How Can Playable Ads Support Digital Advertising: Content, Frequency, and Engagement

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dc.contributor.authorHashem, Tareq N.
dc.contributor.authorBadrakhan, Sawsan S.
dc.contributor.authorShaban, Eyad A.
dc.contributor.authorÖcel, Yusuf
dc.contributor.authorAlbattat, Ahmad
dc.contributor.authorKumar, Anuj
dc.contributor.authorAl-Gasawneh, Jassim Ahmad
dc.date.accessioned2026-07-01T11:36:25Z
dc.date.available2026-07-01T11:36:25Z
dc.date.issued2026
dc.departmentDüzce Üniversitesi
dc.descriptionInternational Conference on National Institutions’ Role in Confronting Environmental Risks - Reality and Solutions, RINCER 2024 -- 13 August 2024 through 14 August 2024 -- Amman -- 345639
dc.description.abstractThis 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.
dc.identifier.doi10.1007/978-3-032-00590-8_37
dc.identifier.endpage298
dc.identifier.isbn978-303200589-2
dc.identifier.issn2522-8714
dc.identifier.scopus2-s2.0-105027190084
dc.identifier.scopusqualityQ3
dc.identifier.startpage291
dc.identifier.urihttps://doi.org/10.1007/978-3-032-00590-8_37
dc.identifier.urihttps://hdl.handle.net/20.500.12684/23007
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherSpringer Nature
dc.relation.ispartofAdvances in Science, Technology and Innovation
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260623
dc.subjectDigital advertising
dc.subjectGamification
dc.subjectInteractivity
dc.subjectNovelty
dc.subjectPlayable ads
dc.subjectRelevance
dc.subjectUser experience
dc.titleHow Can Playable Ads Support Digital Advertising: Content, Frequency, and Engagement
dc.typeConference Object

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