In-Game Mobile Ad Engagement More Than 3x Other Mobile Apps

Posted on July 12th, 2018

High Click-Through Is a Strong Signal of Success of Rewarded Ads Reports Smaato

(San Francisco, CA) July 12, 2018 – Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today announced research revealing that January 1 through May 31 2018, in-game click-through rates were 3.4 above the average, a strong signal that the rewarded video advertising prevalent in games garners high engagement from consumers.

“In the past, high click-through rates would cause concern among brands, but with in-game mobile advertising, this metric is a very clear indicator that consumers are willingly participating with advertising even if it interrupts game play, which is a very positive sign for brands,” said Gareth Noonan, General Manager Americas at Smaato.

In a new white paper, Smaato also reports that advertisers of in-game advertising is now evenly spread across brand verticals, showing that acceptance of novel ad types like rewarded video is becoming mainstream.

  • 21% of in-game advertisers are retail brands
  • 17% of in-game advertisers are automotive brands
  • 16% of in-game advertisers are non-gaming publishers and media brands
  • 10% of in-game advertisers are for other games

“Mobile gaming offers some of the most high-growth, high-engagement inventory for brands with the added ability to deliver interactivity and innovative creative,” said Noonan. “We believe that more brands will start to view in-app game inventory as premium as any long-form video with similar levels of engagement.”

eMarketer reports that there are over two billion mobile gamers worldwide, which means that people of all demographics can be found in gaming apps. Moreover, the average smartphone user spends 55 minutes per day playing mobile games. This gap between consumer engagement and ad spending represents a huge opportunity for brands to get noticed, and advertisers can no longer underestimate the power and importance of this engrossing medium.

To download the white paper about in-game mobile advertising, click here.