Attention, Interest, Desire and Action- the traditional marketing funnel defined by the traditional tactics to address each area. Each tactic is purposed to address one specific area of the funnel.
Enter Mobile Playable ads- while not a new initiative- they have been around since at least 2016- but can be more effective today with mobile usage at an all time high. Mobile Playable ads allow you to build an entire funnel within one ad type. They capture users’ attention with the promise of an enjoyable experience, build interest as users engage with the interactive ad spot and evoke desire and ultimately, action, with a strong call-to-action.
While playables are geared towards gaming apps- that doesn’t necessarily need to be their sole purpose. In fact brands could use this to promote apps or products.
Why it’s Hot?
Since every single user action in a playable ad is measurable, and nearly every aspect of the ad unit can be optimized to maximize performance- this is an ideal unit where clients are looking to maximize budget- and gather real time learning.
For brands like USPS- Informed Delivery or the in-development Ship/Shape Ap. could be a good use of a Playable Ad. Creating an interaction and showing a practical use of a product/service can only benefit signups and or app downloads.