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In today's digital landscape, brands are constantly searching for innovative ways to capture and retain the attention of their target audiences.
Playable ads, interactivity and games can in that regard be a valuable tool that can significantly enhance engagement and loyalty.
Andreas Fabricius, Co-CEO & CCO at Playable, a marketing gamification platform and provider of playable ads for marketing, is speaking at the Native Advertising Days 2024 to share his insights on why playable ads are transforming the landscape for both advertisers and publishers.
The Shortcomings of Traditional Advertising
One of the main reasons interactive ads are being increasingly used by advertisers and publishers is due to the limitations of traditional advertising, Fabricius explains.
Especially issues such as banner blindness and the declining effectiveness of static ads are the main catalyst in this development.
“Traditional ads are often static, leading to a phenomenon known as banner blindness, where users ignore them entirely. This results in lower engagement rates and a decline in CPM prices,” he says.
The Rise of Interactive Elements
Interactive elements in advertising are not entirely new, with advancements like video and sound within banners showing some success. Playable ads have been used in the gaming and app space for some time to encourage full app downloads
However, Fabricius emphasizes that playable ads for marketing across all industries take this a step further by incorporating game mechanics.
“By adding game mechanics to interactive banners, you provide a full memorable experience to the customer. This means instead of just watching or clicking users participate actively,” he says.
Engagement Through Gamification
The core of Fabricius’s argument is that gamification naturally captures human attention.
“Our brains are wired to respond to play. When users interact with playable ads, they are not just passive observers but active participants,” he notes.
This engagement leads to higher retention rates and more memorable brand interactions.
“When users play, their brains release dopamine, which enhances memorability. This means they are more likely to remember your brand and message,” he adds.
Real Interaction and Quality Engagement
Playable ads also ensure that the interactions are genuine.
“Unlike traditional ads that often suffer from accidental clicks or ‘fat thumbs,’ playable ads require deliberate engagement. This means the interactions are more meaningful and intentional,” Fabricius explains.
This translates to higher-quality engagement metrics for publishers, which can justify higher CPM rates.
Boosting Loyalty Through Meaningful Interaction
Fabricius also highlights the role of playable ads in building customer loyalty.
“The more time a user spends interacting with your brand in a meaningful way, the more loyal they become. Playable ads provide that opportunity by creating enjoyable and memorable experiences,” he said.
This is particularly important in a crowded marketplace where retaining customer attention is increasingly difficult.
Another significant advantage of playable ads is the ability to measure their impact accurately.
“With playable ads, you can track user interactions in detail, gaining valuable insights into user behavior and preferences,” Fabricius explains.
This data-driven approach allows advertisers to refine their strategies and optimize their campaigns for better results.
Enhanced User Experience on Publisher Sites
For publishers, the integration of playable ads offers significant advantages.
“Playable ads allow users to interact with the content without leaving the publisher’s site. This keeps users engaged on the site longer, reducing bounce rates and increasing the time spent on the page,” Fabricius points out.
This seamless experience is beneficial for both the publisher and the advertiser, as it enhances the overall user experience.
Fabricius emphasizes that playable ads create a win-win situation for both advertisers and publishers.
“Advertisers benefit from higher engagement rates and more meaningful interactions, while publishers can offer a more engaging user experience and justify higher ad rates. It’s a mutually beneficial arrangement that enhances the effectiveness of digital advertising,” he says.
Do you want to learn more from Andreas Fabricius and 40 more industry-leading speakers on native advertising? Native Advertising Days 2024 takes place June 12 -13 2024, DGI-Byen, Copenhagen Denmark.