Glossary of Mobile Advertising Terms
Playable ads to put it simply, are ads that interact with users that function as some sort of a free demo for an app. They give an opportunity for users to engage with the app and to find out if they like it or not.
These types of ads are quite frequent in the mobile gaming world. Users can try out the core of the game by themselves (rather than watching a gameplay video) before buying or downloading. Playable ads have proven to be quite effective and have gotten very popular in recent times. They have a great conversion rate and are not interruptive, which isn’t something that happens all too often. Research shows that they even have a reduced app uninstall rate. Still, some practice is needed to make the most out of playable ads.
When making a playable ad for a game (or some other app), always make sure to concentrate on the feature that you think is the best or most interesting, anything that will make users more likely to download it. Also, for gaming apps, take special notice on the difficulty too, you don’t want to make it too hard or too easy. You can also give out some kind of reward, like extra life and such. While playable ads are probably best suited for gaming apps, that doesn’t mean they can’t be used in other apps, like e-commerce or social apps.