What Are Playable Ads?

Playable ads are interactive ad formats that allow users to experience a short, hands-on demo of a product—most commonly a game or app feature—directly within the advertisement before installing or clicking through. Instead of passively watching a video, users actively engage with the content, which helps communicate the core value quickly while naturally filtering for genuine interest. According to the Interactive Advertising Bureau (IAB), playable ads are designed to increase user understanding and intent by turning ads into experiences rather than impressions.

Source: IAB – Playable Ads Playbook

Higher Engagement and Attention Time

Because playable ads require user interaction, they consistently outperform traditional video and static ads in engagement metrics. Industry reports and campaign case studies show that playable ads can achieve significantly higher CTR and longer engagement time, with some campaigns reporting interaction times exceeding 30 seconds per user. Several ad networks and marketing studies have also reported playable ads delivering multiple times higher CTR compared to standard video formats, making them especially effective at capturing attention in crowded ad environments.

Sources: IAB Playbook; Liftoff Mobile Ad Creative Index; Vungle Creative Labs

Better Conversion and Lower Cost per Install

Playable ads help pre-qualify users by letting them try before they install. As a result, users who convert tend to have stronger intent and better post-install behavior. Multiple UA benchmarks indicate that playable ads can deliver up to 3× higher conversion rates compared to non-interactive formats, while also reducing cost per install (CPI) by roughly 30–40% in many campaigns. This makes playable ads a strong choice not just for volume, but for quality installs and sustainable performance.

Sources: AppLovin Insights; Liftoff Performance Reports; GameRefinery by Vungle

Proven Across Brands and Platforms

Playable ads are no longer limited to games. Major brands such as Pepsi, Western Union, and Carnival have successfully used playable formats for brand activation and product storytelling, achieving strong engagement and conversion results. At the same time, leading ad networks report that users acquired through interactive and in-app formats show higher engagement and retention than those acquired via traditional social video alone. This positions playable ads as a powerful bridge between brand marketing and performance marketing.

Sources: Think with Google; Vungle Case Studies; AppLovin Blog