MediaBrix is at the center of media attention this morning in response to the data published by the social and mobile gaming advertising solutions provider.
The MediaBrix Social and Mobile Gaming Report analyzes the performance of social gaming advertising campaigns — including both those on desktop and mobile — as compared to standard online and video advertising benchmarks.
The findings show that social and mobile gaming video ads see an average CTR of 3%, 30x higher than the CTR of standard banner advertising campaigns.
Additionally, social and mobile gaming value exchange ads — where the users receive a reward for viewing the full ad — see an average CTR of 11%, over 100x higher than the CTR of standard banner advertising campaigns
“The key finding on ad engagement rates is that the average social and mobile gaming engagement rates are around 20%, the highest of the reported ad formats,” the report reads. “By way of comparison, Facebook brand pages have an average engagement rate of .50% and pre-roll ads have engagement rates ranging from .7% to 3.64%, according to data supplied by eMarketer.”
In terms of video ads, the report shows another fascinating find. As it turns out, the average social and mobile gaming value exchange video ad completion rate is 91%. By comparison, the average video ad completion rate for ad networks is 68%.
“It comes as no surprise that social and mobile gaming advertising sees results 30-100 times better than standard online advertising campaigns,” explains Ari Brandt, CEO and Co-founder of MediaBrix. “This is largely due to the fact that people are driven by a deep well of positive emotions — such as joy, excitement and brand affinity — when playing social and mobile games. In-game ads offer marketers 100% share of voice through 100% viewable ads, which in turn produce digital ad campaigns that truly perform.”
You can find the full report from MediaBrix here.