The social network Facebook is developing a new type of interactive ads. These are small demo versions of games that can be played directly in the news feed without preloading.
The new advertising format for Facebook helps to test about 20 game studios.
Some developers have already appreciated its advantages.
According to Nick Tsimpidaros, marketing director of Miniclip studio, the CPI for the demo version turned out to be 25% lower than that of a regular video ad.
At the same time, the new format’s clickability was three times higher, and the payback of advertising was twice as much as that of video ads.
The head of the user acquisition department, Tatiana Bogatyreva of Gram Games, said that after a small optimization, the demo version increased the payback on advertising costs from 25% to 30% in comparison with video ads.
Video advertising is the dominant type on the Facebook advertising platform. According to the company, in 2017, more than half of all promotional materials were released in the video format.
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