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Facebook Playable Ads: What is it and How should you use it?

With Facebook Playable Ads, users get a taste of the app or game before they download it, leading to higher user engagement, quality installs, and improved conversion rates. Whether you’re a game developer, an app developer, or a digital marketer, this tool offers a unique and effective way to showcase your product and attract more users. This blog post will be your guide to mastering Facebook Playable Ads, from choosing the right format to crafting addictive gameplay that turns clicks into loyal fans.

What is Playable Ads?

Playable ads are a Facebook ad type that incorporates interactive previews of a game or app. They allow users to experience a game or app before downloading it, which can lead to higher-quality installs. Facebook introduced playable ads in 2018, and they’ve been a game-changer in the advertising industry.

Facebook playable ads

Here’s how Playable Ads typically work:

  • Lead-in video: Playable ads begin with a short video of your demo, with “Try Now” below to indicate that your ad is interactive. This auto-plays as someone scrolls through their News Feed, with an overlaying game controller icon and a tap-to-try indicator.
  • Full-screen playable ad: When a person taps on a playable ad, they will be able to play a short, interactive, and full-screen demo of your game without having to install anything.
  • Call-to-action (CTA): Following the demo, a CTA lets people tap to install the app from the App Store or Google Play Store.
How Facebook playable ads work?

Playable Ads Specs

Facebook Playable Ads have specific requirements for creating a playable asset.

Playable HTML5 Assets:

  • The playable game should be HTML5 (the extension should be ‘html’ or ‘htm’). Playable HTML5 assets should not contain any JavaScript redirect.
  • The file size should not exceed 2MB.
  • The playable should not require mraid.js.
  • The playable should not make any HTTP requests.
  • The playable should be in vertical mode.
  • The playable should have a responsive design because it needs to support multiple types of devices that have different resolutions.
  • A single file for a playable ad that contains all assets as part of that single HTML file, and assets should be data URI compressed (JavaScript, CSS, images, sounds).
  • The playable code should use the JavaScript function FbPlayableAd.onCTAClick () when a person clicks on the call-to-action in the ad.
  • No dynamic asset loading through external network is permitted.

Zip Files:

  • A playable ad in a zip file format is currently supported on all placements on iOS and Android.
  • Zip archive should contain an index.html file located at the root.
  • The total size of uploaded files may not exceed 5MB.
  • The number of files inside the bundle may not exceed 100.
  • The size of index.html file should not exceed 2MB.

Lead-In Video:

  • All aspect ratios are supported, including landscape, square and vertical.

Who Can Use Playable Ads on Facebook?

Facebook Playable Ads are a versatile tool that can be utilized by a wide range of businesses and industries. Here’s a detailed look at who can benefit from using playable ads on Facebook:

  • Game developers: Game developers can use playable ads to give potential users a taste of their game before downloading it.
  • App developers: Similar to game developers, app developers can use playable ads to showcase their app’s features and functionality.
  • E-commerce businesses: E-commerce businesses can use playable ads to showcase their products in an interactive way. For example, a clothing store could create a playable ad that allows users to mix and match outfits.
  • Educational platforms: Educational platforms can use playable ads to provide a preview of their courses or learning materials.
  • Digital marketing agencies: Agencies can use playable ads to provide innovative advertising solutions for their clients, helping them stand out in the crowded digital advertising space.

Whether you’re a game developer, an e-commerce business, or a digital marketing agency, playable ads offer a creative way to showcase your products and attract more users.

Benefits of using Facebook Playable Ads

Facebook Playable Ads are an innovative and effective advertising tool that can significantly benefit businesses, particularly those in the gaming and app industries. Here are some reasons why you should use this ad type:

Interactive and engaging

The interactive nature of Facebook Playable Ads sets them apart from traditional ads. They allow users to experience a game or app before downloading it, providing a ‘try before you buy’ experience. This interactive element significantly enhances user engagement and piques their interest in your product. It’s a unique way to showcase your app or game, making your ad stand out in the crowded digital space.

Higher quality installs and better conversion rates

Since users get a preview of the app or game through the playable ad, they’re more likely to download it. This can lead to higher-quality installs, as users have a better idea of what they’re getting before they download. Consequently, this can also lead to better conversion rates, as users who download the app or game after interacting with the ad are more likely to use it.

Broad audience reach

Facebook’s extensive user base offers a broad audience for your advertisements. This makes it an ideal platform for connecting with a wide range of potential customers. Whether you’re targeting a specific demographic or a global audience, Facebook Playable Ads can help you reach your target audience effectively.

