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Interactive ads and the basic rules of engagement
Interactive ads and the basic rules of engagement

Learn the basics to make an engaging interactive ad

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Written by Alexey Makeev
Updated over a year ago

What are interactive ads?

Interactive ads are digital ads that boost the user experience by letting users actively engage with them.

Running interactive ads alongside video ads or even as a standalone format diversifies your creative mix and provides a more immersive experience than traditional static ads do. Interactive content like mini-games or quizzes encourages users to engage with your ad, and gives them a glimpse into what they’ll actually experience in your app. Knowing they’re getting what they see, they’ll stick around longer, which will also increase LTV.

There are 2 types of interactive ads:

Playable ads

Playable ads offer snippets of interactive gameplay, giving users a preview of the app before they decide to install.

Example: A crossword app gives users a clue and 8 letters to choose from to complete the board.

Interactive end cards

An interactive end card (IEC) is a creative that appears after a video ad, and encourages users to try out your app by giving users a feel for the app’s functionalities.

Example: After watching a video ad for a puzzle game, users are given the option to drag the missing piece to complete the puzzle.

Best practices for creating interactive ads

To create successful interactive ads, follow 3 basic rules:

1) Less is more

  • Playable ads should be 15-20 seconds or less, while IECs should be around 5 seconds

  • Use simplified gameplay and keep the UI light

  • Don't use unnecessary elements like lengthy tutorial text or distracting animations and backgrounds - this will lead to cognitive overload for users

2) Think about the whole funnel

  • Hook your users with a tutorial

  • A/B test tutorial layouts, game mechanics, and camera views

  • Strike a balance between the ad's length and user interaction (clicks) to create a fluid user experience

  • Reward users with fun animations

  • Test different gameplay scenarios to see what resonates best with your users

    • Evoke users' emotions with real-life scenarios

    • Choose relatable objects ad themes

3) Create for mobile first

  • Use "thumb-driven" designs to make it as easy as possible for users to interact with your ad

  • Add important elements like characters or choices to the playable zone of the screen (center and bottom)

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