Playable ads vs video for install quality
Playables cost more to produce and serve, so they need to earn their premium in quality, not just novelty.
Playable ads
✓ Self-select highly: a user who finishes a playable already 'gets' the game — strong D7 retention
✓ Lower install volume but higher LTV per install on gaming
✗ Heavy creative production cost; iterate slowly
✗ Useless for most non-gaming verticals
Video
✓ Cheap to produce variants, scales install volume fast
✓ Works across every vertical
✗ Weaker self-selection — more curiosity installs that churn
The move is sequencing: scale volume with video, then layer playables to lift the quality of your best-performing games. Judging playables on CPI alone always makes them look expensive and hides the retention win.
Verdict: video for scale, playables for quality on gaming — measure them on D7, not CPI.
Best for: gaming UA teams balancing volume and LTV.
In-App Bench
@InAppBench
Playable ads vs video for install quality
Этот пост опубликован в Telegram-канале In-App Bench. Подписаться можно по ссылке: @InAppBench.