Facebook tests playable ads
Facebook has announced that it will be adding playable ads to its timeline. Anyone interested in a mobile game can try it out right away without having to install it on their smartphone first. The social media giant assumes that this step will drive installations and ultimately generate more revenue.
"The explosive growth of the mobile app ecosystem is a real challenge for today's game developers. With playable ads, advertisers can now give players the opportunity to experience a game in the feed before they install it. And with two additions to our value suite, game developers can reach their most valuable players more efficiently," explains Rick Kelley of Facebook.
So far, the innovation has been limited to a manageable number of game developers, but a rapid expansion is planned. According to the Zuckerberg Group, users pay much more attention to interactive ads. The social network also assumes that users are more likely to download a game if they have already tested it briefly and their curiosity is piqued.
News for advertisers
In addition to interactivity, Facebook also wants to test a new retention optimization that delivers ads to players who are most likely to install and play the advertised game. In addition, advertisers will soon be able to directly target players who are most likely to spend money on in-app purchases. Similarly, they can set a minimum spend value to immediately remove players who are unlikely to invest in games from their target audience. (pte)
