Creatives FTW: the evolution of playable ads

Growth Masterminds: mobile growth podcast

English - October 05, 2022 00:27 - 40 minutes - 37.3 MB
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Previous Episode: Beyond the install: Redefining mobile growth measurement with Apptopia & Digital Turbine

Next Episode: Unity's gaming report: Pong, multiplayer monetization, & ironSource with Unity CEO John Riccitiello

Somewhere around 2016 someone created the first playable ad ... a mini-game you could enjoy, and an ad that didn’t suck.

Last year, according to a Liftoff report, “playable ads were the most effective ad format” in every month other than September, when they tied with another format.

That makes sense: you're generating engagement with the ad. It's fun. Sometimes it's tied to a reward, and a playable ad often shows something of what the advertised app is all about.

BUT there's been a big problem

Playables have been hard to create. Slow. Expensive. Inflexible. Hard to use with user-generated content. Hard to use with influencers.

Could there be a solution for that? Should you be looking harder at playables? Could they even solve for some of the targeting that privacy is removing?

In this Growth Masterminds, we're sharing a LinkedIn Live host John Koetsier did with CRAFTSMAN+ CEO Alex Merutka.