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What are Playable Ads? Examples

by sarah Biteau | Nov 21, 2024 | Captivate the audience, Media

Against a backdrop of advertising saturation, brands need to redouble their creativity to capture the attention of their audience. To vary from traditional advertising formats, display banners can now be interactive and even playable. This is what is known as Playable Ads, a playable marketing advertising format that involves gamifying banner ads to make them more captivating, engaging and memorable.

In this article, we’re going to take a look at playable advertising and the many advantages it can offer your brand. W’e’ll also share some concrete examples to inspire you and some practical tips to boost your advertising strategy!

SUMMARY

What are Playable Ads?
What are the objectives of playable advertising?
5 examples of playable advertising to inspire you

What are Playable Ads?

Playable Ads are an interactive advertising format designed to capture the audience’s attention by offering them a playful experience. Drawing on the codes of video games, this format engages users by encouraging them to actively interact with the content, whether to solve a challenge, explore a world or complete a task.

Unlike traditional static banners, Playable Ads transform passive interaction into an immersive experience in which the user becomes an actor. This active participation stimulates attention and helps the message to be better remembered, increasing the chances of conversion and boosting the overall impact of the advertising campaign.

By playing on the pleasure of interaction, this advertising format not only improves engagement, but also key indicators such as click-through rates and time spent with the brand.

Playable Ads KPI’s

To assess the effectiveness of a Playable Ads campaign, several key performance indicators (KPIs) are used to measure both the traffic generated and the level of engagement. These KPIs include:

Number of impressions: corresponds to the number of times the ad has been loaded.
Visibility rate: indicates the proportion of impressions during which the ad was actually seen.
Click-through rate (CTR): for Playable Ads, this rate far exceeds the standards for traditional display formats, where the average CTR is around 0.46% (source 2023). For Playable Ads, it can be as high as 3.8% (internal benchmarks 2023/2024).
Click-to-play rate: this KPI measures the percentage of users who interact with the ad content. It is around 9.6%, demonstrating the ability of Playable Ads to generate interaction and engage a qualified audience.
Landing rate: calculates the ratio between clicks and visits to the site, indicating how many users continue their journey after interacting with the ad.

These indicators show that Playable Ads are particularly effective at capturing attention, engaging users and maximising the impact of campaigns.

The different display formats for Playable Ads

Playable advertising comes in different display formats. Each can be adapted to different display distribution networks:

The pavé: this is the most popular advertising format. It makes it easier to integrate Playable Ads into (or close to) editorial content. This has the advantage of limiting the effect of banner blindness and capturing consumers’ attention more effectively.

Interstitials: this format is compatible with a wide variety of creations. It can appear during natural transitions in an application or in an online gaming experience.

The wide angle or half-page: this stands out because of its size. It therefore has a greater impact and allows the advertiser’s animation and content to be displayed in greater detail.

The different mechanics of Playable Ads

Depending on the objectives it has set itself, the brand choose a suitable playable advertising mechanism. For example:

Engaging mechanics that display promotional codes and reproduce the idea of winning, such as scratch cards or wheel of fortune. The principle is simple and the reward immediate (display of a simple promotional code, for example), making it an excellent lever for visibility and engagement.

Interactive mechanisms such as Memory, Battle, Swiper or Quiz to capture product preferences and get to know your audience better while engaging them.

What are the objectives of playable advertising?

Like any traditional advertising format, Playable Ads enables brands to generate leads and convert new customers by highlighting their products and services and emphasising their value proposition.

Playable ads are a way of meeting strategic marketing challenges for retailers. Here are the main objectives of Playable Ads:

Brand awareness. The format allows you to stand out in a saturated advertising landscape while maximising engagement. As a fun, interactive experience, the Playable Ads format makes it easier to capture the audience’s attention and therefore gain visibility and brand awareness.

L’engagement. Contrairement à une publicité classique que l’on se contente de regarder, le format interactif encourage les prospects à passer du temps avec la marque. Les avantages sont évidents : les produits sont plus visibles, le trafic est optimisé, et l’engagement supérieur.

Qualification and conversion. The interactive mechanics of playable advertising are also a powerful lever for collecting customer data. For example, format such as Swiper or Battle are ideal for capitalising brand awareness and also attracts potentially more qualified traffic, making conversion more likely.

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5 examples of playable advertising to inspire you

Before you get started with Playable Advertising, you can take inspiration from the foolowing examples:

1. Raise your profile

Nickel used the Playable Ads format to promote the personalisation capability of its bank cards. users had to choose a card color via a Wheel of Fortune mechanic Once the wheel had been launched, users clicked om a map to discover the offer via one of 15 personalised messages.

