In today's mobile era, Mobile marketing is an inevitable trend in the media industry. There are many ways to help brands make good use of this platform to increase brand awareness, promote sales,... And one method that is favored and popular today is Playable Ads. 

Along with the explosion of the Internet and the incredible growth of digital technology, smart mobile devices (smartphones) are gradually becoming indispensable friends in modern life. In contrast, 10 years ago, smartphones were only considered a luxury item, nowadays, these devices have become a part of each person. Regardless of age or gender, anyone can completely own a smartphone easily.  

Basically, Playable Ads allows viewers to try the game right in the ad or try the app without having to install it. However, this method is not only for launching new titles, nowadays, but many brands also use Playable Ads to promote their own campaigns such as contest introductions, simple, fun interactive games,... This method is preferred because it helps the brand increase awareness and user experience. When using Playable Ads, brands often cleverly combine Gamification in their campaigns. So what is Gamification? Simply put, Gamification is the application of Game's elements to other areas outside the Game industry. More specifically, the goal of applying Gamification to marketing is to encourage consumers, connect users with software applications as well as websites or mobile apps,...  

Beyond the world of virtual games, access to a variety of fields 

Playable Ads are very popular with game developers. Just last year, nearly half of mobile app marketers said Playable Ads was the way they were most excited, with 71% insisting it was an effective way for players to easily access the game.  

Although mobile app marketers are pioneers in fully exploiting Playable Ads by allowing users to try out games and drive game downloads, there are many areas that can now apply this method to promote their products and brands. Many entertainment companies are implementing Playable Ads in combination with movie trailers to attract viewers. A good example is the Peter Rapid film by Sony Pictures has created an interesting, simple game to promote this film. The game with a platform relatively similar to the fruit slashing game - extremely familiar but still enough to create excitement for players.  

This campaign really succeeded beyond expectations. The report points out that not only are ticket purchase clicks after the game experience high, but more than half of all gamers have chosen to play the game again and again. As such, users are very interested in highly interactive ads.  

A great competitive advantage when applying interactive videos in campaigns 

Besides using Playable Ads in the world of virtual games or promoting movies, this method is currently considered by many brands as an ace in its campaigns. A very successful example of combining Playable Ads is the #IyaBoleh campaign (Yes, it is ok!) from Dancow - a popular baby formula product in Indonesia. Nestlé's brand in this campaign aims to target mothers in modern, tech-savvy times. In this interactive video, a little girl will appear and ask her mother for permission to "experience the idyllic things of life" such as climbing on rope ladders, playing with cats,...   

In this interactive video, users will touch, swipe, and tilt the screen to release dust, germs,... - which damages the health of young children. After each play, the mother in the video will say "Iya Boleh" which means "Yes, it is OK!" - a signal that the player has completely eliminated things that harm the children's immune system. Thanks to its unique and interesting way, the campaign has reached a 74% engagement rate – a great success when combining online activities with Playable Ads. With a new way of operating, Playable Ads is expected to grow more and more in the near future. Brands can apply them in their campaigns to increase user experience and create resoundingly successful campaigns.  

Source: CampaignAsia