The Power of Playable Ads:

How to Harness it in 2017

 Evolution of the Mobile Ad: UX is key
eCPM

$8 - 15
$7 - 13

3
$6 - 14

Var eCPM
$5 - 10
$2 - 6

$0.50 - $1 User experience

DATA: Chartboost Advertising, US, May 2016
 Meet the Playable: A Bite-Sized Game with
Huge Performance
Ads should be interactive - not passive things that obstruct player experiences.

• Balanced value
• Non-intrusive
• Incredible retention and LTV
• High eCPM Hearts of Vegas, Product Madness
How to make the most of your
Playables
 1. Design Consideration: The CTA to Play

• The first goal is to engage

• Reduce clutter and other CTAs
• Add a ‘play’ CTA
• We have to tell players what to do

Playrate increased from 42% 70%

 2. Think About Your Audience

Craft your playable with an audience

in mind, and leverage advanced
targeting to reach them.

• Genre
• Devices
• Affinity / Player Group Targeting
 3. Metrics That Matter

The opportunity to track

engagement in deeper levels
beyond install.

• Play rates
• Interaction
• Funnel stage within the game
 4. Create an Experience
It’s about creating a full end-to-end experience in a mini-game (within a game)
 How to Gain a 70% Conversion Increase

Casino genre leader Product Madness doubled down on playable ads, and the
results were nothing to play with. 70% overall conversion increase over static

“We want the first experience someone has with a Product

Madness game to be instantly engaging and fun. This can be a
challenge with static or video - it’s a passive experience. Now
with Chartboost’s interactive playable ads, the player gets a
taste in under 20 seconds so when they install we already know
that they’re engaged.”
Patrick Witham, Director of UA, Product Madness
Want to learn more?
Email the team at
europe@Chartboost.com