Facebook is testing a new playable ad format for trying games, no installation required

Facebook has started testing a new “playable ad” format today with a couple dozen game developers. The ad is meant to let users get a taste of playing a game before they install it and help drive more high-intent installs.

Facebook plans to talk more about the ad format on stage at F8 2018 (May 1 and 2 in San Jose, California). The plan is to roll out the ad format more broadly, across Facebook’s News Feed and to all advertisers in the app install ads objective, later this year.