Based on a Webinar given by the Mobile Marketing Association in January, we focus on Gamification.
On this topic, we will analyze 4 main points to make the most out of mobile gaming growth:
1. Mobile gamers who are they?
- 16-64 years
- Internet users
- Use a smartphone, feature phone or tablet to play games
2. Key Takeaways
- Smartphones are the dominant Gaming Device
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- Following the pandemic
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- Mobile Gaming isn’t just for kids & young males anymore
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- Females outnumber the males & all consumers wake up to gaming
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- Playtime is being monitored
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- Privacy is always a concern
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- Casual is key to new audiences
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- Casual is still the basic ingredient for Gaming
3. Key watchouts
- Transparency & control
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- Can I access/receive a report, activate only OMSDK inventory, etc.
- Measurability
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- 3rd party verification for Viewability, fraud or brand safety available ?
- Legal
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- Does vendor offer refund in case of fraud ?
- What is takedown window (when you must remove ads) ?
4. Brand safety in gaming:
a) 4 Challenges
- Attracts young & engaged audiences
- Including Children
- Lack of measurements standards
- Makes optimisation & measurement harder
- Brand Safety is an issue
- Shooting games, profanity more pronounced in certain games
- Supply Path varies
- Device : Mobile in-app, desktop, etc.
- Where is the audience : Streamers or gamers ?
b) Risk varies depend on placement:
- Streaming Platform
- pre/mid-roll
- Ensure client understands type of games they would be associated with (shooting, puzzle..)
- Mobile In-App (Video/display)
- Can contain harmful content
- Ensure not to target games likely to be played by children (if you advertise sensitive products)
- In-Game
- Can see the brand logo in the game itself (doesn’t interrupt the game experience)
c) Mobile In-App Advertising general risks:
- Viewability
- Measurement of in-app viewability requires OMSDK* (prioritise App with OMSDK)
- Invalid Traffic
- Buy inclusion list of vetted apps, use TAG-certified supply chain, regularly evaluate delivery reports & optimise…
- Brand Safety/Suitability
- Depends on the content of the App & actual content (gaming, news, etc.)
- Precise Geolocation
- Watch out for local privacy regulations
https://www.globalwebindex.com/reports/trends2021
https://www.emarketer.com/content/playable-ads-the-next-big-thing-for-mobile-advertising
