{"id":77790,"date":"2024-07-16T07:36:33","date_gmt":"2024-07-16T07:36:33","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=77790"},"modified":"2025-06-20T17:46:35","modified_gmt":"2025-06-20T17:46:35","slug":"what-are-playable-ads","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/zh-tw\/glossary\/what-are-playable-ads\/","title":{"rendered":"Playable Ads"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Are Playable Ads?\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tPlayable ads \u2013 also known as \u201cplayables\u201d \u2013 are ads that allow users to try out a mini or demo version of a mobile game or app before they go on to install it. <br><br>This ad unit is more interactive than other formats and allows users to experience a small snippet of gameplay or the in-app experience (by touching, swiping, tapping, etc.) so they have a better understanding of the app before installing it. It\u2019s like window shopping. The most successful playables exhibit an app\u2019s most appealing characteristics. \n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are two types of playable ad units: HTML and interactive video<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advertisers should A\/B test how intuitive and compelling their playable is<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Playables deliver better conversion, retention, and LTV metrics than other formats<\/span><\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How Do Playables Work?<\/h2>\n\n\n\n<p>Playable mobile ads usually take up an entire mobile screen and last between 15 seconds and a minute and exhibit an app\u2019s most important sequence or feature. This is how they work:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A user uses an app<\/li>\n\n\n\n<li>The user (ideally) has a natural break in the in-app experience, such as between levels in a game<\/li>\n\n\n\n<li>The user sees a playable ad on the screen<\/li>\n\n\n\n<li>The user interacts with the playable&nbsp;<\/li>\n\n\n\n<li>The ad concludes with an end card, displaying a call-to-action, driving the user to install the app or take another action<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"746\" height=\"1024\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/07\/what-are-playable-ads-746x1024.png\" alt=\"diagram showing how playable ads work from ads appearing on a phone screen\" class=\"wp-image-85638\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads-746x1024.png 746w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads-219x300.png 219w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads-768x1054.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads-1119x1536.png 1119w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads-1492x2048.png 1492w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/what-are-playable-ads.png 1875w\" sizes=\"auto, (max-width: 746px) 100vw, 746px\" \/><\/figure>\n\n\n\n<p>Sometimes, a user might also receive rewards in exchange for interacting with the ad \u2013 they\u2019ll receive in-app currency in the app they\u2019re currently engaging with for doing so.<\/p>\n\n\n\n<p>While it might seem obvious, it\u2019s important that advertisers <a href=\"https:\/\/adjoe.io\/glossary\/a-b-testing-apps\/\" target=\"_blank\" rel=\"noreferrer noopener\">A\/B test how intuitive and compelling their playable is<\/a>. If the ad is a minigame, for example, that the user can try out and play, they should ensure that the difficulty is just right in order to keep them interested and make the install.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Which Types of Playable Ads Are There?&nbsp;<\/h3>\n\n\n\n<p>There are two types of playable ad units: HTML and interactive video ads.&nbsp;<\/p>\n\n\n\n<p>HTML ads recreate a snippet of a mobile game to ensure that the user has a solid understanding of the game and demonstrates a more accurate gameplay experience. They are called HTML ads because ad developers build their creatives in HTML5 to ensure fast loading times and a better user experience \u2013 all of which will ideally lead to a conversion, such as a purchase, download, or signup.&nbsp;<\/p>\n\n\n\n<p>Interactive videos use videos taken from the game to create the ad. It\u2019s easier to develop but isn\u2019t always as engaging as an HTML ad. While they can have impressive graphics, they require larger files and therefore risk frustrating users with less impressive latency than HTML ads.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Are the Benefits of Playable Ads?<\/h2>\n\n\n\n<p>App downloads, while they are still growing year over year, are harder to come by within the competitive app market.<\/p>\n\n\n\n<p>This is why playables have become a nonnegotiable ad unit for both publishers and advertisers. With their ability to showcase an app in the best-possible most dynamic way playables better convert users at the awareness stage of the conversion funnel.&nbsp;<\/p>\n\n\n\n<p>Other reasons this ad unit is popular include the following:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Better Retention, Conversion, and LTV Metrics<\/h3>\n\n\n\n<p>Playable ads \u2013 especially HTML playables \u2013 deliver better <a href=\"https:\/\/adjoe.io\/glossary\/app-retention-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">retention<\/a> and LTV metrics than other static ad formats, such as banner ads or interstitials.&nbsp;<\/p>\n\n\n\n<p>Their immersive qualities mean that users can get an accurate flavor of the app before installing it, meaning they\u2019re less likely to churn because they have a good idea of the app\u2019s UX. Playables give the user a fair representation of the app and they are also more likely to trust the publisher and the app.