Gamers “can’t stand” video ads. They don’t like banner and display ads either. A new report from data.ai and IDC examines the in-game ad formats most popular with marketers and users. It also confirms that the gaming experience is very much a mobile experience and that consumer spending on mobile gains is set to reach $108 billion this year.
Why we care. For some reason, marketers seem to talk a lot more about social media advertising and CTV advertising than game-based advertising, even though the global gaming audience has surpassed three billion (compared with a global social media audience of almost five billion). There are huge opportunities, especially as this can be a somewhat captive audience once immersed in a game.
The challenge is finding ad formats that aren’t an immediate turn-off for Minecraft addicts or other members of a large and diverse audience.
Dig deeper: In-game advertising: A marketer’s guide
Unpopular with users. Of course, user preferences don’t necessarily signal outright rejection of a particular ad format. But there are some that people really don’t like:
- Although over 80% of users reported seeing in-game banner ads, 24% more users dislike them than like them.
- 85% of users acknowledged seeing in-game video ads; 32% more users dislike them than like them.
- These preference gaps have grown YoY.
Popular with users. Let the audience win something and they’re on your side:
- Rewarded video ads are the most popular of formats with 20% saying they like them. These opt-in ads provide a reward, usually in the context of the game, such as an extra life or more power.
- Playable ads rate second with users; 16% say they like them. These interactive ads give users a chance to sample a mobile game experience before committing to downloading the app. This isn’t just for gaming brands; it’s an opportunity for brands in general to serve playable ads.
Read more about the findings here.
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In-game advertising has become a prominent monetization strategy in the gaming industry. When executed thoughtfully, it can enhance the gaming experience and generate revenue for developers. However, the reception of in-game ads varies depending on their format and implementation. Let’s explore the types of in-game advertising that users love and those they dislike.
Types of In-Game Advertising Users Love:
1. Native Advertising:
Love It: Native advertising seamlessly integrates into the game environment, feeling like a natural part of the gaming experience. When in-game ads align with the game’s aesthetics and narrative, users are more likely to appreciate them.
2. Rewarded Video Ads:
Love It: Rewarded video ads offer players in-game rewards, such as currency, power-ups, or extra lives, in exchange for watching a short video ad. Users often appreciate these ads as they provide tangible benefits without disrupting gameplay.
3. Sponsored Content:
Love It: Games that incorporate sponsored content or partnerships with well-known brands can enhance the gaming experience. Users may enjoy exclusive in-game items, skins, or events associated with these partnerships.
4. Interactive Ads:
Love It: Interactive ads that engage players in a mini-game or interactive experience within the game can be well-received. They offer a break from standard gameplay while delivering the advertising message.
Types of In-Game Advertising Users Dislike:
1. Interstitial Ads:
Hate It: Interstitial ads that appear between game levels or during critical moments can disrupt the flow of gameplay and frustrate users.
2. Banner Ads:
Hate It: Persistent banner ads that occupy screen real estate can be distracting and take away from the immersive gaming experience.
3. Pop-up Ads:
Hate It: Pop-up ads that suddenly appear, blocking gameplay or navigation, are generally disliked by users. They can be intrusive and disrupt the gaming experience.
4. Non-Skippable Video Ads:
Hate It: Non-skippable video ads that force users to watch long, unskippable commercials can lead to irritation and a negative perception of the game.
Key Considerations for In-Game Advertising:
To strike the right balance and ensure user satisfaction, developers and advertisers should consider the following:
1. Relevance:
Ensure that in-game ads are relevant to the target audience and the game’s theme. Irrelevant ads can feel intrusive and out of place.
2. Frequency:
Limit the frequency of ads to avoid overwhelming users. Too many ads can lead to ad fatigue and diminish the gaming experience.
3. Choice and Control:
Give users the option to engage with ads voluntarily. Opt-in mechanisms for rewarded ads, for example, empower users to choose when to view ads in exchange for benefits.
4. Transparency:
Be transparent about the presence of ads within the game. Clear disclosures help manage user expectations and build trust.
In conclusion, users’ feelings towards in-game advertising largely depend on the format and how well it integrates into the gaming experience. Native, rewarded, sponsored, and interactive ads tend to be more positively received, while interstitial, banner, pop-up, and non-skippable video ads can be perceived negatively when they disrupt gameplay. Striking the right balance and prioritising user experience are essential for the successful integration of in-game advertising in the gaming industry.
Team marketingratis.com https://marketingratis.com/category/mobile-marketing/