2. Present the advantages of an offer

To support its TV advertising campaign on the connected station, Sowee used the Playable format to enable its audiences to discover the benefits of its product.

The Memory format was particularly effective here in familiarising prospects with the company’s unique value proposition. Participants had to reform pairs with items such as “fixed prices for 3 years” or “an offer with no commitment”.

Reinforce interaction with your audience

Neo-bank Floa has used Playable Ads to promote its available payment services and appeal to a younger audience segment that appreciates the flexibility offered by banks.

Users were invited to discover the payment facilities available to them (payment in instalments, no need for proof of payment, etc).

4. Reinventing the customer experience

Carrefour has decided to modernise its brand image by launching an interactive advertising campaign. Thanks to the playable advertising format, the brand offered its audience an immersive experience inspired by slot machines. Offering instant gratification, this format, customised to respect the brand’s universe, enabled Carrefour to better engage its prospects and customers. It was a fun and memorable experience that not only raised brand awareness, but also boosted sales by giving away vouchers.

5. Improve recall of the promotional message

Uber Eats has also opted for Playable Marketing to engage its audiences. The company opted for a captivating game mechanic called Rattrape-tout. Customised to reflect the world of Uber Eats, this marketing game enabled the brand to multiply and extend interactions with its audience by totally immersing them in its world. This unique and engaging experience encouraged the creation of an emotional connection, while giving the company the opportunity to anchor its key messages in the minds of consumers.

Feel free to browse other examples of Playable Ads created by Adictiz clients and run your own playable ads!

Broadcast your own playable interactive displays!

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Playable ads, the solution to ad fatigue ?

by Audrey Edart | Apr 3, 2023 | Captivate the audience, Media

Did you know? Every day, the average person is exposed to over 1,200 advertisements! Does this figure seem exorbitant? Perhaps you’re a victim of ad fatigue. This phenomenon affects Internet users in particular, and is the subject of numerous studies. But while not appreciated by all, advertising is an indispensable part of any marketing strategy. Its aim is to target an audience and encourage them to adopt a certain behavior (purchase, registration, etc.) Let’s find out how to get a message across to an audience that keeps looking away, thanks to interactive display and Playable ads.

SUMMARY

Ad fatigue: consumers blinded by advertising, how can we restore their sight?
Ensure the visibility of your display formats with Playable Ads
Increase recall and time spent with your brand thanks to interactive displays
Conclusion

Ad fatigue: consumers blinded by advertising, how can we restore their sight?

Digital advertising desperately seeks audience

Ad fatigue is an Anglicism widely used in marketing. It refers to a form of selective attention in which an individual ignores the information presented in banners. This attitude (whether conscious or unconscious) is adopted to avoid interacting with advertisements. indeed, the latter are perceived as likely to disrupt user experience.

But when is an ad visible or invisible to a user?

A classic display ad is considered visible if at least 50% of its surface is displayed on the screen for one second. In other words, the display banner has to stand out to attract interest in such a short space of time.

But there’s a world of difference between seeing and remembering.

2.5s is the time an ad has to get noticed!

After this time, 62.5% of Internet users have left the ad. For the remaining 37.5%, a phenomenon emerges: ad recall. In fact, there’s a link between observation intensity and memory. Basically, the duration of viewing is positively correlated with memory. This means that the more you watch an ad, the more likely it is to be remembered.

There is none so blind as those who won’t see

It may seem surprising, but while 2.5 seconds may seem like a very short time, in the world of advertising it’s a very difficult time to achieve!

Why is this? It’s a phenomenon linked to human nature. Studies show that users have trained themselves to ignore elements that resemble advertising. This makes it more difficult for advertisers to stand out in the mass of information and ads encountered

Moreover, it turns out that 35% of French people block Internet advertising with software such as Ad blockers. This shows a clear rejection of this mode of communication.

And for those who are touched by advertising?

A recent study gives us an overview of the average click-through rates of display campaigns for different formats:
Bloc format: 0,14%
Megaban: 0,08%
Skyscraper: 0,10%

These low rates don’t necessarily mean that the ads featured are poorly designed or inappropriate, but rather that consumers are too used to seeing them and therefore more likely to ignore them. The Megaban and Skyscraper formats are the hardest hit, as they are considered advertising formats from the outset.

As a reminder, the formats available on Adictiz Playable Ads are:

Pavement (300 x 250)
Wide angle (300 x 600)
Cladding (1800 x 1000)
Interstitials (640 x 960)

The lack of innovation in the advertising world is causing fatigue, and the solution may well be to be more creative in order to stand out from the crowd.

Ensure the visibility of your display formats with Playable Ads

Playable advertsing: a solution to counter ad fatigue?