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Higher ROAS<\/h3>\n\n\n\n<p>Being able to deliver good retention and LTV metics means that advertisers benefit from a higher <a href=\"https:\/\/adjoe.io\/glossary\/roas\/\" target=\"_blank\" rel=\"noreferrer noopener\">return on ad spend<\/a> is also higher. This is because the advertiser is less likely to waste their budget acquiring users who end up churning from the app and demonstrating poor retention.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Better Retention, Conversion, and LTV Metrics<\/h3>\n\n\n\n<p>Playable mobile ads \u2013 especially HTML playables \u2013 deliver better <a href=\"https:\/\/adjoe.io\/glossary\/app-retention-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">retention<\/a> and LTV metrics than other static ad formats, such as banner ads or interstitials.&nbsp;<\/p>\n\n\n\n<p>Their immersive qualities mean that users can get an accurate flavor of the app before installing it, meaning they\u2019re less likely to churn because they have a good idea of the app\u2019s UX. Playables give the user a fair representation of the app and they are also more likely to trust the publisher and the app.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Higher ROAS&nbsp;<\/h3>\n\n\n\n<p>Being able to deliver good retention and LTV metics means that advertisers benefit from a higher <a href=\"https:\/\/adjoe.io\/glossary\/roas\/\" target=\"_blank\" rel=\"noreferrer noopener\">return on ad spend<\/a> is also higher. This is because the advertiser is less likely to waste their budget acquiring users who end up churning from the app and demonstrating poor retention.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"803\" src=\"https:\/\/adjoe.io\/app\/uploads\/2024\/07\/benefits-of-playable-ads-1024x803.png\" alt=\"young people on their phone with text about the benefits of playable ads written around them\" class=\"wp-image-78953\" style=\"width:710px\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/benefits-of-playable-ads-1024x803.png 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/benefits-of-playable-ads-300x235.png 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/benefits-of-playable-ads-768x603.png 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/benefits-of-playable-ads-1536x1205.png 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2024\/07\/benefits-of-playable-ads.png 1876w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Greater Brand Awareness<\/h3>\n\n\n\n<p>Playables offer advertisers greater brand awareness. And since trust is the new currency among consumers, this is important. If an advertiser\u2019s playables are able to draw brand recognition and familiarity from users after they have interacted with their ads, they will be more likely to connect with the brand and convert.&nbsp;<\/p>\n\n\n\n<p>The most successful advertisers drive brand awareness through colors, fonts, and messaging.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Higher Engagement&nbsp;and Revenue<\/h3>\n\n\n\n<p>Capturing the time and attention of mobile users is a priority for both publishers and advertisers. Rewarded playables, as an interactive <a href=\"https:\/\/adjoe.io\/blog\/everything-you-need-to-know-about-adjoe-user-opt-in\/\" target=\"_blank\" rel=\"noreferrer noopener\">opt-in ad unit<\/a>, remove the passivity in the ad experience.&nbsp;<\/p>\n\n\n\n<p>When users can engage with a brand through its playable ads, they are more likely to become aware of the brand and either install the app there and then or at a later date. Without this engagement, publishers will find it difficult to monetize their users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>Incorporating a variety of ads, including playable ad units, is essential to capture a diverse user base, increase brand awareness, and enhance the user\u2019s ad experience.&nbsp;<\/p>\n\n\n\n<p>But to achieve the right balance and avoid excessive competition, advertisers should perform A\/B testing on ad placement, frequency, and the content of the ad to ensure they are exhibiting their app in the most appealing way.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1707917872812\"><strong class=\"schema-faq-question\">What Are Playable Ads?<br\/><\/strong> <p class=\"schema-faq-answer\">Playable ads \u2013 or playables \u2013 are ads that allow users to try out a mini or demo version of a mobile game or app before they go on to install it.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1707917896473\"><strong class=\"schema-faq-question\">How Do Playables Work?<br\/><\/strong> <p class=\"schema-faq-answer\">Playable mobile ads exhibit an app\u2019s most important sequence or feature. A user sees them take up the full screen when using an app. They\u2019ll ideally interact with the playable before seeing an end card. This end card displays a call-to-action, which drives them to install the app or take another action.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1707917927765\"><strong class=\"schema-faq-question\">Why Are Playables Good? <br\/><\/strong> <p class=\"schema-faq-answer\">Playables showcase an app in the best-possible most dynamic way \u2013 better than most other ad formats. They result in higher LTV, ROAS, and retention for mobile advertisers and better brand awareness, engagement, and revenue for publishers.<br\/><br\/><br\/><br\/><\/p> <\/div> <\/div>\n\n\n\n<p><\/p>\n","protected":false},"author":6,"featured_media":78952,"menu_order":0,"template":"","ppma_author":[51],"class_list":["post-77790","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Playable Ads: How Do They Work on Mobile? | adjoe<\/title>\n<meta name=\"description\" content=\"What are playable ads? \u2013 what are they, how do they work, which benefits do they offer mobile publishers &amp; advertisers? 2025 guide\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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