Sometimes, Wednesdays can be pretty dull.
That’s why we’re back with the second part of our series, ‘The Ultimate Guide to In-Game Advertising’.
Last time, we discussed the differences between free to play and premium games and how both can be leveraged by advertisers who want to reach new audiences in new ways.
(To read the full article, click here for part one.)
It was quite exciting. But we couldn’t stop there.
Today, we’re going to talk more in-depth about why in-game advertising can be so affective, and we’re revealing some universal and actionable tips for how advertisers can reap the benefits of in-game advertising.
Let’s get started!
Why in-game advertising works
1. Reliability
Gaming is an industry that continues to show year-on-year growth.
As our technology evolves and new games are made to attract even wider audiences, even more of us will become #gamers in the future.
For advertisers, this means that the industry is a reliable one. Where other industries such as print advertising can have varying results, the gaming industry remains strong, and is therefore a good option for advertisers looking to let their brand shine.
(Plus, the more games that there are, the more opportunities are created for brands to leverage in-game ads in new and exciting ways!)
2. An International Approach
Most games are available worldwide – or, at least in multiple countries, and often across multiple continents.
For advertisers looking to expand to new regions and target multiple countries, without creating new campaigns for each new territory, in-game advertising can be the perfect solution.
3. Meet the customer directly
Whilst gaming, most users give their undivided attention to the game.
This gives brands the opportunity to grab their target audience’s attention in ways that are not quite as guaranteed when it comes to other advertising channels.
At the same time, gaming ads can be used to provide direct links to your product page, meaning that your target audience are encouraged to make a purchasing decision earlier, which research shows yields better results for brands.
Generally speaking, the more streamlined your purchasing journey, the more successful the campaign.
How do you run a successful in-game advertising campaign?
1. Research, research, research
With all campaigns, prior research is the number one key to your success.
Knowing where your target audience are, which games capture their attention the most, which in-game ad option is the best for your brand and which strategy will be the most optimal for reaching your individual brand goals is essential – and it all starts with getting to know the industry at large.
2. Connect
Getting to know industry and in-game terminology that members of your audience will also know is a huge step in the right direction.
It isn’t enough to meet them where they are, you also need to show your audience that you are on the same page, which can go a long way towards building brand trust.
After all, games are all about connection. Without doing the proper research, establishing a connection with your audience becomes much more difficult.
3. Have fun with it!
Games are about connection, but they’re also about creativity. People often turn to games for escapism, to enter another world that is simpler than our own.
So, why not get creative with your ads?
Stand out from your competitors with ads that use the format of in-game ads in unique ways. In doing so, you can leverage in-game ads and will be more likely to achieve your KPIs.
Will you be hopping on this growing trend?
If you’re looking to take your in-game ads to the next level or are wondering how they can work for your brand, get in touch us at One Day Agency.
