Facebook’s new 'Playable Ads' let you try mobile game demos
right in your newsfeed
Brand new Facebook feature – “playable ads” which are aimed
at video game marketers. (Think Angry Birds, which took advantage of this new
ad feature.) This new ad solution allows people to test out or play a video
game before downloading it, right on their Facebook newsfeed. It’s a new
interactive sampling experience.
Now, mobile game advertisers can capture more information on
who is interested in the game, and will then be able to target these people
with more messaging if they try it out. It brings people through the “awareness
and conversion” funnel in an obvious way. Click-thrus aren’t as strong as if
people are playing a game, and time spent playing is an effective measurement
of interest. Already, advertisers have seen lifts on their return on ad spend,
and their cost per paying user has gone down on the platform. Not only driving
awareness, but Facebook offers a retention optimization feature for companies
to monetize via in-app ads, allowing marketers to target users driving them
back to the app through re-engagement.
Seems that engagement and interactive ads are the next big
thing on Facebook. In addition to these new playable ads, Facebook also added augmented
reality ads, which allow customers to interact with ad products, such as virtual
glasses. This could include facial recognition, similar to what Snap Chat
offers. Looking forward to more ad innovation to keep brands top of mind.
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