Video advertising X mobile games : The magic Combos!
In video platforms, social media platforms and in mobile games, video ad is the most demanded unit on mobile!
But it’s in mobile games that video ads offer the best performance to brands.
Let’s have a look !
Stage 1: Brand safety
A TAG study shows that more than 80% of consumers say they would reduce or stop purchases of products that are advertised with offensive or inappropriate content.
Despite platform owners working hard to create a more brand-safe environment, any channel with user-generated content is at risk, and using programmatic advertising makes it even harder to predict which content a brand would be accompanied by.
Mobile games provide a positive change to it. While being one of the most engaging and popular forms of entertainment, mobile games can provide a 100% brand-safe environment and have to be pre-approved by a publisher and app store team before reaching the audience.
Power Up: Visibility!
Video ads placed on channels with non-UGC content can be controlled better. But what about visibility? According to Statista, the average global ad blocking rate at the end of 2020 was estimated at 42.7%.
At the same time, advertising in mobile games is not blocked by third-party software and provides higher viewability KPIs. For example, Gameloft and friends network video get an average of 98,9% fully on-screen rate, exceeding the web benchmark (69%) and the industry benchmark, which is 89,2% fully on-screen rate (all data measured by MOAT). Also, Gameloft for brand videos shows avg 94% complete rate, exceeding not only web placement KPIs but also mobile in-app placement benchmarks.
Super Feature: Rewarded video
Another unique dimension of the in-app video placement is rewarded video.
In this format, players are incentivized to watch the ads by granting them desired in-game items, reduce waiting times etc. The rewarded video is launched by players’ own decision and is highly anticipated by them. Did you know that we receive requests to add more rewarded videos in our games?!
So rewarded video gets a close link with the game experience and is integrated in it, which makes it look and feel natively for the players.
Bonus stage: Attitude towards advertising
While Internet users install ad-blocking software to remove annoying or non-relevant ads, thoughtfully picked in-game ads actually show contrary results. In fact, people prefer to encounter ads in-game 2-3 times more than on Youtube or social media (Source: AdColony, Ad Comparison Survey EMEA,2021).
Gameloft for brands offers premium placement for video ads and other formats such as gamified advertising, native in-game integrations, and special projects, including e-sports competitions and standalone branded applications.
Contact us if you want to know more about how your brand can leverage gaming!
