Playables. Another ad unit that has benefited from the move to interactive and engaging formats is the playable ad, which are miniversions of the advertised game or a branded minigame. “Playable ads have become integral to the mix of creatives you need for successful in-game advertising,” said Alice Guillaume, marketing director at mobile marketing platform AppLovin.

Depending on the advertiser, end cards might invite users to tap for directions to a store, install an app or view a rich media experience, such as a playable ad. Playables. Another ad unit that has benefited from the move to interactive and engaging formats is the playable ad, which is a miniversion of the advertised game or a branded minigame.

Ad formats that are built into the app experience—whether they are immersive ads built as billboards in a racing game, a playable ad to preview a new game, or a rewarded video ad offering 30 minutes of video streaming—can work without detracting from in-app purchases or hindering full subscription sign-ups.

Ad formats that are built into the app experience—whether they are immersive ads styled as billboards in a racing game, a playable ad to preview a new game, or a rewarded video ad offering 30 minutes of video streaming—can work without detracting from in-app purchases or hindering full subscription sign-ups. Not sure if your company subscribes? You can find out here.

As a result, engaging units such as rewarded video and playables have become essential to both the in-game player experience and monetization. In building this compelling machine, gaming publishers have come to be regarded as centers of excellence for both monetization and performance marketing.

In Japan, the network offers three ad formats: rewarded video ads, interstitial video ads and playable ads, which can be bought on a CPC, CPM or oCPC basis, according to TikTok. It reaches 700 million daily active users and features partnerships with developers including Gameloft, Playrix, ZeptoLab and Geisha Tokyo, according to TikTok.