In this exclusive byline ahead of ATS London 2023, Mark Slade, VP, brand sales at Digital Turbine, outlines how in-game advertising can be used to attract audiences and build brands.

In-game advertising has been proven to reach a wide range of audiences in innovative formats that capture attention. And yet advertisers are still hesitant to spend their marketing budgets on the not-so-niche mobile gaming platform. Here are three reasons why in-game advertising is perfect for building your brand.

1. Mobile gamers are in the right mindset for ads

The top reasons (by a big margin) for playing mobile games are relaxation and entertainment. When someone opens up their weather app, they are only looking to see the weather. But when it comes to gaming, the mindset is different. They aren’t singularly focused on a task, rather they are simply looking for some fun and/or downtime. This attitude makes them more impressionable and willing to engage with ads!

Further proof that people are in a relaxed mindset when gaming is that people often engage in music, TV, or even social media while playing games. But consider – what really has their attention? Music is in the background, and they casually look at the TV, but they are interacting with the mobile game in their hands. You don’t need to capture their attention, you already have it. And while you have it, be creative and engaging, and you’ll see better results.

2. So you have their attention in mobile games…use it!

As mentioned, mobile gamers have your attention because it's the device they are likely focused on even while multitasking. A recent study by Amplified Intelligence further proves this point. Attention is the emerging standard for true engagement and brand effectiveness. The longer an ad captures attention, the higher the brand recall.

Mobile gaming also allows for formats that can further drive attention and engagement. Consumers prefer watching rewarded video ads to earn advancements in a game rather than paying money. Actively opting-in and knowing they get something in return makes the ad experiences more valuable – and not a nuisance to be ignored. Rewarded video ads are particularly effective when paired with a dynamic end-card, a format that provides advertisers with multiple experiences to choose from. These end-cards include interactive calls-to-action, delivering an attention boost, and driving users to act on the attention gained throughout the ad journey. More time spent and engagement leads to greater brand recall. Greater brand recall brings the consumer one step closer to purchase.

3. Unique video formats capture attention

Unlike the majority of digital video adverts, mobile gaming can provide a user experience similar to that of TV or cinema. Like on those bigger screens, the mobile game’s content is stopped and a video ad is played in full screen to the end with sound on. It might seem surreal that anything less than this is accepted, but the average video completion rate in the UK on digital video is only 14%. This compares to the 100% in mobile gaming for this specific experience. As a result, the channel is becoming increasingly popular among brands. When the Media Ratings Council counts a continuous impression of a video at only two seconds, watching it to completion with this captive experience becomes even more valuable.

In-game video ads allow for unique ways to incorporate brand interaction, not just during the video ad, but also at the end. End cards can provide more information, a prompt to purchase, and even a custom gamified experience so that players can continue to be entertained during the ad. Adding a captivating end card allows brands to build rich and engaging experiences that run in collaboration with the video itself. The studies linked above from Lumen and Amplified show that this interactivity supercharges the attention metrics for this format. 

In-game advertising is a powerful tool for building awareness for any type of brand. With the relaxed and receptive mindset of mobile gamers, advertisers can engage their target audience in a more interactive and immersive way than other advertising formats. The longer attention span of gamers, along with the option of rewarded video ads, can provide a higher brand recall and ultimately lead to more sales. Lastly, in-game ads can be presented in unique video formats that can hold a user’s attention during the video and even after with an interactive end card. Missing out on in-game advertising means missing out on a huge audience who is ready to pay attention to your brand.

ATS London 2023 will take place at Central Hall Westminster on 13th and 14th June. For tickets and further information, visit our dedicated events page.