The growth of mobile offers marketers the ability to reach consumers at all times. Whether it’s a family using their tablet together in the evenings, or a commuter using their mobile when travelling into work, there are now multiple touch points for brands to reach consumers with targeted advertising.
Recent research from Quantcast has found that consumers are researching purchases on average five times a day on their mobile device, with 80 per cent of 16-34 year olds saying they have been influenced to purchase by a mobile ad.
Marketers need to understand mobile content that works, that engages audiences and which they won’t see as intrusive. There are now over 198 million active ad-block users globally; brands looking at mobile need to work around this and advertise through compelling methods that consumers will welcome.
Playing to win
Consumers have been ahead of the industry in their technology use and the huge rise of mobile. Brands need to be creative and relevant to catch up, connecting with consumers in a way that they will value. In-game advertising solutions present a great opportunity for brands in this respect. IAB research has found that 75 per cent of gamers are willing to accept advertising in free apps or online games if it is relevant, and gives access to exclusive content.
Brands can utilise in-game advertising in a way that revolves around the user experience and provides a tangible benefit for the player. In-app mini games build on a brand’s messaging and product features, transforming audience interaction with an advertisement from passively to emotionally engaged.
Another option is rewarded video. A branded video can be integrated seamlessly into the gameplay experience, and delivered at key moments such as to reward completion of a level, or to provide a boost to enhance gameplay if a level has been failed. Ultimately, game content is entertaining and interactive, and in-game advertising gives marketers a way of harnessing this for their own campaigns.
The idea of what constitutes a ‘gamer’ has shifted, creating more possibilities to engage a diverse audience. IAB research, undertaken over a six month period, has previously found that women make up over half of people playing games. Brands need to tap into this shift in player demographics, tailoring ad formats to audiences through the types of games they’re playing. In the FMCG space, for example, a men’s toiletry brand can reach a male audience through a racing game, whilst a women’s brand can serve ads in a casual endless runner game – more popular amongst a female audience.
At a time when ad-blocking needs addressing, in-game advertising presents an effective alternative. Consumers are actively willing to engage with ads as they understand the benefits available. The execution is creative, interactive and, most importantly, part of an enjoyable experience. This extends well beyond the game, to the benefit of brands.