io

3. Give Simple Instructions

Have in mind that 30 seconds isn’t much time for some users to get hooked on a new mobile game. Simple instructions and pointers will help a lot so users can understand the concept of the game.

The quicker you can get your game’s message across, the better your playable ad will perform. After all, users who come across your ad are in the middle of playing another game.

This goes without saying, definitely don’t use too much text or information so the entire screen is occupied. When you’re finished with making your playable ad the next step is to choose an ad format.

Most likely this will be determined by your own personal preference, but we would definitely recommend interstitial playable ads, and here’s why.

Game Business - Playable Ads

Source: Adventure Time Wiki

4. Advertisement Localization

In one of our previous posts, we mentioned the importance of Screenshot Localization in 2018. Same as screenshots, advertisements that are shown in other countries will work the best if you adapt to every audience the same.

Gameplay in different languages works the best if you research each country individually. Something that is funny and interactive in Japan doesn’t mean it’s funny and interactive in the United States.

Game Business - Playable Ads

Source: Ulatus

5. Reward Your Users

Potential users are definitely not easy to satisfy. Just by knowing that, give your users something in return because they tested your game.

If they finish playing your 30 second ad, offer them special in-game benefits or congratulate them for their effort. This way you’re losing nothing, while providing value at the same time.

This is why we mentioned that it’s important to know your audience. Personalizing your approach to them is proven to be more effective than simple promotional ads.

Game Business - Playable Ads

Source: Pinterest

6. If Your Users are Satisfied, They’ll Download

When your users are engaging the most, be sure that you use that in your advantage. Keeping your users satisfied with your playable ads will definitely cause more downloads. The best results will come if you manage to convince users to download the app in the moment they’re happy with your playable ad.

 

Playable ads are already one of the most popular advertising formats out there, so be sure to use that in your advantage. Not only are they popular, they’re effective and show faster results. If you follow the things mentioned in this post, you can be sure that you’ll have successful and profitable ad campaigns.

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of GameBusiness.net. Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At GameBusiness.net we're covering all you need to know about mobile game business!

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