Gaming Apps Have An ‘Abundance Of Inventory’ For Advertisers

Gaming Apps Have An ‘Abundance Of Inventory’ For Advertisers
SHARE
THIS



They may be fun for bored commuters looking to kill time on public transport, but mobile games also have a serious side.

Allen Klosowski, vice president of mobile for video ad platform SpotXchange, says games have an “abundance of inventory” advertisers could be tapping into

“People think gaming applications are for kids. Then you dig into some of the popular gaming applications and you find out that they tend to be mid 30s females who have a high income,” he says. “From an advertising perspective, we’re talking about a really highly valued audience that they may not have considered.”

Advertising within games is a mobile ad experience that’s gained a lot of traction recently. Klosowski says different games can also highlight unique interests that will mesh with certain products. He says: “Even though this person is playing this game, they might also be somebody who is highly interested in business and finance.”

Currently data constraints from local mobile providers are hindering what should be an even greater growth market. “Australia has some tighter data caps than you see in the rest of the world where users have unlimited data plans. That’s definitely one of the areas of consideration,” says Klosowski. “We have a lot of brands who like to look at running only to people who have a Wi-Fi connection for data reasons.”

For brands thinking about getting into the space, shorter is better when it comes to creative.

“The interstitial, a video ad that plays in between gaming content, is something you want to design a much shorter advertisement for in order to see better effectiveness,” he says. Trying to transpose TVCs straight to mobile isn’t going to cut it.

“A lot of brands are still taking their television advertisements and putting them on mobile.

“The problem with that is television advertisements tend to be a little bit longer and as the industry evolves, you’ll see a much shorter format being used in mobile. I can actually envision the day you’ll see a seven second video ad.

“You may end up at a point where you get an ad that just says ‘buy a Coke’ and that’s all you get. Part of that is about sequential story telling. That’s about taking the advertisement and maybe breaking it up into two or three short messages and hitting that same individual over a period of time, with shorter advertisements that reinforce a longer narrative.”

One industry that is already nailing mobile ads is the automotive industry.

“If you think about it, mobile is not the best place to do direct response style campaigns because it’s very rare that somebody’s going to click off a computer or a mobile device and buy a Landrover or a brand new Ford,” says Klosowski.

“But those types of campaigns are built on long term brand awareness, you only buy a car so often, you need to be top of mind. For those types of advertisers building long-term brand value and awareness, they’re a great fit for mobile because it’s about branding.

“Mobile is a platform where you’re not as distracted as you can be in other mediums. You’ve got your headphones plugged in, you’re zeroed in on that experience. For a brand advertiser, it doesn’t get much better than that.”

Please login with linkedin to comment

Advertising Standards Bureau Battle of the Bands Emirates Airlines Jetstar Shopping Vino Paradiso

Latest News

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]

Splendid Promotes Mel Johnstone To Partner And Expands To The UK
  • Advertising

Splendid Promotes Mel Johnstone To Partner And Expands To The UK

Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth.  Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team.   Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]

TikTok Appoints VMG Digital As Global Creative Marketing Partner
  • Media

TikTok Appoints VMG Digital As Global Creative Marketing Partner

VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer
  • Advertising

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer

Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]

Simply flat lay design winner or champion gold trophy cup isolated on pink pastel colorful background. Victory first place of competition. Winning or success concept. Top view copy space
  • Media

Playground xyz And Are Media Win Inaugural IAB MeasureUp Awards

IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]

Stockland Partners With Jules Sebastian For Virtual Recipe Series
  • Marketing

Stockland Partners With Jules Sebastian For Virtual Recipe Series

Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]

Asian Youth Culture Agency PUSH Opens Sydney Office
  • Advertising

Asian Youth Culture Agency PUSH Opens Sydney Office

The Shanghai-born and Australian-owned creative agency, PUSH announces today the launch of their fourth creative studio in Sydney, Australia. PUSH are the leaders of culture-shaping content with a focus on Asian youth culture, skateboarding, music, fashion and gaming.