AdLiven Adds Playable Ad Engagement Measure

AdLiven, which offers app marketing creative for mobile gaming, has launched a solution called AdLiven Insights, providing data about how and when a user engages with playable ads, for use by advertisers, brands and marketers.

The firm works closely with app developers and publishers to help them target and deliver ads. The new tool tells users how a campaign is performing and provides insights into making more creative/effective ads. Learnings can also be applied to video campaigns and app store optimization.

AdLiven has been running a beta of the insights tool since July, analyzing the engagement of 50 different playable ads seen by more than 30 million mobile gamers. The company says the solution has uncovered which playables performed poorly, compared with average engagement (the percentage of people that decide to interact with the ad after it has been shown to them), and identified which factors need to be adjusted to improve engagement.

This can be used to target audiences in different segments, and to compare ad variants by testing a copy of the original playable, but with modifications such as gameplay and difficulty duration, which facilitates A/B testing and optimization. Co-founder Kai Yu (pictured) comments: 'We work closely with our partners to understand their marketing goals and build customizability into the ads, so that we can test many different scenarios and ensure a greater understanding of user behavior and preferences'.

Web site: www.adliven.com .