To answer the question we’ve just raised, it’s worth looking at the Playable Ads model.

This interactive display format is ideal for boosting campaign visibility, performance and brand awareness.

Integrating a game mode into a advertising has many advantages and meets several objectives:

Raising awareness: publicizing and demonstrating the added value of an offer
An engagement objective: to encourage users to spend time and interact with a brand.
A qualification objective: capitalize on preferences by recovering user insights

The interactivity and playfulness of the format allows display advertising to stand out in today’s advertising landscape.

Tape taupe | RED by SFR

Mystery word | Qonto

Wheel of Fortune | Nickel

Swiper | Cetelem

Scratch-off | FDJ

Slot machine | Carrefour

Catch them all | Uber Eats

Glutton | Orange

Memory | Sowee

Scratch-off | Wamiz

Slot machine | SFR

Wheel of chance | Tiime

Whack-a-mole | Allociné

Penalty | Carrefour

Pinata | Casino Max

Slicer | SFR

Battle | Dordogne

Memory | Eden auto

Swiper | Carrefour

Outrun | Sowe

Whack-a-mole | SFR

Slicer | Nickel

Catch Them All | SFR

Outrun | Carrefour

Battle | Del’Arte

Quiz | Floa Bank

Battle | easyVoyage

Battle | Maison du monde

Scratch-off | Monster

Scratch-off | Lotus

Playables Ads catalog

Would you like to discover other concrete example of Playable Ads? We invite you to discover three case studies in our webinar replay!

In this respect, the click-to-play rate of playable Ads (7%) is far higher than the average click rate of conventional display (0.10%)

It’s interesting to note that a playable Ads campaign performs better in terms of clicks than a classic ad. However, if the campaign only reaches a very small audience, its value is limited. That’s why it’s essential to consider the distribution plan for a campaign to ensure its success.

No campaign performance without an optimized distribution plan

How do you ensure the strategic and effective delivery of a Playable Ads campaign?

The first step in this direction is the integration of a targeted audience:

It must correspond to your personae, thus allowing a level of qualification of the people who will see the advertisement
Geographical area, demographics, centers of interest and more specific audiences are all possible information to integrate into targeting.

But that’s not all. You can also reach out to hyper-qualified audiences. And what could be more qualified than your own prospects or customers?

In playable Ads, it is possible to:

Retargeting means making your playable visible to your database or site visitors. This type of audience is the most qualified, but very limited.
Doing a lookalike, i.e. make your playable visible to an audience similar to your retargeting audiences. The advantage is that you’ll be able to reach large, highly-qualified audiences.
Interest-based targeting, i.e. making your playable visible to an audience with interests or hobbies consistent with your campaign.

Increase recall and time spent with your brand thanks to interactive displays

As you can see from Dale’s learning cone below, the game format drastically increases memorization around an activity, product or brand.

The time a user spends with a brand is greater when he or she is viewing a playable format.

The strength of playable Ads is that they enable users to make direct and prolonged contact with offers, benefits or a message throughout the gaming experience.
What’s more, they can increase their level of qualification at every stage.

Conclusion

Congratulations, you’ve reached the final line! Want to find out more? Watch the replay of our webinar on the subject. In the company of Léa, Adictiz’s Acquisition Manager, discover our concrete customer use-cases on the subject, and take part in the QA session at the end of the webinar.

The end of printed flyers – why turn to e-catalogues?

by Audrey Edart | Feb 10, 2023 | Captivate the audience, Media

The price of paper is soaring, and environmental issues are becoming ever more pressing, which is why there has been talk for some time of the end of the paper catalogue. Initiatives such as Stop Pub and Oui Pub have been around for years. So concern about leaflets is nothing new. But why are we suddenly hearing about the e-catalogue?

This is due to an announcement by a major food group that has sent shockwaves through the world of advertising and marketing. At the end of this year, E.Leclerc will no longer be distributing paper catalogues through French letterboxes. This has reignited the debate on the digitisation of paper catalogues.

Of course, this announcement is not to everyone’s taste. The catalogue represents a certain nostalgia, across all generations. But while the lifespan of a catalogue depends on the amount of time it spends on the coffee table of the French, digitising it appears to be a simpler and more ecological solution, which will be able to follow the consumer wherever he goes.

Not only does this have an impact on the environment, it also means that supermarket chains have to comply with data confidentiality standards. So how can we reach those consumers who have already closed their letterboxes to catalogues, and what solutions exist to anticipate the end of printed flyers this year?

