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Mobile advertising has come a long way. The first SMS was sent in 1992. The message was sent in the early 2000’s. It took eight years for someone with advertising to accept the possibility of its advertising. Since the birth of the iPhone, and especially since 2007, the acceleration of mobile advertising and the proliferation of ad formats has been surprising. SMS, Wireless Application Protocol (LAP) ads, and eye-catching in-app banners that we filled with birds, flew through temples and surfed subways, became mobile. This Digital advertising medium.

Global mobile advertising revenue reached US 27 276.21 billion in 2020 (according to Statista), thanks to the intimacy of smartphones and the number of formats available that make them a better advertising platform than any other medium. Mobile ad formats are far from flawless, though. We know that about 40% of global mobile inventory is not viewed by real people, while parts of the industry consistently assume that mobile ad formats are detrimental to the user experience.

So to what extent are the current ad formats successful? And what does the future hold?

Today’s Most Successful Mobile Ad Formats

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Look at the demand

Compensated video ads

I had a front row seat as AdColney launched its youth video format in Europe, the Middle East and Africa, creating a new advertising ecosystem and business model for monetizing mobile games. Essentially, award-winning video creates a value exchange where players prefer to watch video ads for free in exchange for life, objects, or virtual currency that are usually only available through in-app purchases (IAP) or gameplay progress.

Done, the paid video is equally popular with developers and gamers alike. Some %%% gods consider it to be their most effective ad format, while US૨% prefer mobile ad gamers (according to e-marketer research) to mobile video gamers. Players who watch paid videos are six times more likely to complete IAP.

Interstitial ads

The initial application was criticized for disrupting the user experience, and interstitials offer a partial solution. Although they tend to take up most or all of the available screen space with text, video, or image, they are usually shown in natural transitions or gameplay breaks, such as loading periods between layers. Enabling their larger sized brands to use elegant creatives, which in turn leads to stronger clickthroughs and conversion rates.

Playable ads

Popular with the likes of Crossinstall and OPonboard in the early days, where I was an early employee, playable ads are mostly used in mobile games as a “try before you buy” games kenik. They provide gameplay snippets that entice users to install the full game. With playable ads, developers can wow potential players with dopamine hits of game experiences, introduce them to the game’s core mechanics, and therefore average users who are more likely to have an average lifetime value (LTV), and likely Is low. Quickly uninstall the game. Be careful not to oversell though – it’s normal for the right ads to play to be made to a higher standard than the games they present! Outside of games, campaigns such as the Burger King app’s “The Angry Vapor” used a playable ad in the German market, challenging users to collect 20 jalapenos in less than 20 seconds to unlock discount coupons. The campaign has achieved an average click-through rate (CTR) of 35% -40%.

In-play ads

You may have heard of “original” ads, such as posts promoted in the Twitter app that match the form and function of others’ organic tweets in your timeline. The in-play mobile concept builds on this idea through creative injection of advertising into the fabric of mobile games. Recently tested for their high visibility, these virtual billboards and video ads appear during gameplay on advertising hoardings in sports stadiums or race tracks. UK based breast cancer awareness charity Coppafil! Admix recently launched a campaign targeting women aged 18-24, making Coppafil’s ad creative in a wide range of mobile gaming content.

By appearing in the context of a natural game, the game does not interrupt or alter the game experience, making it more player and brand-friendly than other formats. Indie Studio Hypmasters increased in-play advertising revenue by 22%, while Neon Plane’s Idol Army Base: Tycoon Game conducted a trial showing that in-play ads had no effect on player retention or session times over a month. Not done. , Regardless of how many ads were shown.

Audio Dio Ads

An interesting addition to the mobile ad scene, audio dio ads have spread from Spotify to YouTube and are now in a wide range of apps and games. Formats only include audio dio-, audio dio with mini-banners, or rewarded audio dio ads. CTR claims 1000 times more than traditional banner ads in the recent in-game Audio Diob ob campaign with Werner Music. Warner Music used audio Dio banner ads for the campaign with artist Joel Corey.

Future mobile ad formats

More options in the game

With the increasing use of in-gameplay video and banner ads, we’ll see display advertising options and in-play cosmetics – effectively digital product placement – as well as AR and VR options.

Apple’s latest iOS 14.5 update drastically limits the amount of data available to advertisers without the obvious choice of customers. In-play does not rely on third-party data to target or measure, so it is well-placed for explosive growth in this new generic.

Go to the Dio ads

While mobile games are mostly hand-on, there is plenty of hands-free mobile content like podcasts and iDobooks. Want to find out more about a product or complete a quick purchase from a trusted service like Amazon? Just tap your screen, shake your phone or say magic words.

AR and VR ads

While smartphone VR headsets like Samsung Gear and Google Cardboard are blending into obscurity, single headsets like the Oculus Quest are entering the mainstream. With sales of head mounted displays forecast to reach 68 million in 2020, VR is a growing advertising sector. Likewise, the extra use of AR to find out what an IKEA sofa looks like in your living room, to bring your digital sketch to life from scratch or to provide information on the landmark you are facing with Google Lens, is a huge advertising opportunity. Will present.

Hyperlocal ads

One such opportunity is to provide hyperlocal ads using GPS. People will increasingly choose to share their geographic location data to receive ads for nearby services or products, or coupons and promotions for local businesses.

HTML5 playable ads

Like in-play, HTML5 minigames and ads will play a potentially important role in the mobile development mix as they can nurture contextual data. If the ad or app being advertised doesn’t use HTML5, it can still use it to display itself.

Chatbot ad

As a customer service tool we are all familiar with chatbots, even if we don’t always appreciate them. As pay generation trends focus on becoming more comfortable avoiding personal face-to-face conversations with real people, we’ll see more chatbot ads. We see this most often within Facebook Messenger, but it will become more popular in standalone ads to increase brand engagement and full purchases.

AI powered advertising

There is no ad format per se, but I will not touch the increasingly intelligent technology that powers the mobile ad world. In the cookieless universe, we will increasingly rely on contextual data where users have chosen not to share their data. From complete programmatic purchases of inventory to algorithms that determine which ads can be served to whom and when, and learn from the data they collect, the process of buying, serving, and reporting on mobile advertising campaigns is becoming increasingly systematic.

Conclusion

You may have noticed that a number of ad formats feature how I understand both the present and the future of advertising. This is because we always rely on ad formats like playable and audio dio ads. Of course, there are formats like benefited video and, I hope, will become in-play, seminal and create completely new business models.

Looking at the development of user behavior and mobile advertising over the last few years, I see two crossing trends. We have a distracting ad on one axis – it is mature and still attractive, but it is in a place of saturation and set for measured reduction. Among others, nonprofit advertising is geared towards rapid growth as gaming becomes more immersive and privacy becomes more mind-boggling for developers, publishers and users.

Paul West is at the forefront of publisher participation in Admix, a sports monetization platform that bridges the gap between gaming and advertising..

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