The Tales of Ad-Nother World

Sitting in an office all day, day after day, can cause anyone to feel down in the dumps and bored. Users scrolling through their phones and on their apps feel that same way when they are bombarded by ads that are just one and the same. What if a party anywhere, anytime, and in any country was as easy as just hitting “play”? As ad formats advance across the world, it might just be that easy for ads to be playful and fun -- in this world and ad-nother, writes Alyssa Jacobson, Director of Marketing, CrossInstall. 

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Recently, playable ads have come to represent the new, high LTV (lifetime value) format in markets worldwide. With mobile development in some countries lagging and many countries having vastly different environmental factors, how has this evolution become possible?

Mobile Industry Fragmentation

The worldwide mobile ecosystem is fragmented. With the growth of new platforms, almost all processes have become more complex. But this isn’t to say there hasn’t been progress in ad tech creative content and user engagement. Recently, more companies worldwide are seeing the value in using playables to overcome a previously drab ad experience. Playable ad maturation varies per country because historically, playables have been hindered by technical issues. So how do advertisers in different regions join the party?

Also Read: The Tales of the Ad Optimization Patrol

Playable Ads Emerge in Worldwide Markets as More Countries Join the Playable Party

There are different levels of worldwide familiarity with playable ads. For example, one misconception is that playables are only limited to games. Actually, playables have become prevalent in a variety of different verticals, including e-commerce, entertainment, retail, food, and travel. Day by day, we are constantly redefining the limits of what is possible for interactive ads and more companies are joining the party. Games and brands should plan accordingly to ensure they engage and acquire users on mobile.

Recently, playable growth in APAC and Latin America has been astounding. Advertisers of all sizes and industries see the value of using playable, interactive ads for their campaigns. Using playable ads to captivate audiences with limited attention spans leads to high-intent, targeted installs.

For example, since playable ads are an appealing, immersive, and innovative ad format, Facebook decided to launch them on its News Feed and Facebook Audience Network. This provided a large influx of non-gaming and brand interest. It is beneficial to any type of company to provide a sample of its brand and connect with potential customers.

Due to the unique interactive component, playable ads are preferred by consumers over  outdated interstitial ads. Playables generate more conversions, retention, and RTV, which is why companies choose to use them on ever-growing platforms like Facebook and Google. Also, creative ideas are becoming far more data-driven and engaging, meaning users are seeing ads tailored to their interests. Companies that strive toward these goals should find collaborators and allies in playables production and join the festivities.

Also Read: The Tales of the CopycApp

This is only the tip of the iceberg for a realm of possibilities. Playable ads are an up-and-coming technology worldwide.

Worldwide markets are transforming with playables. Now, no matter where they’re based, everyone can join the party!