In-game ads
TheoreticalWhat informationis in-game?
As the quality of video games has improved, the number of people playing them has grown. The game industry has advanced to the level where all the graphics got so detailed and realistic, advertisers have entered the market by presenting in-game advertising with special offers for products or services.
In-game advertising refers to advertising in the computer, video, or mobile games. It is often seen as pop-up messages, cut-scenes, on-screen adverts, billboards, background displays.
In-game advertising provides an effective, nonintrusive, and creative way for brands to connect with their target audience.
Creative Requirements
In-game advertising allowenables standard IAB creative sizes. Additionally, it is possibleadvertisers to rungrow jpg,awareness, gif,unlock HTML*,previously Tagsunreachable (DCM,audiences, Adformall within a brand-safe and others)immersive adscontext. that are non-interactive.
*The JS creatives (including custom and templated RM) is not supported for all in-In-game activities.advertising Togives bebrands morea specific,better it might be partly supported in mobile, but since in-game don't work as all other in-app it can case some issues, like discrepancy.
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80%chance of thebuilding inventoryvaluable willrelationships bebased banneron ads.shared However, it is possible to run VAST video ads. The following video requirements are:goals.
Examples
Targeting opportunities
In-game advertising offers businesses the opportunity to reach out to a very wide demographic with eclectic tastes. This means that in-game ads don’t have to be limited to products targeting a tech-savvy audience. In-game ads are used to promote FMCG products, lifestyle brands, healthcare, and far more. Almost any product, catering to any demographic can be promoted effectively through in-game advertisements because gaming itself has become a universal pastime.
ProblemsWhy that In-Game advertising tacklesin-game?
Viewability.Viewability
In-game ads are integrated seamlessly into the game, there’s no way to skip past them. The interactive nature of games keeps players’ attention glued to the screen as their eyes dart around, taking in every piece of information. Looking away, even for a split second, could negatively impact their game, so they just don’t behave that way. This means that players are always exposed to every ad, even the one on the digital billboard that they pass as they hug the track and race towards the finish line.
The in-game suppliers connected to eskimi is serving only viewable impressions. That means that viewability of your in-game campaign should 90%+.
BrandNoninstrusive
There was a study done to find out how in-game advertising results in brand recall and brand awareness. Participants were playing two different versions of the game (less interactive - walking around the city and more interactive - walking and shooting), during the playtime they were exposed to some ads. After the game, they were asked to name the brand names they have recognized. The results showed that the higher game interaction results in higher brand recognition and user’s experience. Users did not feel that ads were interrupting the game or any other negative perceptions about ads being in the game.
The brand-safe environment with high engagement.engagement
Overall mobile game users hold the highest session lengths across all app categories, the time spent on mobile game apps has increased to 62% due to the current situation. This gives advertisers the chance to create many touchpoints inside a single session. Moreover, brands can benefit from the industry's innovative approach when it comes to mobile creatives there is an opportunity to create engaging and non-intrusive ad formats to create a genuine interest in the audience.
General Communication regarding in-In-game advertisingfeatures
Creative options & requirements
Since in-game advertising has been introduced there was a big shift in the advertising industry. Marketers discovered and implemented novel techniques of reaching and influencing their target customers. Customers accept in-game ads due to their opt-in nature. Advertisers favor them because they provide a measurable and targeted channel to deploy promotions. In-game advertising enablesallow advertisersstandard toIAB growcreative awareness,sizes. unlock
Banners: 300x250, previously320x50, unreachable728x90, audiences,160x600, all970x250, within320x480. aThese brand-safecan be jpg, gif, HTML, Tags (DCM, Adform and immersiveothers) context.ads that are non-interactive. Engagement from Rich Media won't be tracked.
VAST Video: 320x480, 480x320, 1024x768, 768x1024.
Targeting
In-game advertising givessupports brandsall athe betterprogrammatic chanceadvertising ofoptions buildingexcept valuablesite relationshipstargeting, first party remarketing, site remarketing.
Bidding
In-game advertising is based on sharedthe goals.CPM bidding method.
Possible Results
Reporting
The in-In-game suppliersreport connectedincludes toall eskimistandard metrics (impressions, reach, etc.), video metrics: first quartile, midpoint, third quartile, complete, VTR, CPV, views, pause resume. It also includes all the standard programmatic analytics - operator, OS, browser, device price, SEC, location, gender, age and etc.
Setup & optimization
In-game advertising is servingreach onlythrough viewabletwo impressions.main Thatexchanges means- thatAdmix viewability& Anzu. Additional supply can be reached through PMPs. The standard optimization can be applied. However, auto CPC, CTR, CPA, CPI optimization cannot be applied.
Limitations & troubleshooting
- In-game ads are not clickable therefore the KPI of
yourin-game campaignshouldcan not be99%+Advertising PoliciesIt is possiblerelated toadvertiseclicks and CTR, CPC metrics. - In-game ads are displayed on
in-apps only. - In-game
environment,canbutbethe app amount is limited and the traffic isreached onlyavailablethroughPMPs.twoAdopsexchangesshould-contactAdmixin-& Anzu. - In-game
exchange whichsupportsalco,tobacco,betting, tobacco adsalcohol andrequest to setup a PMP.AlcoholBettingPossible through PMPPossible through PMPAllow Tobacco/Betting Ads Through PMPNamePublisherStore URLColor Hop 3D - Music GameAmanotes Pte LtdDirt Tracking sprint cars androidFlying SquirrelDirt Tracking sprint cars iosFlying SquirrelDrone ChampionsDCLFinal KickIvanovich Games SLHouse PartyEEKMad Skills Motocross 2TurborillaTiles Hop: EDM Rush!Amanotes Pte LtdTrivia Race 3D - Roll & AnswerApps Bilgi TeknolojilerAllow Alcohol Ads Through PMPNamePublisherStore URLColor Hop 3D - Music GameAmanotes Pte LtdDirt Tracking sprint cars androidFlying SquirrelDirt Tracking sprint cars iosFlying SquirrelFinal KickIvanovich Games SLHouse PartyEEKMad Skills Motocross 2TurborillaTiles Hop: EDM Rush!Amanotes Pte LtdTrivia Race 3D - Roll & AnswerApps Bilgi TeknolojilerLimitations1. Due to non-instrusive environment clicks cannot be tracked.2. DMP targeting cannot be used for PC and console targeting.3. Exchanges follow strict alcohol,betting advertisingpolicies.only through PMPs. - PC and concolse devices do not support DMP targeting.
In-game ad examples
4. Traffic in some markets will be limited so always check traffic discovery. If the country isn't listed it means that exchanges haven't opened traffic, but it doesn't mean that exchanges don't have the traffic in these countries. So check the monthly ad impression links: http://bit.ly/381vboB, http://bit.ly/3bUeQD6,
5. Check traffic discovery for whitelist/blacklist creation. As you may limit the traffic significantly.
Monthly Ad Impressions: http://bit.ly/3bUeQD6, http://bit.ly/381vboB
App list: http://bit.ly/3pwLQaNApp categories: https://bit.ly/3fPs7k4Gender split by app: https://bit.ly/3cmrGvA
Internal information of app list per market: https://drive.google.com/drive/folders/1LcJgwmfZMIefW3vUIsbXZYEktmsuvh_u?usp=sharing