Scratch-Off Ads Explained: How Reveal Ads Boost Engagement

Most display ads ask for attention. Scratch-off ads, also called reveal ads, invite users to take part. In this post we explain how the format works, when it is a good choice, and what to consider before running one through Google Ad Manager.

What is a scratch-off ad?

A scratch-off ad shows an overlay, like the silver coating on a scratch card, on top of the main creative. The user "scratches" the overlay away with a finger on a touchscreen or with the mouse on desktop, gradually uncovering the message, product or offer underneath. The interaction turns a passive impression into a small game.

Why reveal formats work

• Curiosity: a hidden message gives users a reason to interact before they scroll on.
• Active participation: a user who uncovers an offer has engaged with it, not just glanced at it.
• Natural fit for offers: discount codes, prize draws, product launches and "mystery deals" suit the reveal mechanic well.
• Mobile friendly: scratching with a finger feels natural on phones and tablets.

Designing a good scratch-off creative

Keep the overlay on-brand and add a short prompt such as "Scratch to reveal" so users know what to do. Make the hidden content worth the effort, a clear offer or striking product image, and keep the call to action visible once it is revealed. Test on both touch and mouse devices, and make sure the ad still communicates something useful to users who don't interact.

Running interactive formats in Google Ad Manager

Google Ad Manager (GAM, formerly DoubleClick for Publishers) supports custom creative templates, which is how publishers add interactive and high-impact formats beyond standard banners. We don't currently sell a scratch-off template, but our Google Ad Manager custom creative templates include other interactive and attention-grabbing formats:

• Cube: four images on a rotating 3D cube that users spin by swipe or navigation buttons.
• Expander: expands one banner into another banner on user interaction.
• Interstitial: a full-screen ad shown for a set number of seconds.

Is a reveal ad right for you?

Scratch-off ads work best when there is something genuinely worth uncovering and when the audience is likely to play along, for example on mobile-heavy sites or for promotions. For brand awareness where the message must be seen instantly, a format that shows the creative straight away may be a better fit.

Explore interactive ad formats for your site in our Google Ad Manager templates collection.