Why Playable Ads & Interactive End Cards should be in your UA Mix in 2026

In recent years, user acquisition is all about quality, not just cheap installs. That’s why playable ads and interactive end cards (IECs) have become two of the most effective creative formats for mobile app growth.

What they are

Playable ads are mini-interactive demos of your app built in HTML5. Users can try a core mechanic for a few seconds before installing, making your ad feel more like a preview than a pitch.

Interactive end cards (IECs) appear right after a video ad. Instead of a static “Install” button, users get a small interactive moment (a swipe, tap, or looping animation) that boosts conversion.

Where they run

Most major mobile networks and DSPs support playables today, including:

• Unity Ads
• Moloco 
• Meta / Facebook Audience Network
• Many programmatic DSPs & SDK networks

This means one well-built playable can scale across platforms.

Usual Specs

• Format: HTML5 + JS
• File size: typically 2–5 MB
• Length: 10–30 seconds of interaction
• Orientation: portrait or landscape
• CTA: clear, fast-loading end card
  Specs vary slightly by network, but a single build can be adapted easily.
  

Why they work

• Higher engagement: users actively interact, not just watch.
• Better conversion: people who enjoy the demo are more likely to install.
• Better user quality: fewer “accidental” or low-intent installs.
• More data: see how users tap, play, and engage –  great for creative iteration.
• Stronger ROI: playables consistently outperform static/video creatives in efficiency and downstream retention.
  

Are there downsides?

Not really downsides and only a few:

• They take longer to produce than a simple video.
• They require some HTML5 dev work.
• They must be optimized for fast loading and spec compliance.

But once they’re built, they tend to scale and perform extremely well.

Final thoughts

Playable ads and IECs have become a must-have for developers who want to scale profitably in 2026. They filter out low-intent users, increase engagement, and deliver better long-term performance, making them one of the smartest investments you can make in your UA creative strategy.