Leveraging Underutilized Aspects of Playable Ads

The impacts of iOS14.5 and iOS15 in the ad industry due to IDFA changes were significant, to say the least. In case you are not familiar with the new IDFA rules, Apple’s move to limit the usage of IDFA was the most significant change the mobile advertising market has faced in quite some time. iOS ...

Kevin Ford, 2022-03-02

The impacts of iOS14.5 and iOS15 in the ad industry due to IDFA changes were significant, to say the least. In case you are not familiar with the new IDFA rules, Apple’s move to limit the usage of IDFA was the most significant change the mobile advertising market has faced in quite some time. iOS 14.5 users were prompted with the option to opt-in or out tracking for each app that wanted to collect their IDFA. As of July 26, the IDFA opt-out rate in the US was at 72%. Despite the change, companies are still faced with the need to deliver successful monetization strategies to publishers and developers while adapting to the new changes put in place by Apple. The solution: playable ads.

How can playable ads help advertisers?

Without the ability to use IDFA as a way to target users, there is more need than ever before for a way to quickly get the user’s attention when serving an ad – and what better way to do that than to give the user a snapshot of your game even before it’s downloaded? Playable ads have significantly changed people’s perception of ads, thanks to the immersive, highly interactive ad experience they provide.

According to a recent eMarketer report, agency professionals in the United States believe that playable advertisements are the most effective in-app ad format, followed by interactive and rewarded videos. Publishers should use these ads to engage customers and increase return on ad spend if they haven’t previously. According to internal UA data, playable ads increase IVR by more than40% in mature markets such as Europe and the US. Day two retention rate of users acquired via playable ads in Europe, the US, and China is 5-9% higher than those who are converted by regular video ads, according to the same report. 

Creative strategies to improve your playable ads

Despite playable ads growing in popularity and strong results, there are still a few key aspects that are left out or are simply underutilized. Most advertisers believe for a playable ad to be successful it should only contain an easy section of the game that the target user would be able to play and get a taste for. In fact, the opposite is true. The optimal way to develop a complete set of creative strategies based on in-depth research and combine it with the game’s core gameplay elements. 

Many developers tend to miss a crucial factor that contributes to the appeal of playable ads. Creating ads where the user is designed to fail the mission or level instills a desire to try again and be successful. This is where specifically designed ‘fail states’ can be extremely useful for driving downloads. This strategy can be seen in hypercasual and casual games across all categories but are especially successful with shooters.  

Thus far, Mintegral has helped over 5,000 worldwide advertisers and more than 50,000 leading apps to acquire high-quality users at scale in global markets including Europe, America, and the APAC region. Our clients include Voodoo, Outfit7, SayGames, iDreamSky, CrazyLabs, Lion Studio, Zynga, and Alictu, among others. Mintegral’s data management platform has an average of more than 2.2 billion daily active users and over 100 billion daily ad requests.

If you would like to work with the Mintegral team on user acquisition, monetization, or creative solutions, contact us today.

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