In today’s crowded omnichannel marketplace, ad fatigue is on the rise. In fact, two-thirds of consumers (66%) wish they received fewer marketing messages. In a world where the average person sees up to 10,000 ads per day, how can brands engage customers with experiences that stand out?

Playable ads!

In this blog, learn how to create and implement effective playable ads that convert long-term customers.

Why Playable Ads are a Game Changer

Playable ads are interactive ad units that allow users to engage with a mini-game or experience a product in a gamified format. Rather than a passive experience like video, playables invite active, hands-on engagement. This "try before you buy" model creates stickier users who understand the app’s value before they even install it.

According to IronSource, playable ads see an almost 5x higher average IPM (installs per thousand impressions) than rewarded video ads. Data from Appodeal further shows that playables:

• Convert 2.6x better than static formats.

• Boost average monthly impressions by 53%.

• Drive 70% more installs and 60% more clicks.

• Generate a 40% greater return on ad spend (ROAS).

Playables are also highly cost-effective. As reported in Pocket Gamer, playable ads have a CPI of $1.31, far outpacing the $4.93 average for video ads.

Best Practices for Creating Playable Ads

Showcase Essential Features

With only 15 to 60 seconds to grab attention, you must highlight the core of your product. Focus on your unique gameplay mechanics or distinctive aesthetics to increase brand awareness immediately.

KISS (Keep It Simple and Straightforward)

Overloading an ad with complex features leads to drop-offs. Use intuitive design elements like visual "hands" indicating where to swipe and clear hints within the first 3-4 seconds. Users should grasp the mechanics instantly.

Adjust the Difficulty Level

The "sweet spot" is the easy side of medium. A challenge keeps users engaged, but making it manageable sparks curiosity and makes the user feel active in solving a puzzle.

Let Them Win

Winning boosts a player’s mood and creates a sense of competence. By allowing users to experience victory within the ad, the likelihood of them installing the app to repeat that feeling increases significantly.

Keep Users Wanting More

Tease the "next level" before serving the end card. This sneak peek at unexplored rewards builds anticipation. Immediately follow this with a clear Call to Action (CTA) like "Download now to continue the adventure."

The "Always Be Testing" Mindset

Ongoing experimentation is crucial to understanding what resonates with your audience. Consider these test types:

• A/B Testing: Compare two versions with one varying element (CTA, difficulty, or color).

• User Experience Testing: Identify where users drop off or get confused.

• Creative Testing: Experiment with different characters, storylines, and music.

• Segmentation Testing: Tailor different ad versions to specific audience demographics.

Takeaways

• Playable ads combat ad fatigue by offering active engagement.

• They provide a 40% greater ROAS and a significantly lower CPI than video.

• Success depends on simplicity, a "winning" psychology, and continuous iteration.

Ready to break through the noise?

CRAFTSMAN+ can help you captivate your audience. Our CRAFTSMAN Studio provides a seamless way to personalize playable ads with no-code tools and ready-made templates. Request a demo today to level up your advertising strategy.