Flyspot
Scratch card, mini-game, or classic display ad? Which format is the most effective? We decided to find out!


What was our goal?
The goal of the study was to compare the effectiveness of three advertising formats: classic display ads, scratch cards, and mini-games. The test aimed to identify which format generates the highest engagement rate, average interaction time with the ad, and how they impact the cost per acquisition and click.


How did we conduct the test?
The study was conducted on the Display & Video 360 platform. Three ad groups were used for the test:
- Group 1: Classic display ads,
- Group 2: Scratch card ads,
- Group 3: Mini-game ads.
All ads were targeted at the same audience and displayed in the same positions.


How to increase engagement?
The scratch card ad is responsible for generating the highest number of clicks at the lowest cost and has the highest CTR. It is therefore ideal for boosting user engagement.
When it comes to generating conversions, display ads perform the best. This format generates the highest sales volume at the lowest acquisition cost, although the interaction time is the shortest.
The mini-game is a great choice when the goal of the campaign is both to increase engagement and generate conversions.
In this project, we applied:
