Playable vs 30s video in rewarded: install rate up, but ROAS told the opposite story
A gaming UA team A/B'd playable ads against 30s video in the same rewarded placements.
Playables won install rate by 41% — but D7 ROAS was 22% lower. The playable pre-qualified gameplay so hard that it attracted try-it users who churned; video set expectations that selected for payers.
✓ Always judge rewarded creative on ROAS, not install rate
✓ Video selected higher-LTV cohorts despite worse CPI
✗ Required D7 patience — install-rate would've picked wrong
✗ Result is game-specific; not a universal rule
Verdict: playables for top-funnel volume, video when LTV is the goal.
Best for: game UA teams optimizing rewarded creative.
In-App Bench
@InAppBench
Playable vs 30s video in rewarded: install rate up, but ROAS told the opposite story
Этот пост опубликован в Telegram-канале In-App Bench. Подписаться можно по ссылке: @InAppBench.