Consumers might not be buying as many video games as they have in the past. But they are still playing – on their mobile devices. Marketers are already rushing to connect with mobile consumers. New research from MediaBrix shows that marketers can make a big impression when they advertise via social and mobile games.
MediaBrix recently studied consumer responses to social and mobile game ad campaigns. In doing so, the firm’s analysts looked at over 1 billion impressions. The goal of the research was to compare the outcomes of social game placement to the performance of online ads and those appearing on Facebook. With an average CTR of 3%, social and mobile gaming video ads impressively outperform traditional banner ad campaigns which typically result in a 0.1% CTR. Facebook ads generally yield a .03% to .11% CTR. Gamers who are offered an incentive (value exchange) to watch an entire video ad also delivered a higher than average CTR of 11%.
With ad engagement rates of about 20%, marketers who use the social and mobile gaming format can count on a big boost over the engagement they might get from Facebook (0.50%) or pre-roll video (ranging from 0.7% to 3.64%).
So what accounts for this high rate of interest? Ari Brandt, CEO and Co-founder, MediaBrix, attributes the success of these ads to strategy and emotion. Marketers’ messages are delivered at a point in the game when consumers are actively engaged and “are driven by a deep well of positive emotions—such as joy, excitement and brand affinity—when playing social and mobile games. In-game ads offer marketers 100% share of voice through 100% viewable ads, which in turn produce digital ad campaigns that truly perform.”
Results like this suggest that marketers who want to connect with consumers in the mobile space will be increasing their commitment to placements in games.
[Source: MediaBrix Benchmark Report First to Reveal Social and Mobile Gaming Advertising. 28 Feb. 2013. Web. 28 Feb. 2013]