The increase in mobile device usage, with US adults now spending over 4 hours a day on their smartphones and tablets, has drastically changed the way that we consume and interact with media. Combined with shifts in technology, privacy concerns, and more consumers wary of disruptive ads, marketers and publishers are rethinking how they approach building effective advertising strategies.

Although the opportunity in mobile is clear, it's proven to be a challenging space for brand advertisers due to data and measurement issues, challenges capturing consumer attention and brand safety concerns. Playables are a truly endemic form of mobile advertising that address many of these challenges, as well as enabling the collection of deeper engagement and analytics than static or video ads.

Since the launch of playable ads on Google in 2017 and Facebook in August 2018, playable ads have seen a large increase in adoption in just a few years with a growth of 113% between July 2020 and January 2021. The reason is understandable, as playable ads (often termed playables) play well into our mobile ready world - a world where experiential marketing and media offer a brand new way to capture attention through rich and interactive experiences.

So should brand advertisers leverage playables in their marketing strategies? Do playables have applications beyond gaming? Let’s dive into some of the primary reasons brands should consider playables. 

What are playable ads?

Playable ads are interactive ad units that allow users to engage through gestures such as scrolling, swiping, tapping, or clicking. They often replicate game or in-app experiences, enabling users to "try before you buy" and explore a brand or product in an interactive manner.

G‍o Where Consumers Are

With the rise of mobile device usage, the mobile gaming market has grown significantly, now representing 60% of the overall gaming market. In 2019, mobile games accounted for 33% of installs, 10% of time and 74% of consumer spend. This presents an opportunity for brands and marketers to experiment with new ways to engage with consumers where they are. 

71% of app marketers believe playable ads are an effective way to engage with audiences.

Along with its growth in adoption, playable ads have seen a growth in availability. Mobile gaming saw its first introduction into the world of playables with its ease of transfer from the live gaming environment - making them a powerful technique to reach users in-app during breaks in gaming dedicated to ad viewing.

From there, playable ads have grown immensely, becoming the most used ad format of 2021 with active use by 41% of users! Not only that, but their effectiveness has been top-rated as well. A whopping 28% of ad agency professionals have noted playable ads as the most effective in-app ad format, with an additional 23% citing interactive ads.

Users on social media also see a large degree of the web’s use of playable ads, including across Facebook News Feed, Facebook Stories, Audience Network Interstitial and Audience Network Rewarded video. It’s rapid adoption is also affording an even further reach into Instagram Feed and Instagram Stories.

How Playable Ads Drive Performance

Playable ads contribute to advertising success through three main pillars:

1. Higher Retention Rates

By allowing users to experience the brand firsthand, playables shape user expectations. This increases the likelihood of retaining users who become long-term customers, ultimately boosting Lifetime Value (LTV).

Pro Tip: Enhance retention by aligning the core experience of your brand directly with the playable's mechanics.

2. Increased Click-Through and Conversion Rates

Captivating users with immersive media captures attention in cluttered interfaces. Engaging storylines foster a stronger connection, motivating users to take action.

Case Study: Bon Appétit's Holiday Cookie Mini-Quiz reduced cost-per-subscription by 51%. The interactive approach entertained users while driving conversions at a lower cost.

3. Lower Cost Per Install (CPI)

Playables attract more qualified users by giving them a "taste" of the app upfront. This targeted approach reduces ad spend waste and improves user acquisition efficiency.

Key Benefits for Brands

• Capturing Attention: Using movement and storytelling to create a brand connection.

• Low-Friction Value: Introducing products in a stress-free, enabled environment.

• Data and Iterations: Providing real-time data on user behavior to optimize creative strategies.

• Performant Experiences: Designed for smooth delivery and responsiveness.

Want to make playable ads part of your creative strategy?

CRAFTSMAN+ makes it easy to generate playable ads at scale.

With Craftsman Play, you can personalize your playables using ready-made templates or custom tools—no coding required! Request a demo today.