SUMMARY

Between the environment and the RGPD, why are printed flyers doomed to disappear?
Social networks and e-catalogues: all the solutions you need to prepare for the end of printed flyers
Our advice on how to stand out from the crowd and kick-start your digital transition
Conclusion

Between the environment and the RGPD, why are printed flyers doomed to disappear?

Why say goodbye to paper catalogues?

Creating a flyer requires a lot of resources and energy, and is considered to be non-recyclable waste. At a time when Europe is committed to reducing its greenhouse gas emissions, transporting these catalogues to our letterboxes is considered too polluting.

When it comes to the RGPD standard, the printed flyer is very difficult to make compliant with data confidentiality and security requirements. As a result, companies are increasingly opting to switch to digital format for their advertising campaigns in order to comply with environmental and regulatory imperatives.

Digital solutions as an alternative to flyers

Digital media, which can offer richer and more interactive content, are attracting more consumers today. Information and communication technologies enable companies to communicate directly with customers. At the same time, they can provide them with relevant, personalised information, enriching the e-catalogue. More and more companies are opting for digital promotion for their products and services. What’s more, the cost of digital media is much lower than that of paper, offering many advantages to businesses.

When will flyers be a thing of the past?

It is not possible to say with any certainty when the printed flyer will disappear for good. However, more and more brands and retailers are opting for digital alternatives. Digital promotional solutions help to reduce production costs and collect data in compliance with the RGPD. These new solutions offer advantages in terms of traceability and engagement.

Social networks and e-catalogues: all the solutions you need to prepare for the end of flyers

How do you set up digital promotions?

There are ways of preparing for the shift from flyers to e-catalogues. There are several platforms that can be used as communication channels, offering a number of advantages in terms of engagement and data tracking. It’s true that a catalogue in a letterbox is no guarantee that it will be read.

The digital catalogue is easy to update and share, and can be freely accessed by a wide online audience. It is a very useful tool that will delight even the most nostalgic, as it retains the very essence of the paper catalogue. The e-catalogue can also detail offers or products, just like its predecessor.

Les newsletters can contain current offers or a redirection to the e-catalogue, merchant site or mobile application. E-mails can introduce new product ranges, with personalised discount vouchers based on customer preferences, just like a catalogue.

There’s no turning away from social networks these days. You probably already have several accounts yourself! These platforms are an excellent way of promoting a catalogue and interacting with an audience. The ability to detect trends and respond directly to customers makes catalogue distribution more comprehensive. Between ‘likes’, shares and comments, these are all ways for customers to share their opinions!

What would it look like to create an interactive catalogue?

The days of the customer passively turning the pages of a catalogue are over!

Today, not only can you spend time with your brand, but you can also detect customer preferences, facilitate the user journey and help them discover your offers more effectively.

The advantage of this new model is the number of options that can be added. Filters, searches or browsing options – all this data can be collected and used to build loyalty among a customer base, but also to convert customers into buyers. Images, videos, reviews or even links to additional services can be used to increase the engagement of an e-catalogue. The possibilities are endless.

Our advice on how to stand out from the crowd and kick-start your digital transition

Capturing users’ attention can be difficult. Games remain an effective way of interacting with consumers and getting them to spend time with your brand. Promoting an e-catalogue through games is simple and will also enable you to meet your marketing objectives, whatever they may be. Enough to make you forget about the paper version!

A native gaming experience in display slots

The interactive display banner boosts ad engagement and performance. It optimises the visibility of banner ads and encourages interaction to help you achieve your marketing objectives!

IIdeal for boosting the visibility of campaigns, these display banners increase recall and time spent on campaigns. It will be possible to highlight products or promotions. By redirecting to the e-catalogue or merchant site, you can optimise the user journey while engaging your audience.

Social networks such as Facebook, Instagram and Tiktok are ideal platforms to promote a digital catalogue. Adapt your strategy to the age, format and trend of your target consumer. It’s just as precise as putting a flyer in a letterbox, I promise!

Each social network offers a different interface with specific advantages. All of them can promote an e-catalogue and redirect users to a website, Facebook shop or Instagram shopping page. In this new digital age, creating an interactive catalogue is simple and effective.

Facebook / Instagram & Tik-Tok examples

Conclusion

The end of flyers may frighten some people. After all, they have been part of our daily lives for decades. But as consumers increasingly question their ecological impact, it’s time to look at other alternatives for promoting products or services.

Whether through games, emailing, display banners or social networks, let consumers tell you what they want by interacting with them. This will be more effective than monitoring the stickers stuck on the letterbox!

You’re now ready to take the plunge and anticipate this change this year. We look forward to leafing through your new catalogues… and swiping, of course!

Need advice on how to prepare for the end of the flyer and switch to the e-catalogue?

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