Status: General Available
Overview
NewsBreak supports interactive creative formats like playable ads and end cards to enhance user engagement and drive performance for gaming and e-commerce campaigns.
These units are integrated into NewsBreak’s in-feed native ad environment and are optimized for high view-ability, user interaction, and conversion performance.
What are Playable Ads?
Playable ads are interactive micro-experiences that allow users to engage with a game or app preview directly within the ad unit. At the end of the experience, users can tap the Call-to-Action (CTA) to install the app. For e-commerce advertisers, the CTA directs users to a product or landing page, seamlessly continuing the shopping journey.
These formats are especially effective for gaming and consumer app campaigns, but can also be adapted across various verticals to boost user engagement, brand interaction, and conversion performance.
Why Use Playable Ads?
Playable ads deliver exceptional results for user acquisition campaigns. They deliver a 2x uplift in CVR compared to traditional interstitial ads and attract higher-quality users who are more likely to stay engaged post-installation. The interactive format helps filter out casual browsers, ensuring you only pay for genuinely interested users.
Key Benefits:
- Higher conversion rates and better user retention
- Superior analytics with detailed interaction tracking
- Reduced post-install churn rates
Specifications
| Property | Value |
| Dimensions | Fullscreen (Portrait and Landscape) |
| Responsiveness | Responsive design recommended |
| Media format | HTML5 - Self-contained code with base64 encoded images, no external references |
| Maximum File Size | <5 MB |
Required Tags and Compliance
| Requirement | Details |
| Compatibility | Only supports HTTP, not MRAID |
| Responsiveness | Must not auto-click or auto-play audio before first user interaction |
| CTA Button | Use window.open() to drive user to App Store / Play Store and Landing Page |
| Close Button | NewsBreak provides this (don't add your own) |
| Sound Controls | Disable audio until first interaction and when playable closes |
| Timer Activation | Starts only after first user interaction |
User Flow on various Placements
| Placement | User Journey |
| Interstitial |
2 Part Journey Video Completion → Playable Page |
| In-feed, In- Article, End of Article, Immersive Video |
Show image/video assets with finger emoji → Click Image or Video → Playable Page CTA/ Brand Name, Title, Body or logo → Advertiser's Landing Page App Advertiser → App Store/ Play Store |
Target Audience
NewsBreak android and iOS both
Playable ads work best for:
- Mobile game developers: Showcase gameplay mechanics and visual appeal
- Interactive apps: Demonstrate unique features and user experiences
- E-commerce brands: Create hands-on product demonstrations
Campaign Creation & Playable Asset Readiness
- Select any campaign objective
- Bidding strategies available: All of them!
- Ad format: playable ads - support playable video
- Once the ad has been uploaded on the NewsBreak Dashboard preview click “Play the Demo” button to ensure the gaming works → Click the CTA button to check if the redirection is happening as expected
Playable Asset : Format Requirements
The creative must be responsive to different mobile screen sizes.
- The playable ad must include both landscape and portrait versions capable of full-screen display.
- Ads that do not meet this requirement will be rejected.
Below are examples of correct formats and common errors.
Best Practices
[Gaming]
- Keep the interactive experience under 30 seconds
- Include a clear call-to-action that stands out, for example “Install Now”
- Test across multiple devices and screen sizes
- Focus on your app's most engaging features
[Ecommerce]
- Playable ads in e-commerce should be concise, highlight key features, and offer a clear call to action.
- They should be easy to understand and interact with, focusing on a single, engaging mechanic.
- Test your ads across a variety of devices, operating systems, and screen sizes to make sure you’re delivering a consistent and smooth experience.
Measuring Success
Track these key metrics to optimize your playable ad performance:
- Click-Through Rate (CTR) - Percentage of users who click through from your playable ad
- Conversion Rate (CVR) - Rate at which playable ad views convert to desired actions
- Cost Per Install (CPI) - Your acquisition cost per new user ( Gaming and App Advertisers)
- Cost Per Acquisition (CPA) - Your acquisition cost per new user ( eCommerce Advertiser)
Frequently Asked Questions
- Does NewsBreak support MRAID for playable ads?
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No, NewsBreak does not support MRAID. All playable creatives must be hosted via standard HTTPS/HTTP URLs and should not rely on MRAID APIs for rendering or functionality.
✅ Note: Only HTTP/HTTPS-based rendering is supported. Playables built with MRAID will not function on NewsBreak.
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- How do I redirect users to the App Store or Google Play after the interaction?
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To drive users to the app install page, you must use JavaScript's window.open() function within your playable creative.
🔒 Important: This should be triggered by direct user interaction (like a tap or click) to ensure compatibility with browser policies and NewsBreak's rendering environment.
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- How can I preview and test my playable ad on NewsBreak?
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After uploading the playable ad in the NewsBreak Dashboard, use the “Play the Demo” button to ensure the interaction works as expected.
✅ Confirm the playable launches properly
✅ Test the CTA to verify it redirects to the correct destination (App Store, landing page, etc.)
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- What are the creative specs and file requirements for playable ads on NewsBreak?
Playable ads must meet the following requirements:- Format: HTML5 (self-contained with base64-encoded assets)
- Max File Size: Under 5MB
- Responsive Design: Recommended for optimal performance across screen sizes
- No auto-play audio or auto-click behavior before user interaction
- No external references or third-party hosted assets
- Can playable ads have sound or music?
Yes, but with restrictions:- Audio must be muted by default
- Sound can only play after the first user interaction
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Audio should stop when the playable closes
✅ NewsBreak enforces these standards to ensure a positive user experience and ad compliance across all placements.
Need Help?
For technical support with playable ad setup or performance optimization, contact our support team with your campaign details and specific questions.