This article by Hollis Thomassen originally appeared in ClickZ may 2011 on March 31.
Last year according to Nielsen, it comes to mobile applications, games free and paid - represent the most popular app downloads (65 percent). According to a survey published this week by mobile ad network Mojiva more click than the mobile user to view 60% at least once a week with graphics view as the most effective creative on mobile devices. The survey also found that when a mobile ad see half the user showed, that they are playing a game, download an application or a Web site would. And a report from PopCap Games and ISG found earlier in this year, that daily mobile game since 2009, primarily the availability of more free games powered close tripled. Since all these statistics, ad-supported mobile games makes for a good theme to explore deeper.
Who are mobile gamers?
While the entire audience is large and grows (eMarketer estimates that people 72.8 million or 23.2% of the US population on their mobile devices will play this year), it seems not to hard data - only theories - over the breakdown of the mobile gamer audience. Assumptions include that board games to a public tend distorted during casual games, a little in their attractiveness and the demographic ages from teens of forty somethings more females and are in addition. On the whole, determines the type of each game the most taking the user.
Mobile game advertising opportunities
As with the Web, mobile offers several types of advertising options and formats. The advent of smartphones grew only the complexity of the mix. In its platform status report on game advertising, the IAB has this compendium in "Environment" to game and the game show, "Immersive" in-game map, categorized and Advergames that contains typical display ad formats video advertising and sponsorship as static and rich media banners, interstitials, pop-ups,. This week announced the first anniversary of the Google acquisition of AdMob a variety of new ad units and larger specifically for tablets, high resolution monitors built features, including new HTML5-based Tablet-specific rich media ad formats and to make use of features such as touch, tap Delete.
But other interesting, "not breaking" options also recently been developed. The Tap.me advertisers "Ramping up" a user can view character in exchange for a brand ad message. How mobile marketing Watch reported new startup Kiip provides user attention getting, brand "Tangible rewards, offers and discounts." sponsored, when they beat in-game milestones or earn tough achievements
Reaching mobile gamers
Custom advertising opportunities typically require an advertiser directly with a game developer work. You can Zynga (FarmVille, mafia wars) ROVIO (developer of the game very popular angry birds), or have heard of each. In the development of a custom game are the key to the success of PopCap Games and according to ISG survey make it fun and easy to play. On the other hand success can degrade developed for only specific devices, poor performance quality, lack of awareness due to clutter and competition and lack of maintenance to keep update with equipment upgrades and error experiences, games of obstructive or intrusive advertising.
If custom development by smaller developers for you is not, games can advertisers instead prefer how Apple iAds go directly to a mobile network, Google mobile phone display (the AdMob last year purchased), JumpTap or Greystripe. I of listed others in my last year. These networks are also used many custom games and facilitate ad targeting. Targeting can be selected based on a number of different criteria including sex and age demographics, preferences, passions and interests, location, mobile device and carrier network type.
Networks report on metrics to varying degrees. Tap-through rate, impressions and fittings include, for example, iAd metrics, unique visits, average time spent, views, and views per visit, interactions, conversions, and downloads.
Purchase of mobile game advertising
Advertisers can different types of pricing models and buy-in, expect, depending on how they want to promote, the they of buy. Custom games have custom price tags. IAds releases no information on its website; most of his direct buys at the moment are only big brands. Google Mobile, on the other hand works under the same self-serve CPC auction/CPM model as the rest of the network in which a click can be represented by a variety of measures including the click-to-call, click-to-card, click on the video, click-to-shop, click-to tweet, click to site, etc. (Google offers custom campaign development for "full service"-clients to.) Smaller mobile ad networks have different methods and minima for the purchase.
Are you trying to "Game"?
-Mark Brownlow
Pragmatic, professional advice without hidden agenda.
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