What Do Fake Ads Look Like?
Video ads showing gameplay that’s different from the actual game are considered fake. These misleading ads exaggerate the game’s graphics, making it seem more realistic than it is.
In some cases, advertisers use catchy headlines and visually appealing footage to attract the audience’s attention, while in other cases, they oversexualize the ad to encourage the viewer to take action.
Since these ads can be highly misleading, why are they allowed in the first place?
Why Don’t Advertising Companies Ban Fake Ads?
Ad companies usually approve such ads for publication and do not ban them because they are designed so that, despite misleading the audience, they do not violate a company’s terms and conditions.
Advertising companies consider ads deceptive andsuspend ad accountsif they misrepresent a product or service in an effort to sell it. As fake gameplay ads do not involve a sale, they don’t qualify as misleading; they simply want the user to download the game free of charge.
Ad campaigns require advertisers to pay a fee to the publisher, which then displays the ad to the targeted audience. Every time a user views the ad, an advertiser incurs a cost. If a user clicks on an ad and performs the action the ad was aimed at—in most cases, installing the game—it counts as a successful conversion.
With a more engaging ad, the conversion rate increases, the cost per install decreases, and the campaign becomes more successful. However, if more users skip the ad and don’t install the game, it costs companies more and lowers the conversion rate, making the campaign ineffective.
Look at the related images under the app’s listing on the App Store (iOS) or Google Play Store (Android). If the images aren’t in line with the gameplay, the ad is likely misleading.
How Should You Respond to the Fake Ad?
Using misleading gameplay to run profitable campaigns isn’t always a good idea. Fake ads increase the number of installations cost-effectively but has many downsides.
First, fake ads can damage the company’s reputation in the long run. Getting misled into downloading a game in such a way could lead users to skip downloading other games from the same publisher. The company could lose long-term customers who think they scam users.
Also, since the actual gameplay differs from what users expect, most players quit playing the game, and companies lose their long-term clients.
Don’t Be Misled by Fake Gameplay Ads
And like fake gameplay ads, fake ads disguised as download links are all over the web. Keep an eye out for them to avoid being duped.
