In-game advertising works better than usual
Gaming ads are perceived by users better than non—interactive and static ones, says Celtra.
Celtra, a company specializing in mobile advertising, conducted a study, the results of which revealed that users spend more time watching interactive ads compared to regular ones, and are also more willing to click on the links presented in it.
The average user engagement rate was 16.2% for gaming ads, while standard mobile ads scored only 10.4%. 36.4% of users view videos in game ads, and 11.7% in non—game ads. The frequency of click-throughs varies dramatically. In game advertising, it is 28.8%, and in standard advertising it is 3.9%.
"Game advertising is the kind of advertising that uses gameplay and/or gamification mechanisms as the basis of the user experience," says Matevz Klanjsek, head of production at Celtra. — As a rule, such an advertisement looks like a mini-game presented directly in the ad. It usually contains all the standard game elements: gameplay, score, result table, and often they allow you to share the result on social media."
Klazhsek also noted that despite the fact that the principle of game advertising works on all devices, it is most logical to apply it in mobile games.
Interestingly, this is exactly the kind of advertising that the Finns from Rovio used in their new game Retry.
Interesting materials on the topic:
- Mobile advertising is most effective on the iPad
- Mobile advertising formats: advantages and disadvantages
Coltra is a company that provides mobile advertising based on HTML5 technology. It was founded in 2014. It has offices in New York, Ljubljana, San Francisco, Los Angeles, London, Tokyo. The company is headquartered in Boston, USA.
