为什么游戏内置音频是广告商的“必玩”

Mobile gaming is fast becoming the go-to medium for brands and agencies looking to deliver incremental reach and create unique experiences that capture user attention.

但手机游戏一直存在. In 1994, Tetris was launched as the world's first ever game available on a mobile device, and in 1997 手机游戏 gained traction through the launch of Snake on Nokia devices. And in 2001, the seminal arcade game Space Invaders was launched on mobile.
 

手机游戏:历史

随着移动技术的发展，手机游戏也在不断发展. 苹果在2007年推出了触屏iPhone, 手机游戏世界彻底改变了, with the world's largest publisher such as Gameloft and EA creating the first versions of the games we love today, along with the explosion of 手机游戏 studios launching the now worlds’ favourite mobile games such as Angry Birds and Candy Crush.

到今天为止, 手机游戏占用户在移动设备上花费时间的11%, with over 3bn people around the world regularly playing games on their mobile device. 我只想说, 手机游戏 reaches a significantly larger and more diverse audience than it’s known for.

But similar to digital audio, there is still a significant gap between time spent and ad spend. 数字音频占媒体总消费的31%, 但只有9%的广告支出, 而手机游戏占据了手机用户11%的时间, 但只有4%的广告支出.

Now a number of new platforms are entering the space to support brands in utilising gaming as an effective marketing channel, delivering improved 工具 and services and educating the industry on the potential of the medium.
 

Audio & 手机游戏

Audio has played a key role in 手机游戏 since the medium first became popularised. 从游戏音效到配乐, 几十年来，音乐和手机游戏一直是流行文化的定义. Through in-game audio brands are now able to further enhance the gamer audio experience, 通过声音品牌和数字音频广告.

In-game audio is designed not only to open up the 手机游戏 audience to brand advertising and give brands a new opportunity to reach their audience, but delivers an improved gamer experience through its non-disruptive nature, 游戏期间服务. This allows brands to tap into moments of ‘active listening’ - unique high engagement through hands, eyes and ears being on-device at the time of the audio ad being served. 不像流媒体或播客, 数字音频主要是无屏幕的, 游戏中的音频提供了100%可见的音频机会. 为了让交易更甜蜜, 游戏内置音频是为了接受标准的数字音频创意, 让测试媒介变得简单. 

Whilst SDK-built in-game audio formats deliver a premium digital audio experience, 它也打开了高度规模化, 品牌广告受众多样化、优质化. And this is a known audience, the same that streams music and listens to 播客. 事实上, 47%的玩家每个月都会收听播客, 29%的人每天都听, 而平均水平是32%和15%, 分别. 关键的区别在于? 规模.
 

游戏内置音频的作用

游戏内置音频广告在音频生态系统中扮演着独特的角色. More than just another format, in-game audio ads deliver distinct value for advertisers.

鉴于其庞大的规模, 手机游戏 provides advertisers with incremental reach beyond what they can achieve through channels like streaming music, 播客, 甚至是社交媒体. Recent research finds that 21% of mobile gamers aren’t effectively reached by ads on social media. 另外, 游戏能够吸引各种不同类型的用户, 55%的手机游戏玩家是女性.

In-Game Audio provides awareness-oriented advertisers with higher engagement and measurability than other formats, especially SDK-delivered ads that can incorporate the Open Measurement SDK and therefore track viewability and audibility through accredited 3rd party measurement platforms. 案例研究 from multiple providers have shown meaningful brand lift and recall improvement when advertisers include in-game audio in their plans.

这要归功于手机游戏的“前倾”特性, In-game audio ads also provide performance advertisers with higher ROAS than many other formats. Mobile gamers have their eyes on the game for the entirety of these ads (as they are served during gameplay), which results in meaningfully higher CTR’s and cost-effective outcomes for brands.
 

为什么游戏内置音频是广告商的“必玩”

Perhaps most importantly for brands and agencies, getting started with in-game audio ads is easy. As long as advertisers already have 30 second (or shorter) creative, they can buy mobile in-game placements through major programmatic platforms or on a managed service basis from most SDK networks.

除了, 多亏了苹果和谷歌的商店年龄分级, 消费者保护, 以及SDK提供商批准或阻止特定游戏的能力, advertisers can ensure they are aligning their campaigns with brand safe and brand suitable content.

As the digital advertising ecosystem moves beyond cookies and into a world of AI-generated content, gaming remains a safe and positive ecosystem where brands can reach premium audiences at scale when they’re receptive to ad messages.