Before going in detail to playable ads, I want to state some facts.
According to research, attention span of an individual has considerably decreased. In 2000, it was 12 seconds, 15 years later in 2015, it’s diminished to 8.25 seconds and now in 2019 it is probably lower.
We now have shorter attention spans than goldfish, who are able to focus on a task or object for 9 seconds.
As a result we’re easily distracted! Why this is important? Because marketers are after the target audiences’ attention and it is getting harder and harder to grab it. This is the reason why marketing is such a dynamic expertise and new strategies are developing everyday.
It is a well-known fact that marketing specialists should be more creative and efficient with their content to deliver their message to the audience.
This applies to mobile app marketing strategy too. In this article we will give you a brand new answer to the question: How to advertise an app?
What are Playable Ads?
With Facebook releasing playable ads to market, game developers and app advertisers are on high alert as this exciting new ad format offers the potential to unlock higher quality users, effectively encouraging them to ‘try before they buy’.
Playable ads are interactive ads that let users try out the core functionality of an app (mostly a game), like a free demo. This allows users to experience an app or game before they decide to a download, it grabs their attention because it involves them in the advertisement instead of simply exposing them to a static image or making them passively watch a video ad. This is increasing the engagement and conversion of your mobile ads and contributing to retention by delivering your game’s message clearly. Playable ads are the next big trend after the video ads.
What are the places you can use Playable Ads?
You can use playable ads in different places. You can use them in mobile ad, in-app, in banner or on social media.
Pictures are taken from: https://www.linkedin.com/pulse/playable-ads-future-mobile-marketing-olcayto-cengiz/
What are the key benefits of Playable Ads?
- A free demo gameplay experience ensures the user doesn’t delete the promoted app right after installing because they know what they are downloading.
- These ads have much higher conversion since users want to continue playing.
- Since playable ad creatives are interactive, you can track and analyze the engagement.
If you want to get professional help or learn other futuristic ideas to boost your mobile marketing strategy you can read this article: A Proven Strategy to Increase App Store Ranking.