Facebook brings ‘playable’ ads to Audience Network

May 31, 2019

Facebook has announced the launch of playable, interactive video ads on its Audience Network.

The ad format offers users the chance to interact with a scaled-down version of a game or app before making a purchase.

As The Drum report, Facebook has said that users who interact with an app through an interactive ad before installing it are 60 per cent more likely to go on to open the app when compared with users who download after seeing non-interactive creative.

Interactive ads have been available in the News Feed since August. Now, though, they are available throughout Facebook’s Audience Network, which gives advertisers access to thousands of off-Facebook sites and apps.

The company’s own data suggests that more than one billion people see an Audience Network ad each month, while conversion rates are reportedly eight times higher amongst people who see ads across Facebook, Instagram, and Audience Network, as opposed to only on Facebook.

The interactive ad offering follows the introduction of immersive video on the platform. Advertisers can now publish 360 video to Facebook, which users can navigate by tilting their phone or dragging their finger.