Video ads in mobile games are on the rise
Video advertising in mobile games has been growing more prominent in recent years. Last year marked a major increase in the use of video ads in mobile games, according to AdColony, a leading video advertisement firm. The firm suggests that those playing mobile games watched more than 1 billion video through its platform since 2011. Video ads may be becoming an ideal way to engage consumers in mobile games, presenting a new dynamic to marketing to these consumers.
Video ads prove successful in 2012
Due to the interest consumers appear to have in video ads in their mobile games, AdColony reported a 565% increase in its revenues in 2012. Advertisers have been encouraged by the engagement they have seen through video ads in mobile games as well. AdColony claims that spending on video ads grew by 122% from 2011 to 2012. The company expects to continue seeing promising growth into the first quarter of 2013.
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Videos tailored to consumer interests are most successful
AdColony notes that one of the reasons video ads have become so successful is because its platform delivers videos that consumers actually want to see. Much of the marketing that can be found in mobile games is relatively random. The AdColony platform provides consumers with advertisements that they are likely to find interesting, based on the mobile games that they play. Advertisements that align with a consumer’s interest are more likely to be successful, especially when it comes to the gaming community, which is either staunchly opposed to in-game advertisements or very supportive of these advertisements.
Mobile games becoming a powerful marketing tool
Marketers are beginning to move away from traditional forms of advertising, focusing more on the mobile space and putting more emphasis on interactivity. Consumers are responding well to interactive marketing because it is something new. Video advertisements, in particular, have been receiving a great deal of support from consumers who are showing that they are willing to participate in these advertisements more so than in traditional marketing campaigns.