IAB Games Vertical

Last month I attended the IAB games vertical seminar which focused on advertising in the gaming space. Speakers for this event included Peter O’mara-Kane from LoopMe Media, Martin Gaston from TMW Unlimited and Warren Mills from Weve.

With a background in affiliate marketing within the free to play games sector, it was very interesting to see key 2015 insights, as well as an overview of what was expected from mobile gaming in 2016.

A few noteworthy takeaways included:

–          47% of smartphone users are using mobile phones to play games

–          Most popular apps accessed by millennials are games

–          In game video advertising is the way forward

–          Although mobile gamers hate ads, 57% of them would prefer to have advertising on free-to-play games rather than paying for games

47% of smartphone users are using mobile phones to play games

For every two smartphone users, one of them is using it to play games. This highlights the reach and potential that in-game advertising presents! Placing ads in the right place at the right time can help to maximise engagement and brand awareness. Although the user may not click through to the merchant’s website immediately, the likelihood of a purchase later down the line has definitely increased.

Most popular apps accessed by millennials are games

Nowadays every millennial seems to own a smartphone, and there’s no doubt that they spend a large proportion of the day using it. Since this group download games more than any other app, this area is certainly something to focus on for advertisers.

In game video advertising is the way forward

In game advertising appears to be the buzz word for 2015, and this seems to be mainly due to the fact that video advertising is far more engaging than traditional static ads. This is not to say that video advertising will completely replace static ads (they will always have their place), but video advertising should certainly be a key focus for advertisers going forward.

Although mobile gamers hate ads, 57% of them would prefer to have advertising on free-to-play games rather than paying for games

Being a mobile gamer myself, I definitely agree with this. I’d gladly watch a few ads to play the game rather than having to pay for, as long as the ads aren’t shown too frequently.

Overall, this was a great seminar, and definitely gave me a different perspective on advertising within the games vertical. I think that advertisers need to include this into their marketing mix in order to expand their reach and exposure.

Stephen Hoang

As Senior Account Executive, Stephen’s main responsibility is to ensure growth across his account portfolio, this involves helping clients increase their reach, looking for new development opportunities and building upon clients’ affiliate strategy. Prior this Stephen worked at Zing Gaming as an affiliate Marketing Executive.

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