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THE 10
COMMANDMENTS
OF PLAYABLE ADS
Felix Braberg, Head of Gaming, Adikteev
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About Adikteev
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● Global team with offices in Paris, Berlin, NYC, & San Francisco
● In-house Creative Studio with 25 designers
● 482 Playables developed by the team last year (2017)
● Trusted by: King, Socialpoint, Nexon, Gameloft
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No content
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• There has been a 200% increase in
playable output year-on-year
• Playable ads result in CTR up to
7x higher than video ads.
• 4x higher retention rates than any other
mobile ad format
*Applovin, Ironsource
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THOU SHALT
BE
ACTIONABLE
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1.
Copy and CTA should be
actionable so the user can
interact with the creative and
complete the desired outcome
Clear,
concise CTA
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HONOR THY
USERS: BE
RELEVANT
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2.
Develop ad creatives for each of your
audience segments to ensure your
messaging is relevant to the user
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REMEMBER:
SOMETIMES
LESS IS MORE
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3.
We’ve learned that sometimes when
designing Playables – less is more.
The goal is to re-engage your user
back in the world of your game: not to
replace gameplay
This Playable had
18% interaction
but CTR of less
than 1.1%
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THOU SHALT
ALLOW
PEOPLE TO
BE LAZY
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4.
Provide quick exits or visible
CTAs during all times of a
playable
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THOU SHALT
CONTINUOUSLY
TEST
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5.
Once you’ve created your Playables
it’s important to keep them updated.
Even if an ad starts out performing
really well, over time it will become
less effective.
x
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DEEPLINK
TILL YOU DIE
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6.
Ensure you have a deep link for
each interactive option within your
playable ad. This improves user
experience and will provide valuable
insights about your users
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THOU SHALT
PLAY WITH
COMBINATIONS
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7.
Playables are great alone but when
combined with video elements,
we’ve observed +57% increase on
ROAS vs Static Banners
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THOU SHALT
TAKE LESSONS
FROM THINE
VIDEO ADS
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8.
Winning creative video assets can serve
as a great foundation for strong playable
ads
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THOU SHALT
AVOID
INTRUSIVE &
UNINTUITIVE
FORMATS
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9.
Playables that rely on
sound and gyro do
not work. Ever.
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THOU SHALT
INNOVATE
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10.
Playables are the most innovative ad
format on the market but there’s
always new ideas, elements and
features to test and try on for size
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TO RECAP
BE ACTIONABLE BE RELEVANT REMEMBER: SOMETIMES
LESS IS MORE
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ALLOW PEOPLE TO BE
LAZY
DEEPLINK TILL YOU DIE PLAY WITH COMBINATIONS
TAKE LESSONS FROM YOUR
VIDEO ADS
AVOID INTRUSIVE & UNINTUITIVE
FORMATS
ALWAYS BE TESTING
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and remember…
ALWAYS INNOVATE
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Questions?
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REMEMBER
THINE
SEASONS
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8. Use the increased engagement with apps,
and mobile ads to your advantage
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