A new study by MediaBrix reveals that advertisers receive engagement rates of around 20% (on average) from social and mobile gaming ads – much higher than engagement rates for Facebook brand pages or pre-roll online video ads. According to MediaBrix, the study is the first to reveal that “social and mobile gaming advertising dramatically outperforms standard online display and video advertising.”
A few highlights from the MediaBrix Social and Mobile Gaming Report:
- social and mobile gaming video ads have an average CTR of 3%, 30x higher than the CTR of standard banner advertising campaigns
- social and mobile gaming value exchange ads (users receive a reward for viewing the full ad) see an average CTR of 11%, over 100x higher than the CTR of standard banner advertising campaigns
- social and mobile gaming video ads have a 91% completion rate; the average video ad completion rate for ad networks is 68%
“It comes as no surprise that social and mobile gaming advertising sees results 30 to 100 times better than standard online advertising campaigns,” says Ari Brandt, CEO and co-founder, MediaBrix. “In-game ads offer marketers 100 percent share of voice through 100 percent viewable ads.”
According to ClickZ, MediaBrix’s study is the first to fully examine the world of social and mobile gaming ads. Data was collected from over 100 social gaming campaigns and over 100 billion impressions over a six month time period, from July to December 2012.