WHO SAID THAT PLAY IS JUST FOR KIDS? A GUIDE FOR PLAYABLE ADS + TIPS ON HOW TO CREATE THEM

Do you wake up in the morning and the first thing you do is grab your phone? Chances are, you also end up falling asleep with your nose buried in your mobile screen.

Truth be told, we won’t be surprised because statistics show that we are getting more and more addicted to our favorite devices. And guess what, your target audience and potential clients are going through the same routine.

In one of our previous articles, we mentioned why successful marketers are using this fact to their advantage. Another strong card on their sleeve is premeditated digital advertising campaigns based on engaging, eye-catching and interactive banner ads. These banners are built on HTML5 technology, Javascript and CSS. Here are some examples of the end results you could get if you trust us with your next promotional push.

Playable ads take user engagement to the next level

As we have mentioned many times, an attractive ad is a good ad. This is why we often use rich media in our banners - video, audio, and moving elements. But what is even better is to invite your potential client to play with your ad and have a sneak peek of the product or service you are offering, or simply taste the vibe of your brand.

This is where playable ads come in. They use the same HTML5 technology, but what they add to the user experience is the interactive element. Playable ads are most often used to advertise mobile games and apps. They allow users to test-drive the app, get hooked and potentially download it. However, the applications of playable ads do not stop here. Many big companies have used this ad format to get more customers on board. Some of them include Uber, Amazon and Mcdonald's. You can see some examples here.

Playable-ads-friendly platforms include Google and Apple Play Store, Facebook and Instagram, Snapchat, TikTok. They can also be deployed on any website with the help of Google ads. Depending on the profile of your buyer persona you can use any of them. For example, TikTok and Snapchat are mostly used by teens and youngsters, while Facebook is the grown-up’s preferred social media. To learn more, check out Facebook’s and Google’s requirements. The good thing is that thanks to HTML5, playable ads can be designed in the size you need and can be displayed on both mobile and desktop. You can get the user to play with your brand on any mobile ad network, mobile app, social media platform, or web landing page.

Play gets you results

Playable ads leverage the power of gamification to get the audience to engage with them. Game-like elements spike people’s interest and curiosity about what will happen next. This is why the user is more likely to get to the end of the ad and click on your call-to-action (CTA) button. A psychological element is also involved - players are subconsciously stimulated to seek a reward.

Playable ads are fun and engaging because they can even include sound effects. They offer an immersive experience rather than being intrusive, which makes them a great asset in your sales techniques arsenal. To some extent, this is what gives them an advantage when it comes to customer acquisition. Some statistics show that playable ads produce conversion rates up to seven times higher than those of video ads

Playable ads do not feel “salesy” or “pushy” like non-skippable ads, for example. They use the try-it-before-you-buy-it model. This leaves the customer with a sense of freedom. The choice to engage or not with the ad is completely theirs.

Playable ads also provide you with better data collection and analytics. Marketers can track every click and follow the full customer's journey. This helps them get crucial insights into the ad’s performance and where ad creatives can be optimized.

How to design a playable ad

Usually, all playable apps have three components.

1. They start with a quick tutorial showing the user how to play.

2. Then the moment of interaction comes and the user can take action.

3. The last component is a CTA button that usually is an invitation to get a discount, learn more about the service, sign up for an email list, download an app, etc. The message could vary depending on what is the goal of the campaign.

When creating your playable ad, the same design principles apply.

• Think about what you want to say or show your target persona to get their attention.

• Even if the HTML5 technology allows you to add a lot of different elements, think about what you really need and what would be too much. Keep it simple and don’t distract consumers from the main idea.

• Just to be sure, prepare several designs and perform A/B testing to identify the best option.

• Of course, no need to say this, but make sure that your message and written text matches the whole experience.

• Since we are talking about playable ads, you can even reward (with a specific message or emoji) the user for having reached the end.

• Finish off with an adequate CTA button that logically completes the storyline of the ad.

Are you ready to experiment? Get in touch with our team and share with us your ideas.