10 tips for advertising success in video games – Spiceworks
Advertising in video games is a flourishing opportunity for brands, because they can take their offers to the most careful users based on the Internet. We have created an interesting video to help you understand how brands can benefit from their advertising efforts in video and mobile games.
** The number of active video players around the world will reach 2.471 billion by the end of 2019, which is slightly lower than the number of social media users. ** This substantial piece of active and dedicated internet + smartphones naturally attracts brands, because they see a lucrative advertising path, with a careful audience base.
If you have not yet started using advertising in video and mobile games, here are ten tips that will help you start.
1. Do you understand the public
** Knowing the geographical, behavioral and demographic characteristics of the target audience establishes the basis of your advertising. This information can help you figure out what types of games your target audience plays. ** For example, if your target audience is made up of men with a technological experience in the 18-25-year-old group, broadcasting your ads to shooter games in the first person (FPS) is often a safe bet.
There could be a slow increase in campaign analysis, because your ads can also be seen by a completely different audience, due to the broad call of video games. The key is to keep adjusting your audience until you get favorable results.
2. Know the business model of the game
The advertisements are used primarily in two types of games, that is:
- Freemium games: Video games that are free to play but you have to pay to use additional features
- Free games to play (F2P): Games that are essentially free but with strong promotion of advertisements to generate income
Knowing the income generation flow will help marketers plan advertising. For example, Freemium Games can prevent users a little with advertisements in the hope of users, finally, to the premium version to benefit from without ad experiences, while the F2P games are more careful due to the high competition in the F2P niche.
Therefore, you know what type of game you are targeting so you can manage and change your advertising and frequency.
3. Choose more announcement networks
When your target audience is dispersed on a wide range of features, it is rare for an ad network to meet all requirements. An intelligent choice is to work with different ads of ads dealing with different segments of your audience.
This may sound like a lot of work, because you have to evaluate different parameters and choose ad networks, but you can automate this activity through a mediation platform ad.
AD mediation platforms help advertising agents to achieve the optimal efficient costs on miles (ECPM), showing ads to the suitable ad network based on the preferences set by the advertising agent.
Find out more: Renewal of contextual advertising
4. Do not ruin the play experience
No player would appreciate that he was interrupted by a full screen announcement during the game. Your marketer/advertising goal is to identify precise cases where ads will be displayed without being upset.
** If you intend to perform interstitial or video ads, it is wise to run them during natural breaks, such as completing the level, loading the screens, etc. of the game for minimum interruption. **
5. Customize creative assets
If you consider the use of static, dynamic or native advertisements, the most important thing to make sure your ads are matching the form of video game. Due to the similarities of the platform, marketers often reuse the same design for several display ads.
It is often not the case with video games. Your ads should not disrupt the games of the game. Instead, it should be combined with the general user interface (IU). To improve ads clicks, design personalized graphics for each ad game or network.
6. Do not force users to leave the game
Another way to provide a good user experience (UX) is to make sure that the player is not taken out of the game after clicking your ads. Removing their game has a direct impact on the game and causes upset, especially if the user has accidentally clicking on your ad.
Therefore, you strive to transmit all the information through the announcement, without asking the user to leave the game and, if he must, ask for permission first.
Learn more: Data, dynamic and dynamic: Welcome to the new display of the display
7. Frequency coverage experiment
Frequency capture limits the number of times a user sees the announcement. If you do not show your ads often, users will be difficult to set the brand’s recall. On the other hand, if you overcome excessively, the law of decays of diminution will be hit due to advertising fatigue. As users grow desensitized at your ads, your commercials will have a smaller impact.
Experiment with frequency coverage depending on the day, week or month to identify the most effective slots in which you start to generate a justifiable return of advertising (ROAS) without stopping your audience.
8. Consider the impact of banner noise
While we are on the topic of desensitization, let’s talk about the noise of the banner or the blindness of the ads.
The user’s behavior evolves at the level where he gets used to ads. This caused users to ignore the case or, without knowing, banner ads. This behavior can be observed in pro-gamers who are aware of each angle and raw of the game.
So, if you see a sudden decrease in the engagement, you must consider and evaluate the possibility of blinding the banner.
9. Consider the ad blockers
The use of announcement blockers is increasing between end users and is a major cause of concern for publishers and advertising agents.
While larger brands can invest in Advergaming to fight ads, not every business has the necessary financing to create their own games.
** Although the ad blockers have not yet affected the video games to a large extent, broadcast ads that do not interrupt the game and benefit users in a way. **
Learn more: 3 tips for executing a Mobile Successful Successful Advertising Campaign
10. Bank for rewarded video ads
Benefits could be in the form of rewards. Rewarded video ads can enhance your advertising efforts. Rewarded video ads offer value to users to watch a video instead. This can be widely observed in Freemium games if users are not willing to pay to buy inventory (such as coins or power-up), they can watch a reward video ad.
Rewarded video ads bring more involvement, because the user willingly follows the announcement, and if the announcement draws their attention, it leads to an action (such as clicks or installing applications).
Closing your thoughts
You have it there: you understand the public, the business model, the ads and you create advertisements that fall into the game environment without preventing the play experience.
We hope these tips will help you get the maximum of your advertising efforts in video games. Like any marketing or advertising activity, there is no silver bullet to ensure the guaranteed results. Continue iterate -va to find strategies and tactics that work best for you.
What advertising tactics have worked for you in the past? Let’s start Facebook, Twitter or LinkedIn. We always listen!
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