Microsoft brings support for Playable Ads to Windows 10' By: Jay Decenella
2 minute read

While companies are now using diverse methods to push ads to your screen, some ads can still look unpleasant to some users. To help users gauge whether a certain ad is useful, Microsoft has introduced a preview version of Playable Ads to Windows 10, a feature designed as part of the company’s opt-in preview program.

The upcoming feature is currently under testing and is intended to help users stream an application for three minutes before buying it. This allows you to check how an app works without the need to download the software from the Windows Store. That means you can gain an idea of what an app or game is like without having to fork out cash first. Vikram Bodavula, product manager at Microsoft, explained in a blog post announcing the upcoming feature:

Playable Ads are a completely new way for end users to interact with ads and apps. With this capability, end users never leave the current app. The ad click will result in inline expandable app streaming: for three minutes, the user can interact with the app as if it’s already installed on his/her device. This gives the user time to decide if he or she wants to install the app. At the end of the streaming session, users can click on a link to install the app if the app experience met expectations.

Key features

Playable Ads includes the following features:

  • Users can experience the app live before installing it.
  • Users will not leave the current app context after ad click since these are inline expandable ads.
  • You can abandon the app stream at any point of time based on the quality of the game. He/she is not blocked until the end of the game play.
  • Developers can create an engaging experience during the first few minutes of a game to better explain its capabilities compared to screenshots.
  • Users who install the game after three minutes of engagement are more inclined to use the game/app than those who just installed the app based on the product description page.

For developers, there is not much to do in order to activate the Playable Ads feature for their applications. Microsoft made it extremely easy for developers to try the feature on their apps. It is safe to expect, therefore, that we would be seeing the new option on our favorite apps in the near future.

It remains unclear, however, when Microsoft will roll out the feature’s full version to users in general. Meanwhile, developers can now try Playable Ad in the Windows Dev Center to create new ad campaigns.


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