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 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)