When Interactive Experience Matters

Brands should consider playable ads when the product or service benefits from being experienced rather than explained. If value is difficult to communicate through a single image or short video—such as how an app works, how a feature feels, or how a process unfolds—interactive formats help users understand faster. The IAB notes that playable ads are especially effective when the goal is to increase product understanding and user intent through hands-on interaction rather than passive exposure.

Source: IAB – Playable Ads Playbook

When Campaign Goals Go Beyond Awareness

Playable ads are most relevant when a campaign aims for mid- to lower-funnel objectives, such as qualified traffic, stronger intent, or higher-quality conversions. While traditional ads perform well for reach and frequency, playable ads can support campaigns where engagement depth and conversion efficiency matter more than raw impressions. Industry benchmarks show that interactive formats often deliver higher conversion rates in these scenarios, though they may not be necessary for purely awareness-driven campaigns.

Sources: AppLovin Insights; Liftoff Performance Reports

When Brands Need to Pre-Qualify Users

Playable ads can act as a natural filter by allowing users to “try before they commit.” This makes them useful when brands want to reduce mismatch between ad promise and actual experience, such as during product launches, feature rollouts, or performance-driven campaigns. Reports from mobile ad networks indicate that users acquired through interactive formats often demonstrate stronger post-install engagement, though this comes with higher creative complexity and production effort.

Sources: GameRefinery by Vungle; IAB Playables Playbook

When Budget, Timeline, and Scale Are Aligned

Playable ads are best used when brands have sufficient time and budget to invest in custom creative and testing. They are less suitable for rapid, low-cost scaling compared to static or video ads, but they can add meaningful value when used selectively within a broader media mix. Many marketers successfully deploy playable ads alongside traditional formats—using traditional ads for scale and playable ads for engagement and conversion optimization.

Sources: Think with Google; IAB Digital Advertising Guidelines