In the dynamic realm of digital advertising, mobile gaming has emerged as a potent avenue for marketers to captivate their target audience’s attention.
Studies conducted with attention measurement specialists Lumen and Amplified Intelligence reveal that interactive ads within mobile games significantly outperform social and web video, garnering over ten times more attention and averaging 22 seconds per ad.
But what attributes of ads in mobile games contribute to their remarkable effectiveness? This article delves into five reasons why mobile in-game advertising excels at engaging audiences across the board.
1. Opportune Breaks in Gameplay:
Mobile gaming possesses a unique advantage over most digital platforms with its built-in breaks during gameplay. Unlike disruptive ads, which detract from user experience, games seamlessly integrate ads into natural intermissions between missions or levels. Imagine you’re playing a mobile puzzle game, and between each level, there’s a short pause where an ad for a new movie pops up. This break allows you to take a breather from the game while still being engaged with the advertisement. Users are more receptive to advertisements during these breaks, enhancing the opportunity for brands to connect with their audience.
2. Mutual Benefit for Users and Brands:
One of the most compelling aspects of mobile in-game advertising is the option for users to receive rewards for engaging with targeted ads. Rewarded video, in particular, is highly favored by users across Asia, with 69% preferring it over other formats. You’re playing a racing game, and before you start a new race, you’re given the option to watch a short video ad in exchange for in-game currency or a new car. By choosing to watch the ad, you gain something valuable in the game while the brand gets your attention. This incentive-driven approach creates a win-win scenario, encouraging users to willingly engage with ads while providing brands with valuable exposure and engagement.
3. Active Mindset of Gamers:
While playing a strategy game, you encounter an ad for a new mobile phone game. Because you’re already in a mindset of making decisions and being engaged, you’re more likely to pay attention to the ad and consider downloading the new game. Mobile gaming taps into the active mindset of players, who are primed to engage and interact while playing. This differs from the passive state often associated with social media or TV viewing. Gamers’ alertness and readiness to react make them more responsive to content, including ads. Leveraging this active mindset enables brands to create compelling campaigns that foster meaningful relationships with audiences.
4. Single-Screen Focus:
You’re immersed in a mobile role-playing game, exploring a fantasy world. During your adventure, an ad for a clothing brand pops up. Since your focus is solely on the game, you’re more likely to notice and remember the brand. Unlike other activities like social media browsing or TV watching, gaming demands players’ undivided attention. With gamers focused solely on their smartphone screens, in-game ads have a higher chance of being remembered, leading to greater brand recall and potential growth.
5. Enhanced Creative Possibilities:
Mobile games offer advertisers a platform for creativity beyond traditional video ads. With customizable and interactive in-app ads, brands can craft engaging experiences for users, such as mini-games or gamified advertisements. This flexibility allows brands to captivate users who are already inclined to interact, leading to successful campaigns like the POND’S Men Bright Boost campaign, which achieved a remarkable engagement rate.
In conclusion, mobile in-game advertising’s ability to leverage breaks in gameplay, offer rewards for engagement, tap into an active mindset, capture undivided attention, and provide creative experiences makes it an invaluable asset for brands’ digital advertising strategies. Embracing in-game advertising enables brands to meaningfully connect with their audience in a way that drives superior campaign results as mobile gaming continues to gain popularity.
At BrandShift, we shall explore more aspects of In-game advertising in our next article. Stay tuned. Feel free to reach BrandShift and share your thoughts with us.