PLAYABLE ADS AS A GAMIFICATION TOOL IN DIGITAL ADVERTISING

In today's digital revolution, which is constantly changing the world, competition for consumer attention is becoming increasingly fierce. Traditional methods of promotion are losing their former effectiveness due to the high demanding and selective nature of consumers towards advertising. The emergence of newer methods of advertising, including digital advertising, has changed the trends of attracting the attention of customers. This research paper examines the use of digital-advertising tools - playable ads on the example of two large companies: Burger King and Tess. Based on the analysis of the results of advertising campaigns, the article presents the recommendations developed by the authors to create gamified advertising.