Facebook has introduced updates for the Audience Network related to the monetization of games
Facebook continues to develop its Audience Network advertising network. Over the past year, the number of gaming companies registered in it has increased by 1.5 times. For them, the social network has prepared several new features related to game monetization.
In its blog, Facebook presented three Audience Network updates plus a study of the most effective monetization mechanics.
Research on the topic of monetization in games
Walnut Unlimited, commissioned by Facebook, investigated different monetization models. She also asked the developers to name the most effective ones.
Here are the key findings:
- 57% of mobile developers believe that in-game advertising can increase player retention without harming gameplay;
- 55% of developers use embedded advertising in combination with in-game purchases for monetization. In their opinion, this is the most effective model;
- 79% of those who use both advertising and purchases consider rewarded views of promotional videos to be the most effective format. But interactive advertising, which allows you to play a mini-version of the title before downloading it, is no longer so popular among developers.
The full Walnut Unlimited report is available here.
Enhanced access to rewarded videos
Now, thanks to the Facebook update, the format of rewarded promotional videos has become available for all gaming applications in the Audience Network. To use it, the creators of the game need to download the latest version of the SDK of the advertising network.
Not all publishers and developers can see this option on their Audience Network dashboard yet. But Facebook promises that in the coming weeks, the feature will appear to everyone without exception.
Launching interactive advertising
Two types of interactive advertising can now be added to applications in the Audience Network: fullscreen and rewarded. The first one disappears after five seconds. The second one gives the player in-game items after 15 seconds of interaction.
As mentioned above, interactive advertising allows the user to play a mini-game. This increases his involvement and interest in the product. Facebook has been testing this monetization format since last August. The social network found that users view such ads 60% more often than any other. Also, thanks to interactive advertising, the probability that the user will download the game increases by 6 times.
New metrics and simplified ad creation
Facebook is introducing three new metrics for interactive advertising in gaming apps: Instant Experiences Clicks to Open, Instant Experiences Clicks to Start, and Instant Experiences Outbound Clicks. It will increase the transparency of people’s interaction with advertising. Publishers can choose an effective monetization model for themselves and, in some cases, improve the gameplay.
As for creating ads: now the Audience Network will support zip files and vertical videos. This will allow you to create better in-game advertising.
Both features, as well as rewarded videos, will be available to all Audience Network gaming companies in the coming weeks.
Also on the topic:
