Ads in games on social networks and mobility get better results than other types of digital ads
Social networking and mobile game ads reach average CTR (click-through ratio) percentages of 3%, according to MediaBrix data in a new study just released in the United States. This figure is far from the average 0.1% that MediaMind estimates for standard banner ads, as well as the percentage reached in other types of ads, such as Facebook (0.11%) or mobile banner (0.86%). And if the exchange ads, those that imply some kind of incentive or prize for the user or consumer to see, the CTR they generate can reach up to 11%.
Percentages of full video viewing have come to be considered more important than CTRs in a study conducted by Vindico in April 2012. The MediaBrix study also shows how social media and mobility gaming ads also work very well Well in this area, when it comes to video ads, with a 91% completion. This percentage far exceeds other brands mentioned in the study, such as the completion of ads in ad networks (68%), portals (74%) and video portals (83%), leaving behind only the completion percentages in the Advertisements inserted in complete episodes (93%).
According to eMarketer, the mobile gaming audience in the United States will grow at double-digit rate until 2015, when more than 158.9 million people are expected to actively play on their devices. Users spend more time playing games than any other application on their mobile devices.
Mobile players are a very interesting target audience for businesses, according to the Shullman Research Center, 59% of social players make more than $ 75,000 a year. In multiplatform campaigns of social games, companies are reaching a whole group of consumers very receptive to their marketing messages. Of course, many vertical industry segments are betting on a significant presence in social and mobile games, including well-known brands like Coca-Cola, Lexus, Fiat, and hundreds.
For its analysis MediaBrix has worked on more than 100 advertising campaigns carried out in this type of media, and has taken into account more than 1 billion impressions generated through them between the months of July and December 2012. The data Of the study have been compared to the industry average indicators provided by eMarketer.