Dive Brief:
- Tapjoy Inc., a service that connects mobile advertisers with game
developers, and measurement provider Moat Inc. are working together to
produce viewership data on mobile video ads. Tapjoy helps marketers reach
audiences with in-app ads that offer rewards to consumers for watching and
responding to video commercials.
- Tapjoy’s in-app video ads delivered 98% viewability and 81%
completion rates during the first three months of this year, the company said in a statement. Its
software is embedded in about 15,000 mobile apps and reaches 520 million
active users a month.
- Moat, which provides analytics for advertisers, was bought last
month by database giant Oracle Corp. and rolled into its Oracle Data
Cloud, which caters to the media industry with data and analysis. Moat’s
customers include ESPN, Facebook, Procter & Gamble, Snapchat, Unilever
and YouTube.
Dive
Insight:
As with any advertising medium, measurement is a critical
component of determining whether ad budgets are being spent effectively. As mobile ad blockers seek to confound marketers,
they are considering the ways they can reach a target audience with a variety
of measures, including in-app rewards. For gaming apps, those rewards can
include points toward premium features, virtual currency, bonus levels or
upgrades. For brands, sponsoring rewards in gaming apps can be a way to get in
front of a mobile audience that acknowledges ads as an interruption and builds
in a value exchange for users' time.
Tapjoy has produced research about the engagement of
mobile gamers, including a study this year that gamers say they feel more
focused, happier and more engaged on gaming apps than on social networking
apps. Consumers are 2.4x more likely to feel bored on social apps than gaming
apps, and 60% more likely to feel stressed, its study found.
The positive sentiment toward mobile games doesn’t
necessarily translate into warm and fuzzy feelings about advertising, though.
About 60% of smartphone users defined a positive experience as one where the
mobile ad wasn’t disruptive, according to a study this year by Forrester Research. In
that case, marketers need to consider how in-app rewards enhance the user
experience instead of detracting from it.
#MobileMarketing #Application
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