return Home

Chart of the week: Playable ads poised for growth

Getting any app promoted and downloaded by users is an increasingly difficult game. That's why interactive or playable ads have grabbed the attention and imagination of many app developers.

According to a survey by AdColony, 46 per cent of leading app developers they asked (of which many are in the gaming industry) said this format has their full attention in the year ahead. This is double the share playable ads got last year (25 per cent).

Playable ads are a form of so-called app-install ads, which have become an increasingly important way of promoting apps. They are mini games in banner format which can be played by users and give them the opportunity to "test drive" a mobile game before downloading the proper app. Letting users have a taste before committing to the app ensures that the churn rate will stay low and more users will stick with it for longer.

Also, all moving pic formats are held in high esteem by the app marketers - from full screen video (26 per cent) to social video (13 per cent) and in-feed video (six per cent).

 

Chart of the week 8 Jan ()

 

Download the chart here.

Source: Statista

More like this

Chart of the week: Why do consumers break up with brands?

Chart of the week: Where ad spend is growing most

Chart of the week: Where will the marketing money be spent in 2018?

Chart of the week: Digital (finally) killed the TV star

Chart of the week: A quarter of global adspend goes to Google and Facebook

  • How Italy’s most successful cooking website went multi-platform - all the way to print

    Spinning off a monthly print magazine in 2017 to create an additional revenue stream for Italy’s hugely popular cooking website, Giallo Zafferano, was such a significant success that it sold 2.5 million copies in the first year, says Daniela Cerrato, head of digital product marketing of the Italian magazine division at Mondadori Publishing Group.

    7th Jan 2019 Features
  • Magazine media M&As - what happened in 2018 in review

    In this industry, change is constant. Though, over the last number of years, we've seen increasing numbers of mergers and acquisitions on the media landscape. 2018 was no different, with magazine media marketplaces restructuring, consolidating and diversifying. 

    7th Jan 2019 Features
  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • The Atlantic launches "Unthinkable": 50 Writers. 50 Essays. 50 moments that define the Trump presidency

    As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.

    14th Jan 2019 Industry News
Go to Full Site