Welcome!

News Feed Item

Mobile Gamers Give Lowest Scores to Ads Shown at "Breaks" in the Action of Gameplay

MediaSpike Research Finds Ads at Breaks in Gameplay Are so Disliked That Gamers Prefer the Lowly Banner; Ads Integrating Brands Into Actual Gameplay Liked the Most

MOUNTAIN VIEW, CA--(Marketwired - July 23, 2014) -  Getting advertising right in mobile games is critical, not only for the gaming ecosystem, but for the mobile medium overall, since gaming is by far its number one activity. According to new research from MediaSpike, some of the most common approaches are not working, as mobile gamers give the lowest scores to ads shown at breaks in gameplay; even banner ads scored higher.

"Tapping mobile to reach target audiences is critical for today's marketers, and gaming represents the most promising frontier," said John McCrea, chief marketing officer of MediaSpike. "Unfortunately, this research shows that today's most common approaches, such as serving ads at breaks in gameplay, are missing the mark."

Ads shown at breaks in gameplay fared the worst in the research, with just 11 percent of respondents preferring this format and 36 percent declaring it their least preferred. Even the much-maligned ad banner ranked above ads at breaks, being preferred nearly 3-to-1 (29 percent to 11 percent). Indeed, mobile gamers reported they were twice as "likely to interact with" a banner ad (21 percent) compared to ads at breaks in gameplay (9 percent).

A format that does work for mobile gamers involves the integration of brands into the actual gameplay. Ad campaigns of this type were both most preferred (40 percent of respondents) and most likely to be interacted with (38 percent of those surveyed). In addition, when asked which would be the biggest factor determining whether an ad would be liked, the clear winner was when the ad doesn't interrupt the game or "feel" like an ad.

To view and/or download charts detailing the research results, visit: http://www.mediaspike.com/about/research/graphs

"While the research results may come as a surprise to some, they make intuitive sense," added MediaSpike's McCrea. "Gaming commands more intense focus than any other medium, making it really difficult to connect using conventional approaches. But the great news is that if you integrate a brand natively into actual gameplay, you create advertising that people see, interact with, and actually like."

MediaSpike, in partnership with Interpret, a leading consumer market research and consulting firm, in June assessed mobile gamers' opinions, reactions to and preferences around in-game advertising formats. The 200 male and female gamers aged 18-49 were recruited through online panels and had to own a smartphone and/or tablet and play games at least once a week on those devices.

About MediaSpike
MediaSpike is a gaming-focused mobile advertising company, created and led by gaming pioneers. The company's emotional branding platform dynamically places brands into the actual gameplay of mobile and social games with a collective reach of over 100 million people in a way that taps the strong positive emotions inherent to the medium. For more information, visit www.mediaspike.com or follow us on Twitter @mediaspike.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
With over 720 million Internet users and 40–50% CAGR, the Chinese Cloud Computing market has been booming. When talking about cloud computing, what are the Chinese users of cloud thinking about? What is the most powerful force that can push them to make the buying decision? How to tap into them? In his session at 18th Cloud Expo, Yu Hao, CEO and co-founder of SpeedyCloud, answered these questions and discussed the results of SpeedyCloud’s survey.
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Qosmos has announced new milestones in the detection of encrypted traffic and in protocol signature coverage. Qosmos latest software can accurately classify traffic encrypted with SSL/TLS (e.g., Google, Facebook, WhatsApp), P2P traffic (e.g., BitTorrent, MuTorrent, Vuze), and Skype, while preserving the privacy of communication content. These new classification techniques mean that traffic optimization, policy enforcement, and user experience are largely unaffected by encryption. In respect wit...
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...