Change Now and Here
The relationship between mobile consumers and advertising is constantly evolving. And the pandemic has undoubtedly fueled the growth of the Advertising & Mobile Gaming industry in 2020. Millions of people spent more time playing games on their smartphones. As a result, mobile game ad revenue increased by 59% in April 2020 compared to a year agohttps://resources.unity.com/reports/the-2020-mobile-game-monetization-report. However, the effects of the pandemic are gradually fading, and our newly acquired habits and behaviors give way to pre-pandemic life.
According to the recent report, the growth rate of mobile games slowed in Q2 2021https://venturebeat.com/2021/06/29/app-annie-q2-2021-mobile-game-growth-slows-but-mobile-apps/. However, mobile game downloads were level compared to one year earlier in the first quarter of the year. Of course, this does not signal a decline for the industry but rather a normalization. Still, overexposure consumers to traditional advertising methods – especially at times like these – do not always yield positive results.
Today most used ad types in mobile are banner, interstitial, and rewarded. Each has a different placement and serves a distinct purpose. Yet what they all have in common is that they are annoying and feel like an invasion of privacy. The overwhelming number of interruptions in these formats triggers feelings of unease, causes disinterest and most importantly hurts retention.
Experiences that would otherwise be positive suffer because of this. A recent study shows that 91% of people say ads are more intrusive today than 2-3 years ago. In addition, 87% say there are more ads in general than 2-3 years ago. Also, 79% of the people think that retargeted ads are tracking them.https://blog.hubspot.com/marketing/why-people-block-ads-and-what-it-means-for-marketers- and-advertisers.
Cut Through The Noise
It seems no one likes seeing advertisements and, when we look at the recent years, it’s hard to say that things will get better. Unless, of course, you have an amazingly user-friendly advertising format that provides a solid middle-ground for all parties involved. Yes, we know you can hear it too – It’s audio advertising, loud and clear.
Simply put, audio advertising is the delivery of ads in audio format. As with video ads, the desired ad can be played before, during, and after sessions. But unlike its predecessors, it uses its passiveness to benefit brands and developers. It raises awareness, enables you to achieve your goals with fair and tailored use, rather than ruin the user’s experience with micro-cuts.
In this new era of audio advertisement, you have very concentrated power over your message because you only have to consider one aspect of the ad, the audio. This simplicity makes things a lot easier, of course, there are also new elements to consider, such as the tone and rhythm of your ad. Yet the most important thing is that your message will be heard crystal clear without intrusion while users enjoy their experience.
Moreover, you should know that contrary to popular belief, audio ads are not just an advertising practice you hear on the radio, music streaming, or podcasts. According to the survey conducted by YouGov, mobile gamers favor audio ads over other mobile game monetization methods.https://www.gamasutra.com/view/pressreleases/370205/Listen_Up_New_YouGov_survey_reveals_rising_popularity_of_audio_advertising_in_mobile_game s.php In addition, participants find audio ads much less intrusive rather than a banner ad at the bottom of the screen or a pop-up video that blocks your entire screen.
At Odeeo, we provide a user-centric, audio-based monetization for game developers and an untapped, brand-safe environment for advertisers. Our platform amplifies the in-game experience to help leading brands resonate with the world’s 2.7 billion gamers and connect to an attentive audience at ultra-scale in an immersive brand-safe environment.
Next up we’ll dive into how we’re changing the game for both game developers and brands. Until then, give us a heads-up, and we’d gladly show you what in-game audio advertising can do for you.