Playable Ads in Focus: What Works for Non-Gaming Ads

Playable ads, a high-performing mobile ad format, are often thought of as a natural fit for mobile gaming success. What better way is there to get users to install your game than to try it out first? In gaming, playables work, and a growing number of apps are using the format to flourish.

But when it comes to non-gaming, such as banking apps, or even a basic utility app, the utility of playables becomes murkier.

However, marketers are becoming more creative as they see potential in this novel ad format. That’s because playable interactive ads not only enhance user engagement but also lead to increases in conversions and revenue.

Creative automation platform Playturbo recently analyzed non-gaming app playable ads in combination with Mintegral marketing data to uncover interactive ad performance among non-gaming app sub-genres. Our analysis might help convince you that playables are the way to go, and we've added a handful of tips to help you get started with playable ad campaigns if you want to get started. First, let's deal with the obvious: what makes playables a match of non-gaming?

Are Playable Ads a Match for Non-Gaming Titles?

Interactive preferences for creative formats vary depending on the specific app category. This is due to differences in product functions and user expectations. For example, categories with more visually rich or entertainment-driven experiences tend to adopt playables more heavily. 

In contrast, categories that are more practical, such as utility-focused or dining, may use playables more selectively based on how well the format can demonstrate its functionality.

However, it is notable that playables consistently outperform standard video creatives in almost every in-app advertising category. Some, such as Health and Fitness, demonstrate a 15.2 percentage point gap between playable and video retention. 

We have also identified that:

• • Utilities and Entertainment apps currently have the highest playable ad penetration, with both impression and install shares exceeding 80%.
• • Graphics & Design apps show relatively low overall playable coverage (38.03%).
• • Among top-performing offers in this category, more than 75% of installs come from playables, suggesting untapped potential for interactive creatives.

How Do Users Interact with In-App Playable Ads?

How quickly users engage with playable ads can reveal a lot about their effectiveness. While not every non-gaming app category heavily utilizes playables, a closer look at the interaction metrics reveals playable potential and impact.

• • The first interaction rates range from 20% to 63% for rewarded video ads, and 17.4% to 52.7% for interstitial placements. 
• • Similarly, the time between when an ad starts and the first user action (the time to engagement) varies from 1.5 to 5.4 seconds for rewarded video ads, and 2.5 to 5.8 seconds for interstitial video ads.
• • This indicates that rewarded placements not only drive higher interaction rates but also prompt users to engage more quickly, reinforcing their potential to encourage user interaction.

Music and Entertainment apps lead with the highest interaction and completion rates across both placements. This may be due to their intuitive content and users' familiarity with interactive media, making playable ads feel like a natural extension of their app experience.

In contrast, Dining, Translation, and Grocery apps show lower completion rates, highlighting the need for a more optimized experience to hold user attention throughout the app ads.

Turning Insights into Actions

Although a growing presence, Playable ads remain an untapped opportunity for non-gaming apps. If you haven't already explored their potential, now is the time to start. To begin your playables ad journey, focus on creative flows that highlight your app's core value and optimize based on the behaviors and expectations of your category. With the right tools and insights, interactive app ads can become a high-impact channel for growth.

Playturbo makes it easier to produce, test, and localize creatives at scale, giving your team the flexibility to iterate and the power to convert. With a vast library of customizable creative templates and ad creator tools, advertisers can easily create high-performing playable ads that elevate their app marketing strategy.

How Playturbo Can Help With Playables for Your Non-Gaming App

Playable ads are a powerful tool that can be used by non-gaming apps to capture user attention, boost engagement, and drive conversions. With Playturbo, you can create high-quality playable ads and creative video ads that elevate your app marketing strategy.

As a leader in creative automation, Playturbo provides powerful tools for designing, managing, and optimizing playable and video ad campaigns, making them accessible to everyone. Developers can leverage Playturbo's library of ready-made templates to produce engaging ads instantly and deliver them across mainstream ad networks.

Ready to elevate your ad strategy? Explore Playturbo's innovative solutions and discover how we support developers to generate high-performing AI ads at scale. Follow us on LinkedIn to keep track of all our updates. Contact us today to kickstart your journey with video ads!