New gaming ad format streams audio content during play

Aug 21, 2020 | Ad tech, Content marketing, Marketing through gaming, Mobile, Online advertising

New gaming ad format streams audio content during play
AudioMob has launched a ‘non-intrusive’ audio ad solution for mobile games that plays the advertiser message while the gamer is playing.

Rewarded video has been the dominant ad delivery method in mobile games. Users choose to watch a video ad in return for in-game items – perhaps a new playable character that might otherwise cost money. However, watching a video ad interrupts the playing experience.

Rewarded Audio gives the player the same rewards but runs in the background while a player continues to play, keeping users engaged and retained.

“Brands are looking to create better online ad experiences” said Christian Facey, CEO of AudioMob.“ Today’s consumer is more demanding and in gaming they see the advertising as a necessary evil that means they don’t have to pay for the premium games that they are playing or for the extra lives or level-ups or other rewards that they need to play those games for longer in a more enjoyable way.

Now, with Rewarded Audio ads we have turned a necessary evil into a necessary good. Players welcome the ads because they allow them to keep playing and advertisers love their ads to be welcomed. It’s a big win-win”.

Video games are expected to generate at least $159.3 billion in revenues through 2020. Mobile represents one of the most sophisticated sectors, where in-game advertising is the leading monetisation method for game publishers.

Most mobile games are now built from the ground up to enable efficient, impactful delivery of ads resulting in a $39.4 billion advertising spend in mobile games through 2020, serving the rich mix of demographics that make up those 2.6 billion players.

“We’ve always had faith in the power of audio to connect brands with highly relevant audiences, while keeping players happy and engaged, and creating better outcomes for brands,” said Ben Williams AudioMob‘s CRO. “Now that faith has been validated by advertisers including Amazon, Honda and McDonalds embracing audio, they’ve seen the power of audio reach relevant audiences, grab their attention and keep users coming back for more.”

AudioMob, the brainchild of ex-Google and Facebook alums, is built on a robust, reliable and relevant framework.
The AudioMob DSP provides advertisers with the tools they need to take complete control of the management of their audio campaigns. Advertisers have their own custom DSP, including a bidder to buy in-app gaming inventory at scale, and the option to overlay third-party data to create user segments and analytics.

Using OpenRTB standards, advertisers can control CPMs and budgets in real-time, with no minimum spend.

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