Facebook announces new advertising offering ‘Playable Ads’ for app marketers at the ChinaJoy gaming conference. Playable ads were first launched in 2014, four years later in 2018, Facebook finally brings this advertising offering to its platform.
Facebook will allow advertisers to set up these Playable ads in the Newsfeed after selecting the app install campaign objective. For managing playable ads, Advertisers can also use one of the Facebook’s developer partners — Kaizen, CyberAgent, CrossInstall, Wisebirds, MakeMeReach, Bidalgo, Septeni Original, ConsumerAcquisition, Soft-world, Nanigans, Smartly.io, TreSensa and Kenshoo.
Playable Ads are such ads which allow the user to try a game out before they download it. These ads drive higher-intent installs from users who have experimented with the game. Playable ads are an interactive experience that consists of a mini-game experience, a short tutorial of the advertising app and an end card with a specific call to action that appears after a set number of seconds.
Facebook’s version of Playable ads is little different from the normal playable ads, as Facebook’s playable ads first show video of the game and then allows the user to interact with the game. Vice President of global gaming at Facebook, Rick Kelley, said “With playable ads, advertisers can now give players a chance to experience a game in Feed before they install it, creating higher intent.”
Facebook is introducing Retention Optimization. Retention refers to the percentage of user who returns to a game after some period of time. Facebook is examining a way to optimize retention to help developers to find extremely valuable and engaged users to achieve a better Revenue on ad spend (ROAS) through subscription revenue and higher ad.
Kisup Lee, CEO of Bitmango, said “Facebook’s retention optimization solution helped us acquire users with much higher retention rates with a 14% better return on investment (ROI) compared to install optimization when looking at cost per day seven retained user”. “Moreover, our installation volume has increased with Retention Optimization compared to our previous campaigns,” he added.
Facebook is also introducing Value Optimization, which will help developers find their most valuable users and reward them. Most valuable players for game developers are players who make an in-app purchase because players who are paying in games are likely to spend more time over there and remain active in the game.
Head of Operations at Addict Mobile, Manuel Pacreau, said “Being able to set a minimum ROAS is critical for us to ensure we’re spending each of our clients’ dollars efficiently towards users who drive the most value as defined by their business, without sacrificing upside performance.”
Retention and Value Optimization will roll out to more advertisers on Audience Network, Facebook and Instagram later this year, Facebook says.