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 we consume and interact with media. Combined with shifts in technology, privacy concerns, and consumers wary of disruptive ads, marketers are rethinking their advertising strategies.

Although the mobile opportunity is clear, it remains a challenging space for brand advertisers due to data measurement issues and attention-span hurdles. Playable ads (or "playables") are a truly endemic form of mobile advertising that address these challenges by enabling deeper engagement analytics than traditional static or video ads.

Since the launch of playable ads on Google in 2017 and Facebook in 2018, adoption has skyrocketed, seeing a 113% growth between 2020 and 2021. Playables thrive in our mobile-ready world by offering experiential marketing that captures attention through rich, interactive experiences.

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 mobile gaming now representing 60% of the overall gaming market, brands have a massive opportunity to reach users where they spend the most time. In fact, 71% of app marketers believe playable ads are an effective way to engage with audiences.

Beyond gaming, these ads have expanded into social media, including Facebook News Feed, Instagram Stories, and Audience Network Interstitial. Effectiveness ratings remain high, with 28% of ad agency professionals citing playable ads as the most effective in-app ad format.

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.