We are all aware of the challenges associated with modern online digital marketing strategies. When we consider the fact that users are bombarded with numerous advertisements on a daily basis, it becomes clear to appreciate why a more innovative approach is often required to boost your current conversion rates. If your ongoing marketing campaign has failed to turn heads or it seems to be falling upon deaf ears, the chances are high that a bit of change is in order. This is when the power of playable HTML5 advertisements is entirely relevant. What are these types of ads? How are they employed and what are their unique benefits? Each of these questions warrants a closer examination.
A Quick Look at HTML5 Advertisements
As you may have already guessed, these types of advertisements employ the HTML5 programming language. There are several advantages directly associated with HTML5 including:
- HTML5 enables advertisers to create interactive content (such as point-and-click games).
- These programs can be viewed across multiple different devices and operating systems (unlike some alternatives such as Adobe Flash).
- This open-source code has been optimized in terms of speed and scalability.
However, it can be argued that the main takeaway point involves the fact that these marketing campaigns are no longer static in nature. They allow user-based interactions and this is an excellent way to encourage further action (such as clicking on an embedded link).
How Do These Ads Work?
This type of advertisement is often used when promoting a game or similar interactive program. It will appear as a pop-up window during a certain stage of gameplay (such as between cutscenes or when a user clicks upon a specific banner advertisement). HTML5 playable mobile ads can be broken down into three sections:
- A brief three-second instructional period.
- Between 10 and 20 seconds of live gameplay.
- A concise call to action (CTA) urging the user to perform a specific action such as to download the game or to click on its official website link.
While this is indeed a form of advertisement, we need to keep in mind that HTML5 approaches tend to be much more interesting and appealing when compared to static timed publicity snippets. This will increase the chances that the user in question decides to take further action. Finally, HTML5 ads are excellent ways to promote a new game that might have recently entered the marketplace.
How and When Should Playable Ads be Employed?
There are still some suggestions to keep in mind in order to enhance the end-user experience. First, make certain that the ad loads quickly in order to retain interest. Do not make the associated challenges too difficult, as this may discourage players from taking further action. Finally, a call to action should be visible throughout the short period of gameplay; allowing users to convert at any given time.
In terms of when these advertisements should be used, the main takeaway point is that they often work the best when embedded within games of a similar genre. Furthermore, they should not appear overly obtrusive (such as popping up during standard gameplay). This will immediately detract from their appeal.
HTML5 advertisements for mobile phone gaming applications are an excellent way to increase conversion rates, so always keep the recommendations highlighted above in mind.
