Playable Ads Preview Launches in Windows Dev Center for Users to Engage More with Apps

Playable Ads click inline expand app streaming for three minutes, and gives user time to decide to install the app.

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The preview of Playable Ads in the Windows Dev Center, offering a completely new way for end users to interact with ads and apps and takes off the annoyance into something useful.

While traditional ads take a user to the app's Windows Store page upon click, leaving current app, the new Playable ads click will result in "inline expandable app streaming," for three minutes. In this period user can interact with the app as if it's already installed on his/her device, thus giving them time to decide if they wants to install the app. At the end of the streaming session, "users can click on a link to install the app," writes product manager.

The main asset that Playable Ads bring to the table is the ability for end users to interact with them, yet remain in the current app.

Windows Dev Center Playable Ads
Windows Dev Center Playable Ads

Here are some advantages of Playable ads for users and developers:

  • Users can experience the app live before installing it.
  • Users will not leave current app context after ad click since these are inline expandable ads.
  • Users can abandon app stream at any point of time based on the quality of the game. He/she is not blocked until the end of the game play.
  • Developers can create an engaging experience during the first few minutes of a game to better explain its capabilities compared to screenshots.
  • Users who install the game after three minutes of engagement are more inclined to use the game/app than those who just installed the app based on the product description page.

While creating an ad campaign, if you set up the targeting criteria for the device type to PC/Tablet and the OS to Windows 10, a new call to action called 'Try Now' will show up. And, then all the ad campaigns created as the 'call to action' are automatically created as 'Playable Ad' campaigns on the back-end with app streams, the team explained.

Creating a new ad campaign is just a three steps process:

  • Log in to Windows Dev Center account, and click on the "Dashboard".
  • Under the Main menu, click the "Promotions" tab.
  • Create a new user acquisition campaign by clicking on "New Campaign".

The feature is currently in limited preview, but those interested,? can reach out to Microsoft at please reach us at aiacare@microsoft.com.