User acquisition is a crucial factor in determining the success of any video game. However, recent regulatory changes have thrown a curveball into the world of in-game advertising. While static video ads have been the go-to option for driving installs, playable ads have emerged as a powerful alternative.

The Power of Playable Ads

Playable ads have proven to be highly effective in capturing the attention of viewers. When shown to players in the middle of a gaming session, these ads are designed to keep them engaged and entertained. Compared to static video ads, playable ads consistently deliver better performance metrics.

Despite their effectiveness, playable ads still make up a small fraction of the overall mobile advertising landscape. This presents a unique opportunity for game developers and advertisers to be early adopters of this format.

Common Misconceptions about Playable Ads

Maintaining Creative Freedom

Playable ads should not be constrained by the need to replicate the exact gameplay of the game. Just like movie trailers, ads can use creative techniques to entice viewers without revealing too much. The goal is to capture the viewer’s attention and pique their interest, leading them to explore more and take action.

Focus on Visuals, Not Text

Playable ads should not rely on lengthy ad copy to convey their message. Viewers of these ads are typically eager to get back to their games and are unlikely to read extensive text. Instead, the gameplay and visuals should speak for themselves and persuade the viewer to engage with the ad.

Simplicity is Key

Playable ads should be designed to quickly familiarize viewers with the gameplay. Including too many levels or complex interactions can lead to increased player churn. Top-performing playable ads typically have only one level with an average of 2.2 interactions, proving that simplicity is key to maximizing performance and loading speed.

Strategies for Maximizing ROI/ROAS

Less is More

Instead of bombarding viewers with excessive copy, focus on conveying essential information through concise and engaging sentences. Given the short attention span of viewers, playable ads must effectively communicate their message without delays.

Be Daring

Incorporate eye-catching elements at the beginning of the ad to grab the viewer’s attention. This could include humorous or visually striking content that stands out. The goal is to compel viewers to learn more about the game and take action, ultimately driving up the click-through rate on ad spend.

Provide Value

Playable ads with high conversion rates often redirect viewers to the app store before the game ends. This can be achieved through key player interactions and multiple redirection points. By offering something of value to the viewers, such as a compelling gameplay experience, you can increase the likelihood of downloads and conversions.

A/B Test for Optimization

Don’t rely on a single approach when it comes to playable ads. A/B testing different elements such as level layout, color scheme, characters, game rewards, and redirection timing can help optimize the ad’s performance. Automation tools can assist in continuously exploring and refining the best-performing variations through repeated testing.

Track Performance Metrics

Tracking the performance of playable ads is essential for evaluating their effectiveness. While click-through and conversion rates are important indicators, other metrics such as time to engagement, first click rate, game completion rate, and replay rate provide valuable insights. Monitoring these metrics allows advertisers to diagnose potential issues and make improvements as needed.

Playable ads offer a unique opportunity to captivate mobile gamers and drive conversions. By understanding common misconceptions and adopting key strategies, companies can maximize their ROI/ROAS and gain a competitive edge in the evolving landscape of mobile advertising.