Playable Ad

A playable ad is an interactive HTML5 mini-experience that lets users try a simplified version of an app or game before installing. It usually runs for 15 to 60 seconds and ends with an end card and install button.

Playables tend to attract users who already understand the core mechanic, which can improve conversion and post-install quality. The best playables focus on one clear interaction, load quickly, work offline within the ad container and comply with each network's size and API rules. Building several playable variants and testing them against video creative is common practice for game advertisers.

File size and load time are often overlooked: a heavy playable that loads slowly on mid-range devices loses users before they ever interact. Keep assets lean, test on real devices in your target markets and track drop-off at each step of the interaction.