Almost 75% of brands have been advertising on mobile game apps for more than a year, which has led to a two-fold increase in gaming ad spends.
InMobi, the provider of content, monetisation, and marketing technologies that help businesses fuel growth, has released the findings of its latest mobile game advertising report.
The 205 Indian mobile marketing leaders were surveyed by InMobi. The most common myths associated with mobile game advertising are being addressed by brands and agencies.
The highlights of the report are listed.
The key objective with gaming advertising is brand awareness.
The average spending by advertisers increased by 32%. The lift in brand awareness is used as a benchmark for campaign success on mobile gaming because completion rates and viewability are the most sought after campaign metrics by advertisers.
Increasing the number of gaming ads with different formats.
42% of advertisers use programmatic trading on open exchanges while 38% use programmatic private marketplace deals for gaming advertising Advertisers want to use blended in- game ads in the future. The gaming flow is not interrupted by blended in- game advertising. The format allows brands to place their messages on various objects within the game, such as billboards or buildings, making them more flexible than traditional banners and having a higher recall.
Mobile gaming advertising is growing fast despite myths.
Some brands are hesitant to invest in mobile game advertising due to misguided notions of measuring its return on investment, allocation in the media mix, investment in creating ads assets, and brand safety. This couldn't be further from the truth, as the study shows that advertising on mobile gaming delivers better performance than non-gaming environments. Almost all of the marketers that advertise on mobile gaming are happy with their results.
The gaming industry's rapidly growing consumer adoption and engagement has caught the attention of brands. Audience reach, ad formats, and ad budgets are all growing as mobile game advertising is evolving into more than just a trend. More and more advertisers are including mobile game advertising in their media mix due to the positive outcomes and impact.
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