Felix Braberg, Adikteev

The 10 Commandments of Playable Ads

(White Nights Conference Moscow 2018)
The official conference website — http://wnconf.com

Transcript

1. THE 10 COMMANDMENTS OF PLAYABLE ADS Felix Braberg, Head of Gaming, Adikteev
2. About Adikteev 2 • 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
4. • 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
5. THOU SHALT BE ACTIONABLE 5 1. Copy and CTA should be actionable so the user can interact with the creative and complete the desired outcome Clear, concise CTA
6. HONOR THY USERS: BE RELEVANT 6 2. Develop ad creatives for each of your audience segments to ensure your messaging is relevant to the user
7. REMEMBER: SOMETIMES LESS IS MORE 7 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%
8. THOU SHALT ALLOW PEOPLE TO BE LAZY 8 4. Provide quick exits or visible CTAs during all times of a playable
9. THOU SHALT CONTINUOUSLY TEST 9 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
10. DEEPLINK TILL YOU DIE 10 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
11. THOU SHALT PLAY WITH COMBINATIONS 11 7. Playables are great alone but when combined with video elements, we’ve observed +57% increase on ROAS vs Static Banners
12. THOU SHALT TAKE LESSONS FROM THINE VIDEO ADS 12 8. Winning creative video assets can serve as a great foundation for strong playable ads
13. THOU SHALT AVOID INTRUSIVE & UNINTUITIVE FORMATS 13 9. Playables that rely on sound and gyro do not work. Ever.
14. THOU SHALT INNOVATE 14 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
15. TO RECAP BE ACTIONABLE BE RELEVANT REMEMBER: SOMETIMES LESS IS MORE 15 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
16. and remember… ALWAYS INNOVATE
17. Questions?
18. REMEMBER THINE SEASONS 18 8. Use the increased engagement with apps, and mobile ads to your advantage Valentine’s Day Halloween Black Friday Christmas