On average social and mobile gaming ads give advertisers 20 percent engagement rates, according to a recent MediaBrix study.
The Social and Mobile Gaming Report found that an average gaming ad features 3 percent click-through rates (CTR). Social and mobile gaming video ads were shown to have a 91 percent completion rate.
MediaBrix says the numbers show that the growing gaming arena marks a great opportunity for advertisers to reach the highest number of consumers.
"It comes as no surprise that social and mobile gaming advertising sees results 30 to 100 times better than standard online advertising campaigns," says Ari Brandt, CEO and co-founder, MediaBrix.
"This is largely due to the fact that people are driven by a deep well of positive emotions - such as joy, excitement, and brand affinity - when playing social and mobile games. In-game ads offer marketers 100 percent share of voice through 100 percent viewable ads, which in turn produce digital ad campaigns that truly perform."
According to the study, social and mobile gaming ad engagement outpaces traditional platforms. The study reports that pre-ad rolls only offer over 3 percent engagement rates and Facebook brand pages only show less than 1 percent engagement rates.
MediaBrix says that gaming ads offer improved CTRs when compared to classic advertising platforms. The study found that gaming ads outperformed mobile banner ads, Facebook ads, and standard banner ads in average CTRs.
For video ads, MediaBrix reports that gaming ads offer some of the best completion rates in the digital market. The report says that gaming value exchange ads outperform video ads from ad networks, news sites, and lifestyle sites.
The only category that gaming value exchange ads didn't outperform in completion rates was found to be full video episode players.
MediaBrix's study is the first to delve into the world of social and mobile gaming ads. Data for the research was collected from July to December last year. In total, MediaBrix gathered data from over 100 social gaming campaigns and over 100 billion impressions.
Ad data for non-gaming categories was collected by eMarketer. Those numbers were used to compare social and mobile gaming ads to the bigger overall advertising landscape.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014