How Can Playable Ads Support Digital Advertising: Content, Frequency, and Engagement
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Tarih
2026
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer Nature
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This research study aimed at shedding the light on the ability of playable ads to support digital advertising through their content, frequency, and engagement in terms of interactivity, relevance, novelty, gamification, and user experience. We have adopted quantitative methodology in order to collect primary data. This took place through a questionnaire that was uploaded online. Four hundred and twenty-one individuals responded to the questionnaire. After analysis through SPSS, results accepted the main hypothesis that argued playable ads have a positive impact on digital advertising. Results of study confirmed that interactivity in playable ads increases consumer engagement through playability because it empowers users, makes the advertisements memorable, and significant. Since interactivity directly engages the user by providing them with an application like experience of the product, interactivity enhances the level of engagement that enhances brand recall and hence results in increase in conversion rates in communicating through advertises. Study recommended optimizing playable ad content based on people’s likes and dislikes, so that the gameplay correctly identifies and engages the viewer, and makes an accurate brand impression. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Açıklama
International Conference on National Institutions’ Role in Confronting Environmental Risks - Reality and Solutions, RINCER 2024 -- 13 August 2024 through 14 August 2024 -- Amman -- 345639
Anahtar Kelimeler
Digital advertising, Gamification, Interactivity, Novelty, Playable ads, Relevance, User experience
Kaynak
Advances in Science, Technology and Innovation
WoS Q Değeri
Scopus Q Değeri
Q3
