Did you know there is more than one type of playable ad? Among playable ads, there are two primary formats: HTML5 playables and video-based playables. While both types of interactive ads aim to captivate potential users, their approaches and capabilities vary, making them unique tools in a marketer's arsenal.

Learn the unique benefits of each type of playable and why testing both is vital to a well-rounded digital ad strategy.

What are Playable Ads?

Playables are interactive ad units that offer users a taste of an app or game before committing to a download. This "try before you install" experience enhances user engagement, conversion, and retention.

• Higher Retention Rates: Firsthand experience leads to increased user lifetime value (LTV).

• Increased Conversions: Playable ads convert 2.6x better than static formats.

• Lower Cost Per Install (CPI): With an average $1.31 CPI, playables are the most cost-effective format in gaming.

• Engagement and Trust: Opt-in engagement filters out non-committed users, reducing uninstalls.

• Frictionless Experience: No download is required to start playing, removing immediate barriers to entry.

Understanding HTML5 Playable Ads

HTML5 playable ads are interactive experiences built using custom code, enabling interactions beyond simple taps. Users can drag pieces, make branching choices, or solve puzzles, providing a genuine feel for the app's mechanics.

Strengths of HTML5 Playable Ads

• Multiple Outcomes: These ads adapt to user decisions, creating a customized experience mirroring the actual app.

• Deep Analytics: Custom coding allows developers to track specific user behaviors and preferences within the ad.

• Sustainability: These units can be "evergreen." Once a winner is found, you can update assets or themes rather than rebuilding from scratch, mitigating ad fatigue.

Understanding Video-Based Playable Ads

Video-based playables are derived from traditional video ads enhanced with interactive "hotspots." These typically guide users through a linear narrative with simple interaction options like tapping to continue.

Strengths of Video-Based Playable Ads

• Extend Content Life: Add interactive elements to existing, well-produced video assets with minimal additional investment.

• Wide Compatibility: These are compatible across almost all ad networks and platforms.

• Simple Production: They do not require complex HTML5 coding, making them faster to deploy.

Choosing the Right Playable Ad Strategy

Rather than viewing these as competing formats, consider them different tools for different goals. HTML5 playables excel at deep, interactive previews, while video-based playables provide quick, engaging teasers for wide distribution.

To maximize effectiveness, test both types. HTML5 playables are ideal for gaming platforms with high engagement, while video-based playables work well in broader contexts to quickly capture interest.

Key Takeaways

• HTML5: Best for deep interaction, multiple outcomes, and long-term sustainability.

• Video-Based: Best for rapid production, wide network reach, and repurposing existing video assets.

• Strategic Dual Approach: Use both to cater to different user preferences and maximize campaign reach.

CRAFTSMAN+: Pioneering Playable Ad Innovations

At CRAFTSMAN+, our suite of interactive tools, including PLAY, is designed to empower brands to create, test, and optimize both HTML5 and video-based playable ads at scale.

Ready to transform your brand’s digital presence with gamification? Request a Demo Today!