Data showing how popular Playables ad format is and high level product specs

1. © 2018 Karthik Ethirajan, all rights reserved
Playables Ad Format
Karthik Ethirajan
February 2017

2. © 2018 Karthik Ethirajan, all rights reserved
2
Playables Ad Market Take
Mostly used for gaming to drive app installs, Playables ads are popular
with users and provide gaming publishers with 2-3x lift in CTR, CTV, ROAS
Playables ads rank only behind
Rewarded ads as most preferred ad
format among users
Majority of gaming pubs prefer
Playables ad format for driving new
app installs
UserSurvey
PublisherSurvey

3. © 2018 Karthik Ethirajan, all rights reserved
3
Playables Ad Format Product Details
Ad Template
1. Tutorial
Immersive tutorial
introduces player to the
mini-game in seconds
2. Gameplay
Quick and simplified game
mostly beginner level
3. End Card
Banner with a CTA to install
app and redirect to app store
for download
1
3
Tech Specs
 HTML5 rich media banner
 MRAID 1,2 compatible
 Heavy creative 200KB – 2MB
 Creatives cached as needed
 Gameplay can last 30-60 secs
 Skippable, say after 5 secs
 Propagate a creative attribute
for Playables to buyer, and
integrate it for reporting
Lead
Partners
Playables allow users to “test drive” a new game from within an ad
experience without having to download the game first