Playable Ads vs. Video Ads: Which Drives Higher Engagement?

In programmatic ads, the campaign format can be a real performance driver. Make the wrong choice, and today’s mobile user will quickly tune out anything that doesn’t grab their attention. 

So, when it comes to driving engagement, what actually works: a slick, high-impact video ad, or a try-before-you-download playable? 

In this breakdown, we’re looking into the real numbers behind playable ads vs video ads: click-through rate, retention, and LTV.

And if you’re planning your next campaign, we’ve included a bonus checklist at the end to help you choose the right format for your goals.

What are Playable Ads? 

Playable ads (or playables) are interactive ad formats in which users try a mini-version of a mobile game or app before deciding to download it, directly within the ad. 

Typically lasting 15-60 seconds, playable ads attract high-intent users.

Their interactive nature drives better conversion rates, higher retention, stronger lifetime value (LTV), and return on ad spend (ROAS).

Types of Playable Ads

• Mini-game ads: Quick, simple game demos for core gameplay.

• Interactive demo ads: Hands-on previews of app features within the ad.

• Tutorial ads: Guided experiences teaching app mechanics.

• Quick challenge ads: Short tasks or puzzles that boost engagement fast.

• Reward-based playable ads: Users complete the gameplay to earn in-app rewards.

How Does It Work? 

Playable ads use lightweight HTML5 or video-based playables inside the ad container. When the ad loads, it streams interactive content so users can engage; no downloads required.

Behind the scenes, the ad tracks user interactions & reports data back to the ad platform for targeting.

When Should You Use Playable Ads?

Playable ads are best for mobile games (especially hyper-casual and casual games) and apps where the core action is shown quickly. They filter out low-intent users, reduce churn rates, and improve campaign efficiency.

Playable ads can excel in hyper-casual games because their simple mechanics and instant gratification match the genre’s core appeal.

What are Video Ads? 

Think of video ads as a TV commercial for your app. Video ads are non-interactive ads that promote apps or games using short videos. 

These ads display gameplay, app features, or brand stories at natural user break points to capture attention and drive installs or conversions. 

Video ads typically run between 6 and 60 seconds. Video ads are easy to scale, reach large audiences, and work well across ad networks.

Types of Video Ads

• In-stream video ads: Videos that play during the app’s video content (before, during, or after).

• Interstitial video ads: Full screen videos that appear between app screens (like between game levels).

• Rewarded video ads: Users watch to earn in-app rewards & boost engagement.

• Native video ads: Ads blended into the app content.

How Do Video Ads Work?

Video ads are usually MP4 or similar files served via ad networks. They load in the app’s ad container and play automatically or on click. Ad platforms track views, skips, and clicks to optimize programmatic ad targeting.

When Should You Use Video Ads?

Video ads are great for reaching a wide audience and for brand awareness. They can show rich storytelling or complex features. Video ads help scale user acquisition, especially for mid-core and detailed games or apps.

This ad format is effective at highlighting mid-core games’ complex gameplay, rich graphics, and storytelling.

Playable Ads vs Video Ads: User Engagement Metrics

Click-Through Rate (CTR)

// CTR in mobile advertising is the percentage of users who click on an ad after seeing it.

Playable ads > create curiosity and direct interaction, leading to higher initial CTR. 

They turn a passive audience into active users by allowing them to interact with the ad content. 

Data says: Interactive playable ads have 3x higher conversion rates than conventional ads, while mini game ads can reach CTRs 700% more than static ads.

Playable ads trigger these psychological concepts, leading to higher CTRs:

• Foot-in-the-door, where small actions (initial play) lead to bigger ones (install the app).

• IKEA effect, where users value things they put effort into. 

• Endowment effect, trying something gives users a sense of ownership. 

Video Ads > rely on compelling visuals & storytelling for high CTR.

Bold visuals & motion hook viewers in the first few seconds. Stories trigger feelings that connect viewers and lead them to a clear payoff and a strong call-to-action.

