Example of a playable game ad on Facebook
Google Play Instant allows consumers to try a game before they purchase it
. Last month, there were six games that offered this feature. Now, something similar with the same "try before you buy" mentality has been unveiled by Facebook. Yes, that
Facebook. The company has started testing playable game ads in its News Feed with about 24 developers involved. Facebook also plans to rollout this technology for its off-platform ad network, and later this year it will be offered to all advertisers.
Facebook likes the concept because it has been discovered that 79% prefer learning about a product by watching video instead of reading text. Another study found that people spend 47% more time with an interactive ad than with the typical static kind. And that is exactly what developers are looking for. Miniclip CMO Nick Tsimpidaros says that the playable mobile app install ad has resulted in a click-through rate three times higher at a 25% lower cost for each install. The bottom line for Miniclip is that the company has had double the return on its ad spending using the playable game ads.
"Game developers are leaders in digital, and people love to try before they buy. That’s why we’re working with gaming app marketers to test a new playable ad format in News Feed that lets people play a game before they install the app. We think this creates better choices for people when they engage with app install ads, and gives businesses better likelihood of acquiring more high-intent installs."-Kelly MacLean, director of brand and video, Facebook
We expect to hear more about playable game ads at F8 2018. The annual Facebook developers conference will take place in San Jose on May 1st and 2nd.