The gaming experience is becoming increasingly mobile. This year consumer spending on mobile games is forecast to reach $108 billion. However, gamers don't always enjoy the game-based advertising formats that marketers use. A new report from data.ai and IDC examines the in-game ad formats most popular with marketers and users. It reveals that traditional banner and display ads are unpopular with users. In contrast, rewarded video ads and playable ads are much more widely accepted.
The report found that over 80% of users have seen in-game banner ads, but 24% more users dislike them than like them. Similarly, 85% of users acknowledge seeing in-game video ads, but 32% more users dislike them than like them. These preference gaps have grown year on year.
Rewarded video ads are the most popular of formats, with 20% of users 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 come in second with users, with 16% saying they like them. These interactive ads give users the chance to sample a mobile game experience before committing to downloading the app. This presents a great opportunity for brands in general to serve playable ads.
The report highlights the challenge for marketers of finding ad formats that appeal to a large and diverse audience of gamers. While traditional banner and display ads are often a turn-off, rewarded video ads and playable ads offer more engaging and rewarding experiences that are better received by users.
Originally reported by Martech: https://martech.org/which-types-of-in-game-advertising-do-users-love-or-hate/
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