Summer Essentials for Interactive Ads

It’s a scorcher out there: AI is rewriting the rules. Mobile behavior is more chaotic than ever. And short-form video and interactive formats are transforming how we engage, shop, scroll, and convert.

This summer, your ad strategy needs serious SPF: Strategy, Playables, and Freshness. Because if your ads aren’t designed to stand out and protect performance, they’re going to get cooked.

That’s why we’re handing you the SPF 100 of creative strategy: a heat-proof, scroll-stopping set of interactive ad essentials built for a season of surges in mobile engagement.

In this blog, learn how to:

• ☀️ Pair playables with interactive end cards to double your impact
  
  
• 👍 Place your CTAs where thumbs actually reach
  
  
• 🎁 Use blind box mechanics (à la Labubu) to boost curiosity
  
  
• ⏳ Add timers and progress bars to create real urgency
  
  
• 🔊 Layer in audio to boost memorability and brand recall

Why Your Creative Needs Protection

According to AppsFlyer, in gaming, just 2% of creatives account for over 50% of ad spend. This reflects a necessary shift towards testing, ad fatigue management, and more creative diversification across user segments. 

If you want your ads to stand out, convert, and scale this summer, you need more than just beautiful assets. You also need thumb-friendly, sense-engaging, emotionally resonant creative that responds to how people actually use their devices.

The SPF Your Campaigns Need

Protect performance. Block creative fatigue. Boost engagement. Here are five interactive essentials for a high-performance summer.

1. Pair Playables with Interactive End Cards

Playables are no longer a nice-to-have, but a creative necessity to driving ROAS-positive campaigns. But if you’re not extending the experience, you’re leaving value on the table.

One of Moloco’s top U.S. gaming advertisers saw a 49% lift in IPM and a 25% boost in ROAS after adding playables to their campaigns. But the real unlock came from interactive end cards (IECs):

• 70–80% of video spend is now paired with IECs, and conversion rates rise by up to 30% compared to static end cards.

Why it works: IECs drive users to take the next step while they’re still engaged. Whether it’s a swipe, tap, or choose-your-own-outcome moment, interactive end cards keep momentum high and drop-off low.

Try this: Let users build their avatar, pick a power-up, or unlock a reward — right at the end of your playable or video.

2. Design for Thumbs, Not Just Screens

You’ve got 5 seconds to catch someone’s attention. If your CTA is in a spot that’s hard to reach, you’re already behind.

According to this thumb-zone heatmap:

• ✅ Comfort zone: Bottom center — ideal for conversion-driving CTAs.
  
  
• ⚠️ Stretch zone: Middle/top — fine for less critical interactions.
  
  
• ❌ Risk zone: Upper corners — don’t put key actions here.
  
  

And this matters even more when you realize 49% of people use their phones one-handed. If your CTA is tucked in the top-right corner, it’s practically invisible.

Try this: Test versions of your end card with CTAs in the comfort zone. That tiny placement shift could be the easiest conversion win of your campaign.

3. Tap Into Blind Box Mechanics

The Labubu craze didn’t go viral just because the characters were cute. It went viral because it invited interaction. People didn’t know what figure they’d get and that mystery was magnetic.

There’s real power in curiosity-based design. Just like unboxing videos and Gacha game mechanics, blind box-style ads tap into a universal urge: we have to know what’s behind the door, under the lid, or inside the spin.

These mechanics are also perfect for mobile. They reward micro-interactions — like swiping or tapping — with a quick dopamine hit, keeping users engaged and encouraging replay.

Why it works: This strategy drives clicks and creates a feedback loop of curiosity and satisfaction. The anticipation increases time spent on the ad, and the surprise outcome makes the experience more memorable.

Try this: Use a “swipe to reveal,” “tap to unlock,” or “spin the wheel” mechanic. Bonus points if what’s revealed connects directly to your product value prop, like an offer, game perk, or seasonal surprise.

4. Create Urgency with Timers and Progress Bars

Summer is short. Your ad should feel that way, too.

Progress bars and countdown timers are simple UI tricks that unlock powerful psychological effects. They tap into loss aversion and motivate people to act quickly, before time runs out or before someone else claims the reward. Used strategically, they guide attention, reduce decision fatigue, and give passive viewers a reason to participate. 

Why it works: A ticking clock drives action and adds narrative. Suddenly, there’s a goal to beat, a moment to capture, or a challenge to win.

Try this: Add a "Complete in 15s to unlock" mechanic or show a shrinking bar to reinforce stakes. Use times during limited offers or challenge-based formats to boost engagement and click-through rates. 

5. Use Audio to Drive Memorability and Brand Recall

You can’t afford to be silent. Ads with audio are 67% more engaging and 73% more memorable, according to a Voices.com study. Even better — 84% of people can recall a brand based on its audio.

And in a TikTok/YouTube-first world, sound matters more than ever:

• 77% of YouTube users and 62% of TikTok users say their phone’s sound is on most of the time
  
  
• 57% have shared videos because of their audio
  
  
• 32% say they like when brands hop on trending sounds — as long as it feels authentic
  

Try this: Add branded audio, recognizable sound cues, or trending clips (with licensing!) to your interactive ad units. Voiceovers with personality, dynamic sound effects, or even music tied to gameplay mechanics can give your ad an extra edge.

TL;DR — Summer Creative Checklist

SPF: Scale Performance Fast

Every swipe is a chance. Every tap, a signal. Every second of attention? Hard won.
The brands that thrive this summer will be the ones who show up with creative that performs and protects performance at scale.

📦 Whether you need playable production, IECs that convert, or scroll-stopping high-level concepts, CRAFTSMAN+ has you covered.

👉 Let’s build something bright: Work with CRAFTSMAN+