Publish Time:2024-12-01
Before we understand how to design a playable ad, let's first briefly understand what a playable ad is;
Simply put, a playable ad is a new type of interactive video advertisement. Playable ads allow users to try games online without downloading, offering strong interactivity, high adaptability, and authentic scene reproduction. Through playable ads, users can try the application before installing it, and then download it for the complete application experience. Advertisers need to condense the essence of their application in the playable ad, showcase its features, and give users an intuitive understanding of your application before downloading.
Playable ads come in various forms with multiple gameplay options, generally consisting of three core parts: "Tutorial Screen", "Game/Interactive Experience", and "CTA".
Interactive guidance is generally used to prompt users on how to participate in ad interaction. How to add appropriate interactive guidance depends to some extent on the ad's intuitive nature. If the ad content can intuitively make users feel it's clickable, consider keeping the interactive guidance brief and integrating it into the gameplay so users can start playing immediately. In an era where user attention is paramount, lengthy interactive guidance will reduce user patience and affect their immersion in the playable ad experience. Common interactive guidance includes looping animations:
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Advertisers' goals should be very clear: to create creative, attractive, and memorable interactive experiences that enhance users' quality ad experience and drive subsequent conversions. The playable demo doesn't need to fully reflect the entire game. It should be a relatively simple segment focusing on specific elements of the game experience, such as tutorials or beginner levels. Playable length can range from 10 to 50 seconds.
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The final part is the most crucial component of playable ads, where you can see the Call-to-Action (CTA) functionality on the page. CTAs generally appear after the game trial section, guiding users to complete conversion through app store downloads. As the most important part of playable ads, CTAs deserve our comprehensive understanding.
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Call-to-Action (CTA) is a prompt on the page telling users to take specific actions. CTAs are usually written as commands or action phrases, such as "Sign Up" or "Download Now", typically delivered to users in button form in playable ads. Effective clicks for your ad can only be achieved under the guidance of the right call-to-action.
1. Text Content
.1 Provide Attractive Incentives
f users are already very interested in the playable ad, things become much easier! But it's not always that simple, so we need to think carefully about how to make customers want to click the CTA voluntarily. First, analyze your users - who is very interested in your playable ad? Common examples include getting coins for downloads, registration gift packages, etc.
1.2 Use Strong Words
hether in Chinese or English CTAs, we often see words like "now" or "immediately". There's actually a simple formula: "Time Adverb + Verb". Time adverbs can include words that create urgency, calling on viewers to take action now. For example: instantly, immediately, now, quickly, right away, etc., followed by the action you want users to take.
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