Facebook playable ads
Facebook’s playable ads format has the potential to provide some high-level benefits to companies that can use them effectively.
Facebook playable ads are advertisements that show up in user’s newsfeeds, allowing them to interact and play mini-games directly through the advertisement. Typically these games are short, providing Facebook users with a simple, interactive way to familiarize themselves with a brand. Playable ads are a format that is especially suited for driving engagement.
The most common way in which playable ads are used is to provide users with a short trial version of a mobile game or app. Letting users ‘test drive’ the app before clicking through to install gets them invested and removes one of the largest barriers to entry.
Just take a look at this example campaign for the new Angry Birds game. The ad starts with a short lead-in video, then leads directly to a full interactive preview of the game.
It’s important to note that the full playable experience is only available on the newsfeed, although advertisers can select extra placements for the video portion of the advertisement. While Facebook’s playable ads do provide an excellent platform for mobile apps and games, the format can also be creatively used by companies in almost any industry. A little ingenuity can go a long way.
The same in-depth targeted features that are available with other ad formats on the Facebook Ads platform are available to playable ads. For apps, playable ads create initial engagement that leads to high-intent installs. However, companies in almost any B2C market can benefit from the improved ROAS that playable ads provide.