Looking at the data, 51% of app developers worldwide considered full-screen video ads the most effective ads to acquire new app users. 

Video ads trigger a different set of psychological aspects for CTRs:

• Emotional Contagion: Ads that evoke feelings: humour, excitement, and empathy, making it memorable & persuasive.

• Curiosity Gap: Spark interest early to keep them watching with a clear call to action (CTA). 

• Mere Exposure Effect: Ads showing up often build familiarity and liking.

Retention Rates

// Retention rate measures how many users continue using the app after the initial download.

Playable Ads > Have early user retention due to pre-qualification & realistic app preview. 

There’s industry data to support that playable rewarded ads boost retention by 30-40%. 

This makes sense, as playables offer a realistic experience, reducing post-install churn by aligning user expectations early in the process. 

What attracts high-quality users from these ads can translate to retention & lifetime value, especially when supported by proper post-install optimizations.

Video Ads > Brand awareness & broader audience reach, impacting long-term retention. 

Let’s take video formats, their ability to build brand awareness and emotional engagement leads to sustained user interest. 

Around 62% of developers reported that user retention either increased or remained stable after implementing rewarded video ads. 

Ad Engagement Rates

// Ad engagement rate is the percentage of users who interact with an ad.

Playable Ads > Direct measurement of user engagement within the ad (e.g., game completion, specific actions). Data shows Playables bring an engagement rate between 15% and 30%.

Video Ads > Engagement measured by views (watch time), completion rates, and post-click behavior.

Video ads appeal to both casual browsers & high-intent users, broadening reach while keeping ad quality. In-app video ads typically have high completion rates, often exceeding 75% for rewarded video formats.

Monetization: Which Brings More Lifetime Value (LTV)?

// Lifetime Value (LTV) is influenced by ad formats but also depends on app quality, user experience, and ongoing optimizations.

Playable Ads and LTV

Playable ads typically generate higher LTV by attracting engaged users who get a real preview of the game, leading to more in-app purchases and longer sessions. Some game studios report a 3.2x improvement in ROAS as a result of playable ads. 

Combining Playables with Rewards 

Business of Apps reported that playables in rewarded inventory drove a 37% lower CPI and a 2.5% increase in ROAS compared to non-rewarded inventory.

Video ads and LTV

Video ads boost LTV by sheer volume and emotional pull. The overall volume of installs can drive significant total revenue through ad views and occasional in-app purchases. Video ads can showcase premium features, nudging users to buy later and boost LTV.

Cost-per-install (CPI)

Playable ads usually have a higher CPI than video ads because they attract more engaged and qualified users. 

Video ads tend to have a lower CPI since they reach a broader audience but with less user qualification.

• Video ads = lower CPI, broader reach with more ad views

• Playable ads = higher CPI, better quality users

Playable or Video Ads? Pick the Right Mobile Ad Format

When to Use Playable Ads?

When to Use Video Ads?

How adjoe Ads Help in Programmatic Ads?

Playable ads are more technically complicated than other types of mobile ads. It requires extensive testing and optimization to match your app. adjoe Ads provide easy-to-integrate, interactive formats and solutions that ease production, improving ad performance and ROAS. 

Video ads can be inefficient without precise targeting and optimized bids. With adjoe Ads’ advanced algorithms, you can efficiently bid for impressions, ensuring broader reach without overspending. 

Deliver Higher Engagement for Playable & Video Ads

Playable and video ads both offer engaging, high-value experiences that boost user retention & monetization. adjoe Ads help make this happen.

• adjoe Ads for advertisers: Reach the right users more efficiently, getting better engagement and results without stretching your budget.

• adjoe Ads for publishers: Achieve higher revenue by connecting you with premium advertisers while keeping your users happy with smooth, well-designed ads.

Ready to explore? Check how you can grow your app programmatically. Reach out to the adjoe team for your specific use case.