A playable (Exhibit 14.18) is an interactive video ad for mobile app advertisers intended to drive users to install apps with a try-before-you-buy experience.
It commences with a lead-in video that plays as users scroll through their news feed. Overlaying the video is a game controller icon and a tap-to-try tip.
After tapping on the video, a short interactive demo lets users experience the app before they install it. When the demo is complete, a call-to-action lets people tap through to install the app from the App Store or Google Play Store.
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