France-based company MarketLuck needed a new ad campaign to drive engagement and increase the user-base of their popular Bravoloto app. A new playable ad was the perfect solution to meet their goals. Using HTML5 technology, we helped build the interactive interstitial ad unit to engage and convert their target mobile users.

The Bravoloto App

Bravoloto is a free to play lottery app downloadable from the Google Play Store and iTunes App Store. Its availability is currently limited to certain European countries.

It works through a marketing model that gives users “grids” in exchange for watching advertisements. A grid consists of numbers and zodiac symbols that players select from to create a lottery entry.

Regular draws are held twice weekly, while special draws with larger jackpots are held a few times a year, all under the supervision of a bailiff. Cash and other prizes (e.g. discount coupons from sponsors) are at stake.

Bravoloto Playable Ad

For the Bravoloto ad campaign, we built an interactive ad unit that captures the excitement that players feel when they enter into a lottery.

The playable ad goes like this:

• A Bravoloto grid appears, with an animated hand directing players to the Shuffle button
• Player clicks Shuffle and the grid animates and generates a set of random numbers and symbols
• Animated hand directs players to the Submit button
• A Call to Action card appears, compelling players to validate their free grid by downloading the app

The video below shows the playable ad in action:

Interactive Advantage

Playable ads give users a snippet or mini experience of an app. This allows them to try the product even before reading the app description or user reviews.

As such, playables have several key advantages over static displays, videos or other ad formats. Among these are:

1. Increased clickthrough rates (CTR) through higher level of engagement
2. Enhanced app store ranking through acquisition of users with high lifetime customer value (LCV)
3. Better analytics and optimization through better metrics

Conclusion

Playable ads are revolutionizing the digital advertising industry. They let users experience an app before installing it. This makes the ad more effective at engaging users, acquiring high value users, and providing more powerful data to assess ad performance.

We are happy to have helped MarketLuck develop a HTML5 playable ad to promote their free lottery app Bravoloto. The French company is among the notable app developers and publishers who are recognizing the benefits of using interactive ads to boost user engagement.

If you want to benefit from the advantages of using playable ads, don’t hesitate to contact us now. Our team of experts is here to help build the perfect playable ad for your next campaign!

Podcast

If you’re still not convinced, listen to this podcast episode about playable ads, and why it’s the 4th dimension of advertising.