AudioMob, the company that bridges the gap between audio and mobile opportunities through non-intrusive ads, released new research investigating the real impact of audio ads on mobile gamers today.
61% of 18 to 24-year-olds who currently make up a vast majority of gaming audiences listen to music whilst gaming. This drops to just below half (49%) for 24-to-34-year-olds and 44% of 35-to-44 years. Even for adults 45-to-54-years old, music is still very popular as 34% engage with music, artists, and bands whilst gaming.
Though 75% of consumers prefer to have audio ads within their gaming experiences, other findings detailed that 18% of mobile users prefer video ads in games while 26% favor IAP.
Video and banner ads have successfully monetized numerous mobile games over the years.
However, video ads present a major challenge for game companies and brands. Intrusive mobile ads frustrate players by taking over the device screen and blocking gameplay. The interruption causes negative associations with brands and games which ultimately reduces user retention within a mobile title.
Audio ads have allowed for significant increases in click-through rates of more than 1000% over traditional banner ads. Engagement levels have been impressive alongside high ad completion rates and minimal bounce rates. Gaming offers a connection with more than 2.5 billion engaged users and there are few alternatives reaching these unprecedented levels.
Christian Facey, CEO and Co-founder of AudioMob says:
“Having consumers that are willing to engage with ads is always important but the audio is a format that really enables more cut-through and retention. This format has seen more long-term engagement with brands, artists, and musicians than ever before. Allowing people to dually participate in activities and audio is becoming necessary in building long-standing relationships.”
You can click here to download the whitepaper for full research results by Christian Facey.
AudioMob is the brainchild of ex-Google and Facebook alums Christian Facey and Wilfrid Obeng and is backed by some of the savviest investors in the industry. It is the first company in the world to offer a holistic in-game audio ad solution welcomed by the games and advertising industries alike.
The platform enables advertisers to unlock and target vast and relevant audiences, delivering unrivaled CTR and engagement. At the same time, audio ads bring game developers and publishers powerful monetization, while extending retention and lifetime value thanks to the format’s non-intrusive nature. For the first time, gamers can enjoy their gaming experiences and their ad experiences at the same time. Facey and Obeng were in 2021 listed on the Forbes 30 Under 30 for Media and Marketing, Europe.