One Important Way to Make Your Playable Ads More Efficient
We live in a world where engagement and attention are paramount. As brands and advertisers struggle to cut through the noise and work hard to compete for users’ attention, one thing is becoming quite clear: more is not always better. As the ad volume increases, users become exhausted, which leads to diminished effectiveness and subpar campaign performance. The solution lies in playable mobile ads, which offer interactive experiences that captivate users.
Among various ad formats, banners and video ads are still the most prevalent. However, playable mobile ads generate the highest engagement rates - not only that, but the quality of users they acquire is better, resulting in higher retention rates as well.
Source: eMarketer
Source: Statista
So if playable ads are very effective at acquiring and retaining high-quality users, why are they not used as frequently as the other formats?
The problem: Playable ads can be difficult to mass-produce and distribute
Creating playable ads involves a complex process: storyboarding, UI designing, coding, developing, testing, iterating, and more. Because of the technical and financial challenges that come with producing playable mobile ads, many advertisers think they have to give up on it.
Another issue is around optimization. As campaigns grow in reach and scale, advertisers must optimize their ad creatives to ensure they maximize their campaign ROI. But how can you do that at scale and maintain a steady budget spend when playable ads are so resource-intensive?
The solution: Element-level iterations
It's evident that relying on a single ad creative is insufficient for campaign success. Keeping your creatives fresh is crucial. However, when financial or technical constraints hinder the ability to create playable ads in variety, what do you do?
Iterating on an existing playable mobile ad is a great way to keep your ad creative fresh, while controlling your budget. Because playable ads are HTML5-based, you can easily tweak elements like characters, ad duration, game difficulty, background music, and ad copy without having to render and export everything. Thanks to Playturbo, advertisers can simply make these edits playable with just a few clicks.
Here’s an example of a previous project we worked on for Color Bump 3D. We made two versions of ad creatives:
• Version 1: A brand new playable ad creative that increased IVR by 124%, and took seven days to iterate
• Version 2: A simple tweak to the existing creative (game skin), resulting in an 80% IVR increase in just one day
Creating a new playable ad is definitely valuable, but when time and/or budget are an issue, making small iterations is often the best way forward.
How element-level optimization can improve results with minimal costs
If you want to take your campaigns to the next level with innovative, engaging playable ad creatives, don't hesitate to contact the Playturbo team to see Playturbo in action. Don’t forget to also follow us on LinkedIn for the latest updates and insights!