Reduced ad fatigue

Ad fatigue is a common issue in digital advertising, where users become tired of seeing the same ads repeatedly. Interactive and engaging ads like playable ads are less likely to annoy users, helping reduce ad fatigue. This can keep your audience receptive to your marketing messages, enhancing the overall effectiveness of your ad campaign.

Robust analytics

Facebook does provide detailed analytics for your ads. This can give you valuable insights into your ad performance, such as how many users interacted with your ad, how long they interacted, and what actions they took afterward. These insights can help you understand what’s working and what’s not, allowing you to optimize your ad strategy for better results.

Cost-effective

Creating a playable ad may require a higher initial investment compared to traditional ads. However, the potential return on investment (ROI) can be significantly higher. Playable ads are interactive, which can drive quality installs and ultimately prove to be a cost-effective advertising solution in the long run.

How to Make Playable Ads?

Creating Playable Ads involves a series of steps that require careful planning and execution. Here’s a step-by-step guide on how to make Playable Ads:

Step 1: Upload your asset

Start by designing a short lead-in video that showcases your game or app. This video should be engaging and enticing enough to encourage users to interact with your ad.

To upload this video on Facebook for your ads, follow these steps:

  • In the top right corner of the Asset Management window inside Facebook Ads Manager, click on the Drop-down icon alongside Add Asset and select Playable File.
  • On the Create New Asset window, provide a name, an ad account, and select the media for your playable ad.

Step 2: Fill in basic information for your ad

On the Create New Asset window, enter the Creative Name for your campaign. Select the channel you want to show your ad and choose the desired objective for your new creative.

Step 3: Add playable ads

Scroll down to the Playable Ads field and select your desired Playable File from the drop-down menu. You can also add a new playable file by clicking Add a New File in the right corner of the field. You will have a preview of the Lead-in Video in the right Preview pane.

Remember to include a clear call to action (CTA), like “Download Now” or “Play Now”, that encourages users to download your app or game.

After filling all the needed information, click on ‘ Save’. Your playable ads is ready to be shown!

Playable Ads Examples

Playable ads examples

Here is an example of successful Playable Ads that have effectively engaged users and driven app installs. Candy Crush Saga, one of the most popular mobile games, uses Playable Ads to showcase its fun and addictive gameplay. The ad lets users play a short level, giving them a taste of the game’s mechanics and colorful graphics. The ad ends with a clear call to action, inviting users to download the game and continue playing.

Playable ads example_Candy crush saga

Playable Ads Best Practices

Playable Ads are a powerful tool for engaging users and driving app installs. But crafting a playable ad that truly hooks users and drives conversions requires strategic planning and meticulous execution. Here’s your guide to playable ad best practices:

Capture attention with the lead-in video

The lead-in video is the first thing users see when encountering your ad. It’s crucial to make this count. Use high-quality graphics and engaging content to immediately grab the user’s attention. The video should provide a sneak peek or a short tutorial of your app or game, enticing users to interact with the ad.

Make your app demo clear

The playable ad is essentially a demo of your app or game. It’s important to make this demo as clear as possible. You can do this by providing text or image instructions at the beginning of the preview. This ensures that users understand how to interact with the ad, reducing confusion and enhancing their experience.

Ensure your video and demo match

It’s important to set accurate expectations for the user. The lead-in video and the demo should accurately represent your app or game. If there’s a mismatch between the video and the demo, users might feel misled, which could negatively impact their experience.

Consider new players

When designing your playable ad, keep in mind that not all users will be familiar with your game or app. Users, especially new ones, typically prefer simplicity when interacting with ads. Therefore, the ad should be designed in a way that is easy to understand and play, even for new players. This could involve simplifying gameplay elements or providing clear instructions. Ideally, users should be able to understand how to interact with the ad in just a few steps.

Test multiple assets

Different users respond to different things. What works for one user might not work for another. Therefore, it’s important to test different assets to see what encourages more people to interact with your ad. This could involve testing different designs, calls to action, or gameplay elements.

Show a CTA throughout the demo

A CTA encourages users to take a specific action. In the case of playable ads, this could be downloading the app or game. It’s a good practice to show the CTA throughout the demo, giving users the option to download your app at any time.

Conclusion

Facebook playable ads are a powerful tool for advertisers. They increase user engagement, lead to better conversion rates, and reduce ad fatigue. Whether you’re promoting a game or an app, playable ads can help you achieve your advertising goals.

Remember, crafting the perfect playable ad requires a strategic blend of creativity, technical expertise, and a deep understanding of your target audience. That’s where Mega Digital comes in. As a leading Facebook Ads agency, we’ve mastered the art of crafting playable ads that captivate, convert, and drive tangible results. Contact us today and let’s turn your marketing goals into playful victories!

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