Facebook Playable ads is an innovative new ad format launched in early August 2018. Allowing users to engage with the experience of an app or game in their Facebook news feed, before clicking through to download it from the app store, Audible France jumped at the opportunity to test the beta ad format through the Paragone platform.
Who is Audible France?
Audible, an Amazon Company, is a seller and producer of spoken audio entertainment, information, and educational programming.
Playable ads on Facebook had originally been seen as the exclusive domain of gaming advertisers, who could provide an interactive experience of a game in the news feed, before inviting users to download it in the app store. However, Audible France were one of a handful of non-gaming brands to gain access to the beta, and their successful campaign showed playable ads have a lot to offer advertisers across a variety of industries.
For Audible France, the aim of the Facebook Playable ad campaign was to promote a series of audiobooks, and drive downloads of the Audible app. With the invitation in the ad text to “discover the audiobook by scratching on the image”, the ad built intrigue of what might be waiting for the user behind the question mark.
By rubbing away the orange background, the user discovered an image of the audiobook on offer, as well as a some detail on the author and content, followed further down by a bold CTA button encouraging download of the app.
Attracting higher value users
Networks like Facebook are getting more crowded with ads every year, and advertisers worldwide are asking themselves what it takes to stand out. Results so far suggest users acquired through Playable ads are of higher value for brands, since they’ve had the chance to preview the app and become more invested before downloading.
The results seen by Audible France, in their preliminary test campaign, certainly suggest Facebook Playable ads offer the cut through innovative advertisers have been looking for. They do this by taking interaction and engagement with the ad itself to a whole new level!
The conversion rate between app install and purchase is the metric that Audible France most care about, and they were happy to see Playable ads contribute to improving it. In fact, compared to their average conversion rate of 5.32% for classic Facebook Video ads, in the Playable ads test 6.15% of app downloaders went on to make an in-app purchase.
Added to that improvement, the Audible France was also impressed to see a 16% lower Cost per Purchase (CPP) for the Playable ads test, compared to the initial objective they had set for the campaign.
Read the full success story, where you’ll get a deeper look at all the points above.
Here at Paragone, thanks to our close relationship with partners like Facebook, we regularly provide our clients with access to exclusive advertising betas! Contact us for more information on how you could work with us to test innovative new advertising options!
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