Programmatic Rich Media: Overview, Trends and Best Practices
There are numerous types of advertisements out there. Every day we are being bombarded by them. Brands are advertising anywhere but are they passing their message across through a suitable medium? During an expert session at The Global Adtech Media Event, our Head of Programmatic Operations EMEA, Sasha Idjuski, explained the developments within rich media in-app mobile and playable ads.
Watch the full webinar and find out how brands can stand out from the crowd using gamification.
A saturated market
Nowadays, we are living in an environment that exposes us to a massive amount of content. Most of the time, low-quality content. There are almost 5 billion pieces published on Facebook daily. Idjuski explains that brands need to find a way to cut through the noise to reach their audience. Gamified solutions are a unique way to engage with target audiences in a meaningful way. “When brands provide content that individuals can connect with, it helps them establish a loyal relationship with their audience, leading to future purchases and repeated purchases,” he says.
Playable ads – The key to success
A study commissioned by the American Association of Advertising Agencies shows that 96% of consumers don’t trust ads. Another study developed by OpenX mentioning that nearly 80% of the consumers prefer rewarded video ads, meaning video ads that provide a value to exchange for watching the ad. The research also shows that playable video ads provide a better advertising experience than any other format. Again, building a connection is the key. By adopting a more interactive and playable solution, brands are tapping into a powerful way to improve their storytelling, engagement and boost conversion rates. According to IAB Playbook report, 71% of top advertisers find playable ads to be effective for their brand.
Playable ads are less intrusive and provide a dynamic experience than pushed experiences seen on traditional ad formats. In addition, rich media campaigns can tap into unique ad functionalities to achieve performance and branding goals. It allows brands to deliver more memorable experiences. “The beauty of playable ads is when the user finishes playing, there is a strong call to action at the end of the game and a replay button. The latter is one of the metrics used to measure the success of the ads: re-engagement. A clear differential compared to other ad solutions available in the market. Some of our most successful ad campaigns have 20-30% replay rates on the engagement’, explains Idjuski. You might be wondering what the secret is? The is secret is people are having fun while interacting with your brand.
When interacting with a playable ad, consumers use many senses such as sight, hearing, touch. Therefore, it is a memorable medium for brands to leverage the power of storytelling. One example is interactive video units that offer in-screen prompts. It enables the audience to interact with the video. For example, it can ask the user to quickly tap or swipe according to the instructions on the screen. Gameloft has a comprehensive portfolio of playable solutions and has already produced exciting experiences for many industries. The production time of a payable ad can take from four to six weeks, depending on the type of ad.
Gaming is a safe environment for brands
Gaming is the biggest and fastest-growing vertical in the entertainment industry. Its revenue surpasses the film and music industry combined. So if brands want to step up their game, gaming can give them a boost. Besides providing a compelling and fun experience, gaming also provides a safe environment to run ads. In the US, Gameloft ads comply with CAR principles and COPPA (Children’s Online Privacy Protection Act); in the EU, our ads comply with GDPR and GDPR-K (General Data Protection Regulation), which has set rules for apps-based games and processing of children’s data and, and we are also compliant with OFT’s principles for online and app-based games, regulating in-app purchases, advertising.
If you’d like to find out more about how Gameloft can help you gamify your content and reach your target audience, contact us today.
