AudioMob has found out how British gamers feel about advertising in mobile games. The vast majority of users stated that they do not like video ads. At the same time, they were not against creatives in the audio format.
AudioMob relied on data from the analytical company YouGov and the Go Live Test service. A total of 2,200 people participated in the study.
We have chosen the main thing:
- 86% of British adults do not like video ads in mobile games;
- 75% of gamers prefer to listen to audio ads during the game instead of watching commercials or banners;
- also, audio advertising was more often called the preferred method of monetization in mobile games. It was chosen by 28% of respondents. Another 26% of people chose IAP (in—game purchases), and 18% of people chose video advertising;
- 100% of respondents continued to play even when listening to audio ads;
- in addition, 100% of gamers were able to correctly recall brands that used audio ads and interactive banners at the same time;
- according to AudioMob, the CTR of audio ads (Click-Through Rate, the indicator of the clickability of advertising) is on average 1000% higher than that of other ads. As an example, the service cited the promotion of the song Head & Heart by Joel Corry and MNEK in mobile games. While the CTR for traditional banners ranged from 0.01% to 0.3%, for audio ads it reached 1.78%;
- separately, AudioMob found out whether gamers listen to music at all while they play. Many — yes. This is done by 61% of Britons aged 18-24, 49% of Britons aged 24-34, 44% of Britons aged 34-44 and 34% of Britons aged 45-54.