To attract mobile gamers, marketers primarily use playable ads. The Zoomd analytical company insists on this, which in the course of its latest research interviewed about two hundred UA specialists.
The study is called The State of User Acquisition Report 2021. So far it is only available in a retelling on VentureBeat. According to published data:
- 41% of respondents stated that playable advertising is the format they use the most;
- for 16% of respondents, the most used format is full—screen banners (interstials);
- 13% noted that they mainly use video when promoting;
- 10% of respondents most often resort to classic banners;
- 40% of marketers noted that Instagram Reels are used as one of the additional channels of attraction (along with banners, videos and stories).
Moreover, according to Zoomd, the popularity of playable advertising as a tool is growing. One of the reasons for the growth, analysts call the uncertainty of marketers in the current state of affairs in the market. It was caused by Apple‘s innovations concerning user privacy. Marketers are trying to compensate for the difficulties that have arisen when targeting the target gaming audience with the help of playable advertising, primarily focused on the conversion of gaming users.
By the way, Apple’s new policy also forces UA specialists to turn to more channels and tools in general. The experts interviewed today give special preference to Snapchat and Apple Search Ads. They are in higher priority than any advertising networks and DSPs.
Zoomd conducted the survey at the end of June. At that time, the majority of marketers surveyed had not implemented changes related to Apple’s rejection of IDFA. Someone is planning to implement them or is already testing them, but most have taken a wait-and-see attitude in the hope that colleagues will suggest a compromise solution. Some specialists simply redistributed budgets in favor of Android.