從開發者使用角度淺談可玩式廣告的優勢和注意事項

從開發者使用角度淺談可玩式廣告的優勢和注意事項

原文作者:Linh Le 譯者:Megan Shieh

如果你希望通過“付費廣告”來擴大你的用戶羣,那你應該知道標準格式的廣告已經越來越激不起用戶的興趣了。環顧四周,你會發現新的廣告類型不斷涌現,尤其是在過去幾年裏,市場越來越偏愛視頻廣告,但要說到革新,就不得不提起迄今爲止最具創新性的廣告類型——可玩式廣告(Playable Ads)。

作爲一家遊戲公司,多年來我們已經嘗試過了各種各樣的廣告類型,而這幾年積累的經驗告訴我們:作爲開發者,如果你還沒有嘗試過將可玩式廣告作爲用戶獲取(UA)戰略的一部分,那你很有可能正在錯失一個巨大的增長機遇。

可玩式廣告可以創造出一種以玩家爲中心的新型廣告體驗——感覺不像是廣告的廣告、會受玩家歡迎的廣告。

以下是我們總結出來的“可玩式廣告的優勢”:

自然的用戶體驗:這是一個讓用戶在安裝APP之前體驗遊戲的好方法。這些廣告進一步向用戶展現了遊戲的趣味、亮點和玩法,模糊了應用程序和廣告之間的界限,提供豐富的體驗,促使用戶與廣告互動,從而爲用戶的寶貴時間提供更多價值。

更高質量的用戶:如果用戶在與廣告交互後決定下載APP,那就證明他們預先決定好了要參與到遊戲當中。在購買之前已經試用過產品了,因此知道這款遊戲會帶來什麼樣的體驗。

additional requirements(from gamasutra)

additional requirements(from gamasutra)

提高轉化率——與其他類廣告相比,可玩式廣告提供更高的轉化率,因爲用戶在打開遊戲界面之前就已經對遊戲內容有了較爲深入的瞭解。

提高留存率——通過可玩式廣告獲取的用戶更有可能會長期參與到遊戲中,因爲他們是在玩過遊戲後才決定下載APP的。

較高的生命週期總值(LTV)——因爲可玩式廣告提供更深層次的體驗,所以在用戶看到廣告之前,開發者就已經對他們進行了過濾;與那些從其他廣告渠道(比如本地廣告和展示類廣告)獲取的用戶相比,這些用戶的參與度會更高。

可追蹤性:開發者們可以從廣告中的互動點擊量看出玩家對他們的遊戲感不感興趣,從而去改進、完善他們的遊戲,這是普通視頻廣告無法做到的。

可見性100%:用戶必須進入可玩式廣告頁面並與之交互,才能算是看過了一次廣告。

提高透明度:通過提高產品廣告的透明度來強化品牌。

爲了證明這類廣告有多有效,我們參考了旗下一款優秀遊戲的表現結果:可玩式廣告的千人展示安裝率遠遠超出了其他類型的廣告,這是因爲它的轉化率比平均值高出了近40%,使得eCPM(遊戲邦注:每一千次展示可以獲得的廣告收入)提升到了非常有競爭力的水平,從而在廣告網絡中贏得更多優勢。平均而言,可玩式廣告的效果比其他格式(包括插屏廣告、本地廣告和視頻廣告)高出3倍。

如果你哪天決定嘗試這類廣告,下面有一些小技巧可以使你的可玩式廣告更有效。

保持簡單:向用戶展示遊戲的最佳功能和特性,但儘量不要讓可玩式廣告中的遊戲機制顯得太過複雜,一個複雜的可玩式廣告會把玩家嚇跑。

鏡像遊戲體驗:儘量使用真正的遊戲引擎,維持遊戲的保真度,否則你吸引過來的用戶可能會有種被欺騙的感覺。

結合不同的長度:嘗試15秒或30秒,但整個廣告長度最好不要超過60秒。

清晰的召喚按鈕:類似於首次用戶體驗,確保可玩式廣告帶有一個指令清晰的教程,以免用戶感到毫無頭緒,不知該從何下手。

測試垂直和橫向格式:雖然你的遊戲可能只採用一種格式,但是廣告通常採用兩種格式,所以一定要做兩種版本,以最大限度地適配玩家機型。

縮小廣告文件大小,以便下載:可玩式廣告需要大量的開發工作,因此可能會變得很難加載,確保你的文件維持在一個合適的大小。

檢查用戶體驗的質量:確保廣告中所有元素的格式都是正確的,這點極其重要。

總結一下:在移動APP的推廣方面,可玩式廣告一直都非常有效,我們覺得這只是一個開始。展望未來,可玩式廣告將會入駐更多領域,並像視頻和展示類廣告一樣成爲一種標準廣告。我們期望可玩式廣告變得更加成熟,並與其他廣告格式(比如視頻廣告)結合,創造出一種既好看又好玩的動感體驗。如果你還沒有嘗試過可玩式廣告,那我建議你現在就行動起來,對這類廣告做些瞭解和調查。

