Alphabet's (GOOGL) Google announced two big advertising updates at the Game Developers Conference in San Francisco on Wednesday that will help Android game developers lure people into downloading their game: playable ads and auto-flipping video ads.
These updates don't just help developers get more downloads; they're also helping Google in its efforts to go after Facebook (FB) which is still the biggest player in the mobile app install ad market, TheStreet's technology columnist Eric Jhonsa said.
"Playables" refers to a new ad format that will allow users to play a succinct version of a game as part of an interactive ad. Playables offer users the same experience that the real game offers, just for a shorter time period since it's only a preview. When a playable pops up, a user will have the option to click out of the ad or to engage with it. Google's playables will be used across more than one million apps on the Google Display Network in the coming months.
Playables have already been used by other players in the market, including SGN, PuzzleSocial and Big Fish Games, all of which are clients of CrossInstall, which makes custom playable ads for them.
CrossInstall CEO Jeff Marshall said that on average, 30% of the users that click on a playable ad will then install and run the advertised app, vs. the industry standard of 1% for traditional ads. This metric will be lower for shorter ad experiences and higher for more engaging playables. The average engagement time for playable ads ranges from 15 seconds on the lower end to upwards of one minute on the higher end, he noted.