By: Jason Williams & Eldad Ben Tora, Co-CEO’s, Kidoz
Playable ads are no longer the next big thing, they are already one of the leading formats used by brands today alongside video ads, and are considered as the most effective in-app ad format.
Just as promotional video advertisements are perfect in a rewarded pre-roll placement, where the user is motivated to watch the ad to completion, Playable ads fit naturally within apps during game breaks and intermissions as they match the game experience and act as a “mini game within a game”.
Playable ads have become so popular with Toymakers because they allow the opportunity for kids to engage with the play pattern of a physical toy in a digital environment. Brands can then combine both their video placements (which show the excitement and features of a toy in a prescribed environment) with a Playable ad that allows kids to touch and play with the toy repeatedly as they build affinity with the toy and brand.
When looking to build or hire an agency to build your Playable ads for kids, take these points from Kidoz into consideration. Kidoz is the leading Kid Safe in-app mobile network helping brands reach kids in a safe and engaging way.
Fast, But Not Furious 🙂
Kids recognize ads at a super early age and know how to dismiss them if the first few seconds do not promise fun.
– Pop up your most recognized IP/character on the first scene and invite kids to engage.
– Make every part of the ad clickable and reactive to touch.
– Consider auto starting the experience if nothing happens within a few seconds (Kid is not tapping and just gazing at the screen).
Every Choice Wins
Providing interactive choices is fun when inspiring kids to engage:
– Make it clear what the kid needs to do next, with one catchy item in the middle of the screen.
– Don’t over complicate the small screen with additional eye catchers like multiple buttons, side messages.
– Less is more.
Visual Tutorials Speak Louder Than Words
Everybody hates long manuals and instructions – we all just want to start playing. Forget the text and teach how to play to with visual cues. Pictures really are worth a thousand words.
– Use arrows or hand swiping images to demonstrate what to do next.
– Try to communicate completely text free.
“Imitate” the Product Experience
Playable ads originated from the makers of gaming apps to help new users learn about app gameplay before downloading. The same tactic is used today by toymakers to excite kids by offering a digital play experience of physical toys.
– Select the product features that are most unique and engaging to build the digital experience.
– Create opportunities for “free play” where kids are not on a set path. This will inspire re-play opportunities to create deeper levels of engagement.
Psssst…Don’t Forget Sounds
When it comes to kids, sound plays a crucial part of game play. Sound is an important dimension that can enhance your ad experience and increase engagement.
– Add cute and uplifting sounds when the ad starts and when toys are revealed.
Remember What Kids Love
When creating a playable ad around your product, try to recreate the play experience of the physical toy and create an experience that kids will love to try.
- Building and creating new scenes
- Customizing characters
- Figurine Collections
- Revealing new toys and learning new features
- Play it again. Make it easy on them to replay the ad and enjoy it again
Mind Kids Privacy and Policies
Playable formats are new and exciting formats that push advertisers to the boundaries of what is acceptable when it comes to kid focused advertising. It’s important to stay compliant:
- Avoid sharing options to social media (share your score, share your creation, etc.)
- Be extra sensitive when using a camera and if not completely necessary, avoid.
- Don’t collect personal information, even for good purposes like leaderboard or personalization. (first name and year of birth is ok, last name, email, address, IP, etc. are NOT okay to collect).
And finally, be selective regarding where the ad will appear, and ask your media agency to provide you the full list of apps the ad will be featured on.