Over the last two years, digital advertising has made a marked shift toward video and mobile. And it’s no wonder, with consumers leveraging hand-held devices to post and play content at home and at work. As 2017 continues to unfold, we anticipate the rise of a new consumable in the mobile mix—playable ads.

Playable ads (sometimes called “interactive ads”) are mini-games that run within a regular digital ad. Typically playable ads are associated with mobile gaming apps like Brick Breaker, Match 3, or Need for Speed—enabling consumers to “play with” or sample the application prior to downloading.

Because games invite people to engage in fun ways, they tend to be perceived positively by consumers. Similarly, ads that attract people to play tend to reflect positively on the brands promoting them. From there, social sharing can follow—with consumers extending playable ads to friends, resulting in free traffic for advertisers.

Since mobile users are typically highly engaged, playable ads done right can lead to favorable results for your business. If you are considering developing a playable ad as a way to promote your brand, here are a few tips to help you start smart.

DO:

Keep it simple. Remember, your audience is accustomed to more-typical interactions online—so make your game and game play intuitive in order to keep consumers engaged.

Stay on brand. Choose a game that suits your brand; take care to ensure that the messaging and design of your game are in line with the brand as well.

Consider co-branding. Co-branding or branded stages for the right game can go a long way to capturing customers, providing significant lift.

DON’T:

Forget about size. Ad sizes tend to expand in playable ads—make sure they don’t get too big.

Opt for ready-made. Some playable ads let you drop your logo into a ready-made generic game. Avoid this, as it can minimize the experience of your brand.

Rely on CTR alone. Avoid going live based on CTR data only. Better to run an A/B test and define a proven data strategy prior to launching.

Playable ads are relatively new for mobile marketers, with multiple formats and options to consider before you begin. If you are interested in learning more about playable ads, check out our sample games then give us a call to let us know what you think.

justAd is a creative technology company offering a product ensemble that empowers users to get results. We help corporate and internal agencies create, deliver, and track rich media, interactive video, and playable ads. By powering hundreds of playable campaigns, we have proven expertise with a range of mobile ad types—developing effective campaigns that generate business for our clients.