Microsoft Introduces Playable Ads On Windows 10

windows 10 ads

It is often said that ‘if it is free, you are the product, not the customer’. And Microsoft just confirmed that is the case by introducing a host of advertising features to Windows 10, which was offered as a free upgrade a year ago.

Today, Microsoft revealed latest of these efforts by introducing ‘Playable Ad’ on Windows Dev Centre blog . With this new tool, any developer of Windows 10 apps can start creating playable ads.

According to Microsoft, “Playable Ads are a completely new way for end users to interact with ads and apps. With this capability, end users never leave the current app. The ad click will result in inline expandable app streaming: for three minutes, the user can interact with the app as if it’s already installed on his/her device. This gives the user time to decide if he or she wants to install the app. At the end of the streaming session, users can click on a link to install the app if the app experience met expectations.”

Playable Ads are being touted as the newest trend in mobile ad format. As Forbes noted last year . “These are ad units that enable the user to interact with and experience an app before it is downloaded, the concept is the mobile app version of test driving a car”.

Microsoft points that Playable ads have many advantages for both the end users and developers. Users can experience the app live before installing and can abandon the app stream at any point of time based on the quality of the game or app. Developers can create an engaging experience during the first few minutes of a game to better explain its capabilities compared to screenshots.

Microsoft is encouraging developers to make engaging ads for their apps as 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. Vikram Bodavula, Product Manager at Microsoft says, “we believe that users acquired via playable ads will have a higher lifetime value compared with users acquired through the regular channels”

Currently, these advertisements appear to be limited to Windows 10 apps for now. However, this may include native Windows 10 apps are developed by Microsoft as well.

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