Mobile gaming ad spend is increasing dramatically. This can, in part, be attributed to the pandemic which has led to a huge growth in the gaming ecosystem. Even as the pandemic has almost subsided, advertisers are satisfied with their results. More attention and engagement of the audience has provided better experience to the users. The findings were shared by InMobi, a provider of marketing and monetization technologies.
InMobi released the findings of its latest Mobile Game Advertising 2022 report for India. The report suggests that 75 percent of brands have been advertising on mobile game apps for more than a year, leading to a two-fold increase in gaming ad spend since the pandemic. Brands surveyed 205 Indian mobile marketing leaders, which included executives from brands and media organizations. The report also reveals how brands and agencies are addressing the four most common myths associated with mobile game advertising that could be preventing widespread adoption.
-Mobile gaming advertising saw a 2-x growth in ad spend on a year-on-year basis
-97% of marketers who advertise on mobile gaming environments are satisfied with their experience and results
According to brands, the top key drivers for mobile gaming advertising adoption for Indian advertisers are: higher audience attention and engagement and better targeting and personalization
-Playables, rewarded videos and intermediate mobile gaming are the most popular forms of advertising
According to the report, gaming saw a 32% increase in average spend by advertisers annually. While completion rates and viewability are the most sought-after campaign metrics by advertisers, increased brand awareness is used as a benchmark for campaign success on mobile gaming.
According to the report, in terms of buying methods, 42 percent of advertisers said they used programmatic trading on open exchanges, while 38 percent used programmatic private marketplace deals for gaming advertising. On the other hand, mixed in-game ads are the most popular format that advertisers want to use in the future. Mixed in-game advertising allows brands to create immersive experiences without disrupting the gaming flow. This format gives brands the freedom to place their messages on various objects within the game, such as billboards or buildings, making them more flexible and higher recall than traditional banners.
The report shows that some brands are hesitant to try and invest in mobile game advertising because of misconceptions about measuring their return on investment, allocation in the media mix, investment in building advertising assets, and brand safety around placements. Huh. But it couldn’t be further from the truth. Studies show that advertising on mobile gaming delivers better performance than non-gaming environments with up to 2x higher completion rates and engagement. Furthermore, 97% of marketers who advertise on mobile gaming are satisfied with their experience and results.
Commenting on the rapid expansion of the mobile game advertising industry, Rishi Bedi, Managing Director, Asia Pacific at InMobi, said, “Brands have noticed the gaming industry’s rapidly growing consumer adoption and engagement. Therefore, mobile game advertising is only evolving as a trend as audience reach continues to grow, ad formats diversify, and ad budgets continue to grow. And over time, more and more advertisers are incorporating mobile game ads into their media mix due to positive results and impactful results.
Post Mobile gaming advertisers see 2x growth in India: Report first appeared on BGR India.