75% of brands have been advertising on mobile gaming apps for over a year: report

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75% of brands have been advertising on mobile gaming apps for more than a year, doubling gaming ad spend since the pandemic, according to InMobi’s latest report. Titled “India Mobile Games Advertising Report 2022,” the report also reveals how brands and agencies are addressing the four most common myths associated with mobile game advertising that could be preventing wider adoption.

Brands have taken note of the growing consumer adoption and engagement in the gaming industry, said Rishi Bedi, general manager, Asia-Pacific, InMobi. “Mobile gaming advertising is evolving to become more than just a trend, as audience reach continues to grow, ad formats diversify, and advertising budgets continue to increase. And over time, more and more advertisers are including mobile game advertising in their media mix due to the positive results and impactful results.

According to the report, games saw a 32% year-over-year growth in average advertiser spend. While completion rates and viewability are the most sought-after campaign metrics by advertisers, brand awareness growth is used as a benchmark for campaign success on mobile games. The report states that 42% of advertisers used programmatic trading on open exchanges, while 38% used programmatic private marketplace deals for gaming advertising. On the other hand, in-game ads are the most popular format that advertisers want to use in the future. In-game advertising allows brands to create immersive experiences without interrupting the gameplay flow. This format gives brands the freedom to place their message on various in-game objects, such as billboards or buildings, making them more flexible than traditional banners and having a higher recall.

Additionally, the report revealed that some brands are hesitant to take the plunge and invest in mobile game advertising due to misconceptions about measuring its return on investment, allocation in the media mix, investment in the creation of advertising assets and brand safety around placements. However, busting this myth, the study shows that mobile gaming advertising performs better compared to non-gaming environments with up to 2x higher completion and engagement rates. Additionally, 97% of marketers who advertise on mobile games are satisfied with their experience and results.

InMobi is a content technology, monetization and marketing company focused on helping businesses fuel their growth. For this report, InMobi surveyed 205 Indian mobile marketing leaders, including senior executives from brands and media organizations.

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