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

The Inspired Unemployed Launch Their Own Podcast Via Spotify
  • Media

The Inspired Unemployed Launch Their Own Podcast Via Spotify

The Inspired Unemployed are launching a Spotify Original podcast, giving Australians even more insight into the larrikin’s unexpected fame and adventures. Commissioned by and only available on Spotify, the first ever podcast from the duo will bring a whole new dimension to the adventures of Matt and Jack, two best mates who still can’t quite […]

Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
  • Opinion

Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?

In this guest post, Garth Williamson (main photo), country manager ANZ at Shutterstock, says all the evidence is in for a more inclusive workplace, but asks why are so many still shunning the idea? The evidence is clear; inclusive marketing increases brand reach, consumer engagement and drives customer brand advocacy. And yet, few brands are […]

Opinion

by B&T Magazine

B&T Magazine
PHOTOGRAPH BY NIGEL WRIGHT. 
WRIGHTPHOTO1@MAC.COM

THE MASKED SINGER S3. EP5

THIS PICTURE SHOWS: EPISODE 5 REVEAL…MAHALIA BARNES















.
  • Media

Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered

The Masked Singer’s big reveal saw a slight drop off in audience from its Monday night episode, netting an average of 654,000 viewers. That’s a decrease of 49,000 from the previous night where, as you are sure to remember, the dancing pinata was revealed to be Lote Tuqiri. Last night was the reveal of a […]

by B&T Magazine

B&T Magazine
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
  • Campaigns

Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season

Australasia’s largest real estate agency has released its biggest brand campaign ever that was all done in-house. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was […]

Channel 7 Reporter Attacked With “Urine” While Reporting!
  • Media

Channel 7 Reporter Attacked With “Urine” While Reporting!

Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne.  Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]

by B&T Magazine

B&T Magazine
JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract
  • Advertising
  • Media

JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract

JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]

The Lab Expands Executive Team With Three Promotions
  • Marketing

The Lab Expands Executive Team With Three Promotions

Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial
  • Marketing

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial

Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine