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

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-why-outsource-production-playable-ads

3 Reasons You Should Outsource Production of Your Playable Ad

Daniel Herman is the product manager for playable ads at ironSource. This article originally appeared on PocketGamer.  You might think that producing a playable ad is no different than putting together an app trailer. It’s just an interactive version of the same thing, right? If only it were that easy. It takes a huge amount of..

IndustryChat

3 Hot Topics To Watch Out For At Dmexco 2017

Dmexco 2017 is just around the corner and with over 250 hours of events across two days, we've picked the three hottest topics and talks at this year's conference. Come and say hello to the ironSource team if you're in Cologne. We'll be at booth E58 in Hall 6.1. You can book your meeting with..

AppChat
ironsource-what-is-ecpm-how-to-increase

What the Hell is eCPM and How Can You Increase It?

eCPM is a term that’s thrown around quite often in the mobile advertising world. But it can be quite confusing, especially for new developers looking to monetize their app through in-app advertising. Let’s take a look at what it means and why it matters for app developers. What is eCPM? eCPM is a metric used..

AppChat
zeptolab-ironsource-double-revenue-ad-mediation-platform

ZeptoLab More than Doubles Revenue with ironSource Auto-Optimization Algorithm

Since integrating ironSource’s mediation platform, ZeptoLab saw immediate increases in overall revenue and average revenue per engaged user (ARPDEU) in both Cut the Rope (1B+ installs) and King of Thieves (50M installs). Recognizing the success, ZeptoLab soon started running ironSource’s mediation platform in their newly-launched game, C.A.T.S.: Crash Arena Turbo Stars (50M installs). “With the..

AppChat

45 Twitter Accounts Every Mobile App Developer Should Follow

You want to find information to help with your mobile app but don’t know where to look. You want to follow important people on Twitter, but you find yourself lost in the vortex of links, tweets, videos, GIFs, and a lot of useless information. Twitter can be a confusing place, so we decided to help..

AdChat
ironsource-3-myths-playable-ads

3 Myths About Playable Ads

Daniel Herman is the product manager for playable ads at ironSource. This article originally appeared on PocketGamer.  While playable ads are the hottest ad unit out there, there are are still a few myths around the format which persist on both the app monetization and marketing sides. Below we go through some of those myths,..

CompanyChat
ironsource-active-protect-program-mobile-ad-fraud

ironSource Launches Active Protect Program to Minimize Mobile Ad Fraud

ironSource today announced the launch of the Active Protect program, a program for mobile advertisers which aims to prevent the most frequent types of fraud on non-SDK traffic - primarily attribution and device manipulation - by blocking fraudulent or manipulated traffic in real-time and automatically re-crediting advertisers for any spend on fraudulent traffic. Fighting mobile..

AdChat
ironsource-non-gaming-apps-playable-ad

Should Non-Gaming Apps Use Playable Ads?

This article originally appeared on iMedia Connection.  Advertising technology is evolving, and as developers continue to become more creative with their ad formats, the industry is revealing there is much more to digital advertising in 2017 than simple banner or interstitial ads. The time is right for new, exciting ad formats. 91 percent of users..

AdChat
ironsource-what-are-playable-ads-bitmango-word-cookies

The What, How, and Why of Playable Ads

Oren Cohen is the VP Media at ironSource. This article originally appeared on VentureBeat.  In 2013, the global ad blocking craze pushed the ad industry to rethink its strategies — users were fed up with intrusive, irrelevant, and boring ads. In response, we slowly saw mobile ads shift towards ad formats and creatives that both..

Interested in becoming an ironSource partner?

We’d love to hear from you.