Facebook expanding Playable Ads with new features

Written by
29 May, 2019

Facebook has today announced new additions to their innovative Playable Ads format, set to help advertisers grow their mobile games and apps and reach more of their most valuable audiences. As a creative platform partner, recognised by Facebook for our playable ads capabilities, MakeMeReach is excited about these announcements!

What are Facebook Playable Ads?

In short, Playable Ads is an interactive ad format allowing users to engage in the news feed with the experience of an app or game, before clicking through to download it. Playable ads feature a lead-in video followed by an interactive preview of a game or app, built in HTML5.

audible creativesFacebook statistics have proven Playable Ads help mobile app and gaming advertisers acquire higher value users, with higher long-term return on advertising spend (ROAS).

Over the last few months, several of our clients have seen success with Facebook playable ads:

Audible France

Audible France used the format to promote a series of audiobooks, and drive downloads of the Audible app. Thanks to playable ads, the conversion rate between app install and purchase improved from 5.32% (for classic Facebook Video ads), to 6.15%. Added to that, they also saw a 16% lower Cost per Purchase (CPP) for playable ads campaigns, compared to the initial objective they had set.


Privalia, an e-commerce store part of the VeePee group, used playable ads with a ‘memory game creative’ to promote their rage of stock available online and drive app downloads. They enjoyed a cost-per-install (CPI) 43% lower than the objective they had originally set, and a click-through-rate (CTR) 4.5 times higher than other campaigns Facebook running at the same time. PLAYABLE-ADS_Privalia

stash creatives


As a micro-investing app, Stash that tested playable ads and saw a 5% lower cost-per-install on these campaigns compared to their benchmark for other app install campaigns. The cost-per-click (CPC) on the playable ads campaign was close to 20% lower than the other Facebook campaign running at the same time.

What are the new playable ads features?

The new features, announced today by Facebook, fit into three broad categories:

Improved ease of creation

These new additions make it easier for advertisers to create playable ads for Facebook.

  • Introduction of zip file support, allowing playable developers to repurpose existing playables from other platforms for use on Facebook.
  • Expanded guidelines mean any aspect ratio is now allowed for the lead-in video of a Facebook playable ad.

Greater effectiveness

These features enable advertisers to get more out of their Facebook playable ads.

  • Three new playable ads metrics are becoming available in Ads Manager - Instant Experiences Clicks to Open, Instant Experiences Clicks to Start, and Instant Experiences Outbound Clicks - to help gaming advertisers identify key dropoff points to improve game play.
  • Vertical video is now supported for playable ads lead-in videos. This addition will help you further optimize your ads for mobile.
  • Higher quality creative is now supported thanks to Zip Playable Upload. This will bring the file size limit up to 5MB, meaning your all-important playable ads creative can be more beautiful than ever!

Bigger scale

Playable ads are expanding to additional placements:

  • Audience Network Rewarded Video and Interstitial formats are being added as new placements, to help advertisers reach the right players at the right time.

Want to run your own Facebook playable ads campaigns?

Get in touch with us to find out more about how we can help you level-up your performances with Facebook playable ads!

Contact us about playable ads! Click here to contact us

About Joe Sweeney CMO here at MakeMeReach, Joe is a words guy. Joe's a digital marketer who believes in the power of quality content to start great conversations between consumers and brands. He also hosts our weekly Facebook Live!

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