A good playable ad starts with a high CTR, and creates a great engagement experience that leads to a higher user acquisition and to reaching more brand KPI’s.


How to Increase CTR

  1. Ad size. The best ad size is around 500K. 2MB should be set as the high end size. Bigger sized ads will create significant media waste in terms of discrepancies.
  2. Clear invitation to play. Playable ads are new form of advertising. Users do not expect them. A clear invitation to play should indicate to every user that this ad is basically a mini game. Once done, the CTR goes through the roof.


How to Increase Conversions

Create multiple ads and test them all the time. The notion of ‘Getting It Right’ is not something we recommend in ads in general or in playable ads in particular. Changing the call to play the game itself and the call to action are an ever needed effort. By using the Creative Factory, this can be done in self-service, so saves both time and money.


Other 3 Golden Rules

  1. Use a real game engine. The Creative Factory offers numerous building blocks. It is fairly easy to create a full game from them alone. Some will apply these, and will maybe add a little bit of coding in order to make the game look better. While this can work, it doesn’t measure up to using a true game engine. A game engine offers better performance and better interactivity. Currently, above 10 engines are running both widgets and templates, and more are being added each week.
  2. Use responsive design. If your game is best seen in portrait mode, add a screen advising: For optimal experience, change your orientation to portrait.
  3. Eventually it’s an ad. Often, game developers look upon a playable ad as a replica of their game instead of an invitation to play the game. It is important to remember that playable ads meet users in a different situation: when they are intending to do something else like a engaging in another game or content. The best playable ads are, thus, inviting and display a brief game as it should be in an ad.

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