Overview: Two Different Approaches to Advertising

Traditional digital ads—such as static banners and video ads—focus on delivering a clear message quickly at scale. They are easy to produce, widely supported across platforms, and well-suited for broad reach and brand awareness.

Playable ads, by contrast, are interactive experiences that allow users to actively engage with a product or concept before taking the next step. Rather than replacing traditional formats, playable ads represent a different approach—prioritizing depth of interaction over sheer volume.

Source: IAB – Digital Advertising Formats Overview

Engagement and User Attention

Traditional ads excel at fast exposure. A short video or static image can communicate a message within seconds, making them effective for top-of-funnel campaigns where reach and frequency matter most. However, user attention tends to be brief, and engagement is often limited to views or clicks.

Playable ads typically generate longer attention time and higher interaction rates because users must actively participate. This increased engagement can lead to stronger message retention, but it also requires more effort from the user, which may reduce overall reach compared to simpler formats.

Sources: IAB Playbook; Liftoff Mobile Ad Creative Index

Conversion Efficiency and User Quality

Traditional ads often benefit from lower production costs and faster iteration, making them ideal for A/B testing at scale. They can perform well in driving traffic, but conversion rates may fluctuate depending on how accurately the ad sets expectations for the product.

Playable ads tend to attract users with clearer intent, as interaction acts as a form of pre-qualification. Industry benchmarks suggest higher conversion rates and improved post-install behavior in many cases. However, these gains may come with higher upfront production costs and are not always necessary for simpler campaigns.

Sources: AppLovin Insights; GameRefinery by Vungle

Production Cost, Scalability, and Use Cases

Traditional ads are easier to scale globally due to standardized formats, lower development effort, and faster turnaround times. They are well suited for large campaigns, seasonal promotions, and brand messaging that does not require user interaction.

Playable ads require more planning, design, and technical implementation, which can limit scalability and increase costs. However, they shine in scenarios where demonstrating value, gameplay, or product experience is critical—such as app launches, feature showcases, or performance-focused UA campaigns.

Sources: Think with Google; IAB Playables Playbook

Choosing the Right Format

There is no universally “better” format. Traditional ads offer efficiency, scale, and speed, while playable ads provide deeper engagement and stronger intent signals. Many successful marketing strategies combine both—using traditional ads for reach and awareness, and playable ads for engagement and conversion optimization—depending on campaign goals, budget, and audience behavior.