In the ever-evolving landscape of digital advertising, marketers face the constant challenge of finding innovative ways to engage audiences. One such innovation making waves is playable ads. These interactive formats capture attention and create positive user experiences. But what exactly are playables, and how can they reach new audiences more effectively than traditional advertising?

What Are Playable Ads?

Playable ads are interactive advertisements that allow users to engage with a mini-game or experience a product or service hands-on. Instead of passively watching a video, users participate in the content—often through a brief game or simulation. This "try before you buy" approach provides a sneak peek into the value a product offers.

Why Do Playable Ads Matter?

“In a world where advertisements are often seen as intrusive, it's crucial to find a technique which engages users. Playable ads provide users with the opportunity to have an impact in their ad experience, which could be the difference between a successful install or not.”

— Rowan Santa Cruz, PLAY Product Manager

According to the Interactive Advertising Bureau, roughly 1 in 5 consumers choose to engage with a playable ad when presented with one. Here is why consumers react so positively:

Interactive Engagement

Playable ads stand out by inviting active participation. Users become part of the experience, which enhances the ad's memorability. Juan Carlos Martinez, resident expert at CRAFTSMAN+, notes: “Why watch a video about a game when you can play it instead? They boost engagement and retention because they are entertaining.”

User-Centric Approach

Playables prioritize the user's experience by offering informed decision-making. Marketers are also using rewarded experiences to boost satisfaction. Ryan Ondriezek, Art Director at CRAFTSMAN+, reports that rewarded campaigns can achieve 5X more engagement than standard mobile advertisements by offering points, vouchers, or deals.

Retaining High-Value Users

There is a noticeable shift toward retaining users for longer periods. Playable ads bring in more engaged users who tend to spend more time within an app. These users often have a higher Lifetime Value (LTV), leading to increased revenue and cross-promotion opportunities.

Quality Leads and Data Insights

Filtering for Quality

Playable ads act as a natural filter. By allowing users to experience a slice of the product first, the leads generated are of higher quality, significantly increasing the chances of conversion.

A/B Testing and Experimentation

Playables unlock valuable data by tracking specific user interactions and identify exactly where conversions are likely to happen. Marketers can use this to fine-tune campaigns in real-time.

Rowan Santa Cruz highlights how technology has simplified this: “A process which used to require a developer and countless hours can now be accomplished on PLAY in minutes—using existing static and motion assets. These efficiencies allow brands to test risky concepts and drive positive connections at scale.”

Whether you want to engage, challenge, or excite your users, PLAY is your solution to create, test, and scale in minutes.

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