本文由遊戲邦編譯,轉載請註明來源,或諮詢微信zhengjintiao

If you’re looking to paid advertising to grow your user base, you probably already know that it’s getting harder and harder to engage users with standard ad formats. Look around and you’ll notice that new ad types keep popping up, and while during the last few years the market has continued to move toward video ads, this year we’ve seen the growth of playable and game-simulation ads to be the most innovative ad type yet.

Admittedly, we’ve tested a lot of different ads, and we’re here to proclaim that if you’ve not tried playable ads as part of your UA creative tool set, you may be missing out on some big growth opportunities. Playable ads create an entirely new ad experience built around the player — an ad that doesn’t feel like an ad and is actually welcomed by users.

Here are a few advantages of playables that we like from our experience:

Natural User Experience: It’s a great way to allow users to experience the game before installing an app. They offer the meat of the game, showcasing the app’s main highlights and gameplay. These ads blur the boundary between app and ads, offering rich experiences where users can spend more valuable minutes interacting with ads.

Higher Quality Users: It brings higher-quality users into the app because users are pre-qualifying themselves as an “engaged” user if they download after interacting with the ad. Users have basically already tried before buying and know what to expect from the app.

Increase Conversion: It offers a higher conversion rate because users understand what they’re downloading before getting to the landing page.

Increase Retention: It improves the retention rate because users are more likely to engage within the game because they already know the gameplay before downloading.

Higher LTV: They pre-qualify users before they reach the advertiser, as they offer deeper experiences; these users engage at an increased rate than those received from other ad channels like native and display.

Trackability: It provides solutions for keeping track of creatives, since there are tools that can measure engagement and drop-offs within the playable, something less applicable in video.
100% Viewability: Users have to opt into the playable and interact with it in order for it to count as a view.

Increases Transparency: It strengthens the brand that is advertised by being more transparent in product advertising.

And to prove how effective this type of ad is, here are our performance results from a creative test we ran for a top title in our portfolio. As you can see, the playable outperformed all other ad types by a large degree when it comes to installs per 1000 impressions (IMP). The key factor is the much higher conversion than average (up to 40% percent) that pushes up eCPMs to very competitive levels and helps win more volume in ad networks. On average, we’ve seen playable ads perform up to 3x more effectively than other formats, including interstitials, native, and video.

Now are you interested in getting your playable game on? Here are some tips to make your playable ad more effective.

Keep it simple: Show users the best features of the game, but try not to complicate game mechanics with a playable. A complicated playable will turn users away.

Mirror game experience: Try your best to use the real game engine and retain game fidelity or else you may bait and switch users.

Incorporate different lengths: Try 15 seconds or 30 seconds, but refrain from ads longer than 60 seconds.

Clear call-to-action: Similar to the first-time game experience, make sure the playable has a tutorial feel with clear messaging so users don’t get confused.

Test vertical & landscape formats: Your game may be in one format, but ads will often be in both. Be sure to make both versions to maximize inventory availability.

Reduce ad file size for easy download: Playables take a lot a of development work and could become very hard to load. Networks will want you to keep it to a manageable size.

Quality check user experience: Remember to QA your playable. It is extremely important to make sure that all elements generated in the playable are formatted correctly. Sometimes a playable can break, and you leave users trapped and confused.

Final thoughts: playable ads have been very effective for advertising our mobile apps, and we feel that this is just the beginning. Looking ahead, we’re seeing playables incorporated into large networks from Facebook and Google to exchanges, and becoming an advertising standard just like videos and display. We expect playables to become more sophisticated and get paired with other ad units, such as video, to create a more contextual experience of “seeing” and “playing” together. If you haven’t tried playables, now is a good time to explore and invest in this ad type. (Source: gamasutra.com