Mobile gaming is not merely a form of entertainment anymore but also a global media channel. Having billions of users worldwide and experiencing exponential growth year over year, mobile gaming offers brands the opportunity to leverage revenue potential & engage audiences at scale. To unlock this opportunity, DSPs play a crucial role thereby making in-game advertising smarter, efficient, and more effective than ever before.
94% of free-to-play mobile games in the year 2022 had this in-game advertisement. The most commonly used ad forms are rewarded video advertisements (82%), interstitial video ads (57%), and banners (34%).
Publishers with Innovative in-Game Ad Platforms:
- Azerion
- Skillz
- Voodoo
- Activision
- Super League Gaming
In-Game Advertising Platforms:
- Bidstack
- Adverty
- Anzu
- AdInMo
- Frameplay
Growing Importance of Mobile Gaming as an Advertising Medium:
- A general perception about Gamers are focused while playing, which makes them more receptive to advertising messages
- Gaming also engages users & attract audience attention over a long period of time compared to other channels
- Regardless of the context of game advertising, it is thought that viewers and brands trade value.
- In addition to these, Rewarded video advertising in mobile gaming is a stellar example of how gaming creates a value proposition between brands & audience
- Players can watch a video, for example, to receive a prize or much-needed in-game boost.
- The in-game advertising model benefits all the parties involved by offering a good gaming experience, increases engagement and revenue along with promising advertisers the much needed attention to their content.
- Mobile gaming can ensure high engagement rates & longer time-in-view than other digital ad formats.
How are DSPs Facilitating this Change?
DSPs are considered as the real engines behind effective Mobile game advertising as they revolutionize how advertisers approach mobile gaming by real-time automation of buying & ad placement. DSPs leverage potential aspects like data-driven insights to target specific demographics, Audience Behaviors and Ensure whether the ads reach the most relevant audiences or not.
Benefits of DSPs in Mobile Gaming:
- Dynamic Ad Formats: DSPs support different engagement formats like rewarded videos, playable ads & etc, which will enhance user experience without disrupting the gameplay.
- Real-Time Optimizations: Advertisers have the ability to adjust campaigns on the go in real-time. This will ensure better optimizations such as high CTR & conversion rates.
- Targeting precision: DSPs utilize algorithms to analyze user data, helps advertisers to deliver personalized ads based on in-game user behavior, demographics, & interests.
- Cross-Device Reach: DSPs facilitate the reach expansion, seamless ad experiences across multiple devices, and expansion of campaign performance.
What to Evaluate in a DSP?
- Is the DSP capable of ensuring flawless ad insertion while minimizing gameplay disruption?
- Can the DSP stop irrelevant, spammy, or low-quality ads from showing up?
- Does the DSP support different engaging ad forms, such as rewarded ads, that enhance rather than detract from the user’s gameplay?
- Whether the DSP focuses on user experience will boost the app’s reputation while increasing ad income.
- Cost and ROI are some important concerns.
Looking Ahead:
Mobile gaming will evolve & the role of DSPs will become increasingly pivotal. Technologies like Augmented reality (AR) and Virtual reality (VR) are to set new standards & dimensions for in-game advertising by offering immersive experiences to the users.
With the tightening privacy regulations, DSPs that prioritize transparent data practices & user consent will have the ability to stand out from the rest. Advertisers need to balance privacy with personalization, ensuring the campaigns to be more effective
How can Databeat Help Here?
Having teams of Domain experts, Databeat can help to leverage maximum benefits in terms of selecting the perfect DSP partner, data-driven audience strategy, real-time campaign optimizations, yielding revenue and a lot more like Privacy, Transparency & Compliance Advisory. Databeat can be a One stop solution for future-proofing with the emerging tech.
