Facebook expands playable ads and transparency levels

Ads that users can play are being rolled out across Facebook’s Audience Network, allowing brands to buy them in apps not owned by the social media giant.

There is a new roll-out happening across Facebook’s Audience Network, where brands can buy into them in apps that are not owned by the technology giant.

These playable ads have apparently driven a 60 percent increase in app installation, while people are six times more likely to make a purchase via the in-app means.

Interestingly, the ads are available as a ‘rewarded video’, in which a player interacts with the advertised game for 15 seconds before being given a call to action to install it, or the interstitial format, where players can interact with the ad or download the game after five seconds.

Facebook said rewarded video ads see between 60% and 85% higher CPMs compared with regular video.

According to Campaign Live UK, the company also quoted Cyprus mobile game maker X Flow’s head of product and monetization Roman Poleshchuk, who said: “When Audience Network offered us playable ads, we were excited about the opportunity and the results did not disappoint.

Facebook said it is also introducing more transparency for brands to better understand how effectively their creative is being used in these ad formats.

Source: Campaign Live UK