游戏内置广告的好处

小贴士出版九游会

In-Game Mobile 做广告ments: 游戏内置广告的好处

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九游会

九游会
市场营销

今天九游会官网登录入口网页请来了优素福·拉米基, 出版九游会的销售, 在斯马托领导EMEA团队, 要了解最新的流行趋势: 游戏内置广告. See what makes publishers and marketers most excited about this innovative, user-friendly ad format.

九游会

九游会官网登录入口网页很高兴了解这种新格式! 在此之前,让九游会官网登录入口网页快速地恢复一下. Traditionally, what are some of the typical mobile gaming ad formats?

游戏应用中有多种广告形式. The most common are static banners, splash interstitials, rewarded ads, playable ads, and Native ads.

优素福R 'Miki
九游会

什么是手机游戏内置广告? AKA “in-game mobile advertising” or “Dynamic In-Game Advertising” (DIGA).

Mobile in-gaming advertising is an integrated native ad format that appears inside of the game’s environment.

Billboards inside the game are a very common example of in-gaming advertising. The billboard design makes it seem as native or organic as possible and makes it look like it is part of the environment (like product placement in movies).

手机游戏内置广告有两种类型:

静态的广告, which are basically fixed formats built into the game during its development. 动态游戏内置广告 on the other hand, is a strategically placed ad that can be updated in the future.

优素福R 'Miki
九游会

静态游戏内置广告的优点是什么? 有哪些挑战?

Since the static ads are directly programmed into the game, all users will be able to see the ad even without an internet connection. 然而,这些广告将永远留在游戏中. As a result, advertisers should make sure to choose brands that will remain relevant in the long run.

优素福R 'Miki
九游会

动态游戏内置广告的优点是什么?

Not only can dynamic in-game ads be updated at any moment, but also they allow for the usage of geo- and age- targeting in real time. These formats also give advertisers an opportunity to target audiences with seasonal content (i.e.,一部新电影在影院上映). Plus, there is an opportunity alter ad content depending on who is playing the game. It also lets publishers monetize the same space for different advertisers. 动态游戏内置广告需要网络连接.

动态游戏内置广告的例子
点击放大

优素福R 'Miki
九游会

什么是“广告游戏”?

Advergames are games created in collaboration with a company or any corporate entity to promote a specific brand product ( i.e: Pepsiman on PS1 or more recently, Wendy’s Smoky Shroom Sprint on both iOS and Android )

优素福R 'Miki
九游会

手机游戏内置广告的优势是什么?

Due to its unique format and fixed position within the game environment, 用户在这些广告上的曝光时间更长, 强化品牌意识.

Since these ads appear as part of the game, they are less disruptive. 因此, users will always be able to enjoy the content without any distracting and “out of place” ad popping up.

优素福R 'Miki
九游会

这种广告形式的独特之处是什么?

无论是静态的还是动态的, the in-gaming ad format revolves around smoothly blending inside the game while remaining realistic. Furthermore, this ad format is visible from many angles, improving brand awareness. 例如, 在足球比赛中, the ads that appear below the fans surrounding the field can not only be tailored to the gamer playing, 但也始终如一地从各个角度出现.

优素福R 'Miki
九游会

What types of ads can be most effective in the mobile in-gaming environment?

To take advantage of this the 游戏内置广告 format, advertisers should be aware where and when exactly these placements are going to appear for the users.

游戏类别(赛车, 休闲, sports open world…) will make the difference between having a long text vs. 一句话的广告. A distant billboard on a racing game could make less of an impact as the user races past, vs. a branded car they’re driving, which would be more front-and-center for the duration of the game. As a reminder: ad placement should make the ad visible, not distracting.

These brands should also focus on either awareness more than anything else and this is due to one of the main limitations in-gaming advertising faces: the lack of ad clickability.

优素福R 'Miki
九游会

有哪些挑战 with the in-game mobile ad format?

Of course, one challenge is that most of these ads are not clickable. However, they are great for building high-level brand awareness. 未来的技术可能会帮助这些广告变得可点击.

The biggest challenge with these unique formats is that they require additional technical resources to create. 出版九游会往往不得不依赖第三方供应九游会, 限制了他们的控制和创作自由, 在某种程度上.

This is not necessarily a challenge but something to keep in mind: contextual targeting is really important. In order to be effective, the type of ad should also fit inside the game context. 不仅在外观和感觉上,而且在内容上. 例如, 在恐怖游戏中, there should not be a flashy and cartoony ad that would break the user’s immersion in the gaming experience.

优素福R 'Miki
九游会

游戏内置广告是否需要第三方来制作? How can publishers take advantage of 游戏内置广告?

In-game advertising is usually offered by third party providers. The complexity of the format requires significant resources and the know-how of experts in the domain.

视乎开发资源, publishers may have to work with a third party to create in-game advertisements. Even still, publishers should consider in-gaming ad formats for their monetization strategy. This format can help publishers diversify their portfolio. Publishers create games without disruptive ads, which users will enjoy. 最后, it is all about having a balance of monetizing their inventory while keeping delivering a good user experience.

优素福R 'Miki

九游会提供了各种各样的游戏内库存. Our premium publishers offer a range of in-gaming placements for our advertisers. 对营销人员, 这种广告形式越来越受欢迎, and offers an opportunity to reach audiences in a creative way. 出版九游会, 游戏内置广告产生具有竞争性的ecpm, 高填充率, 这是一个新的盈利机会.

想了解更多信息,请联系九游会官网登录入口网页!

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游戏内置广告的好处 小贴士出版九游会

In-Game Mobile 做广告ments: 游戏内置广告的好处