Microsoft Introduces Playable Ads in Windows Apps

Microsoft Playable Ads is a new solution for Windows developers looking to draw more engaged users to their applications. The company recently launched Playable Ads, a type of in-app ad that allows potential users to experience a new app before installing it.

Currently in preview, Microsoft Playable Ads allow customers to stream and interact with a new app or game for up to three minutes, without leaving the app they’re currently using.

That’s in contrast to traditional in-app ads, which take users out of their current app to the Windows Store, where they have an opportunity to install the new app. This diagram illustrates the difference between the two types of ads:

Microsoft claims Playable Ads are more likely to attract engaged users than traditional ads: They’re less annoying, since they don’t take the potential customer out of the current app. And they give a more realistic sense of what an app is actually like, ideally increasing the number of people who actually use it after installation, rather than uninstalling it.

Developers subscribed to the preview can create Playable Ads by beginning a new ad campaign from the Windows Dev Center and selecting a call to action option called ‘Try Now.’ The option is available for ads targeting PCs and tablets running Windows 10. To join the Playable Ads preview, email aiacare@microsoft.com.

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