As smartphone capabilities have evolved, it’s become possible to support the richness of interactive ad experiences on mobile – and the format is fast-becoming the hottest ad unit out there.

What are interactive ads?

Interactive ads are digital ads designed for user interaction and they can be used on desktop, tablet and mobile. 

4 types of interactive ads

Interactive ads let users choose or interact with the ad in some way. There are a few different kinds of interactive ads.

Interactive ad

An interactive ad is an ad with any kind of interactivity for the user.

Example: a photo editing app that lets you sample filters or other features in the ad itself.

Interactive video


An interactive video ad is a video ad with an added layer of interactivity.

Example: a 360 video that the user can control

Interactive end card


Interactive end cards add an additional layer of engagement at the end of a regular 15-30 second video ad, giving users a feel for the the app’s functionalities and allowing them to interact.

Example: users can select the car model they most prefer and see a spec list after watching an auto ad.

Playable ad


Playable ads offer users a snippet of interactive gameplay. Users are guided by hints and are able to ‘win’ or ‘lose’ in the ad. They’re completely opt-in, true to the spirit of the game and give users an immersive and enjoyable ad experience.

Example: a crossword app gives users a clue and 8 letters to choose from to fill the gaps.

Benefits of interactive ads

There’s a reason why advertisers are flocking to interactive ads lately. Interactive ads drive higher conversions and retention rates, increase LTV and brand awareness, and offer unique in-ad data.

Higher conversions

Interactive ads see 3x the conversion rate compared to normal video ads. This is because the ads are enjoyable and immersive for users – by getting users actively involved in the advertising experience, you create a much greater impact. Playable ads can see conversion rates up to 7x higher than normal video ads.

Higher retention rates

Users acquired through interactive ads also show higher retention – sticking around in the advertised app for longer. In interactive ads overall, retention rates can be 1.27x  those of than normal video ads, and for playable ads they can be as high as double.

Increased LTV

LTV (lifetime value) is a metric you can use to define the value of users who use your app for a period of time. Interactive ads do a great job of illustrating an app’s core elements and functions before the user installs. Users who download an app after engaging with an interactive ad are already familiar with a few of the functions, so are more likely to keep engaging with the app regularly and for longer. The longer a user has a relationship with an app and can make in-app purchases or view ads, the higher the potential LTV.

Increased brand awareness

Compare the experience of passively viewing an ad, versus touching and affecting the ad yourself. Interactive ads create a significantly more impactful experience which stay with users for longer. The ability for a user to choose, decide or even ‘win’ or ‘lose’ in the ad also has a positive impact on user experience, creating positive brand associations.

Unique in-ad data

Even if a user doesn’t install an app after seeing an interactive ad, the advertiser is able to see their interaction path in the ad. This data is critical to improving the ad experience, or even for improving the UX in the app itself.

Want to learn more about ironSource’s suite of interactive ad units? Click here.

ironSource Blog

The Source

AdChat
ironsource-launches-first-augmented-reality-mobile-ads-games-ar

2017: The Year of Interactive Advertising

Dan Greenberg is the Chief Design Officer at ironSource.  Earlier this year, playable ads exploded, and brought interactive ads to the forefront of mobile advertising. Now it’s the end of 2017, and dozens of innovative interactive ad technologies and formats are popping up left and right. It’s an exciting time to be in the mobile..

CompanyChat
ironsource-mediation-maio-imobile

ironSource Mediation Welcomes Japanese Ad Network Maio by iMobile

ironSource is excited to welcome leading Japanese mobile ad network maio, which is owned by imobile, as a new demand partner. This new addition to our mobile ad mediation platform is a testament to our commitment to empower developers around the world, and particularly our recent focus on developers in Japan and the wider APAC..

AppChat
mobile-ad-mediation-platform-ironsource

5 Key Features to Consider When Choosing a Mobile Ad Mediation Platform

In the last few years, we’ve seen in-app advertising become an increasingly critical pillar in game developers’ app monetization strategies. In fact, according to App Annie, in-app advertising is set to dominate other app business models. Specifically, ad mediation, which aggregates multiple mobile ad networks into a single platform, is on the rise within the..

CompanyChat
ironsource-singular-top-20-secure-ad-network

ironSource Named Top 20 Most Secure Network by Singular

Yevgeny Peres is the VP Growth at ironSource. In recent years, mobile ad fraud has become an industry-wide issue which affects every advertiser - their budgets, their reputation, and mainly their effectiveness in achieving sustainable growth. That’s why we’re excited to announce that ironSource has been named a Top 20 Secure Ad Network by Singular. Singular, a..

AdChat
warren-woodward-nexon-dominations-ironsource

Best Practices for Launching Your Mobile Gaming App: Pt. 2, Worldwide Launch

Warren Woodward is the Director of User Acquisition at NEXON M, the San Francisco division of Korea’s largest mobile gaming company and one of the ten largest gaming companies in the world. Their hugely popular games include DomiNations, Titanfall: Assault, and Battlejack. This is the second part in a three part series. To read part..

AppChat
what-is-mobile-ad-mediation

What is Mobile Ad Mediation and How Does it Help App Developers?

If you’re looking to monetize your app through ads, you’ve likely come across the term "mobile ad mediation." But while the term is thrown around quite often, it can be hard to understand whether or not the solution is right for your app. Let’s take a look at what it means, who it’s best for,..

AppChat
what-is-k-factor-app-developer

What the Hell is K Factor and How Can You Boost It?

Every app developer wants to understand how their app’s user base is growing, and how viral the app is. For this, look no further than your app’s K Factor. But what exactly does K Factor tell you about your app’s growth? And how can you work yours out? What is  K Factor?  K Factor is..

CompanyChat
tomer-bar-zeev-ironsource-ceo

ironSource CEO Tomer Bar-Zeev Among 100 Most Intriguing Entrepreneurs at 2017 Builders + Innovators Summit

Goldman Sachs is recognizing ironSource CEO and Co-Founder Tomer Bar-Zeev again as one of the 100 Most Intriguing Entrepreneurs of 2017 at its Builders + Innovators Summit in Santa Barbara, California. Goldman Sachs selected Bar-Zeev as one of 100 entrepreneurs from multiple industries to be honored at the two-day event. A technology veteran, Bar Zeev..

AdChat

Trends and Challenges in User Acquisition: Q&A with Playrix’s Artur Grigorjan

Artur is Head of Growth Marketing and is charged with the mission of finding unique opportunities to grow and improve the marketing efforts of Playrix - one of the biggest game developers in the world. They’re the team behind the wildly popular, and top-grossing titles of Township, Gardenscapes and Fishdom. Artur knows a thing or..

Interested in becoming an ironSource partner?

We’d love to hear from you.