Advertising – Social and mobile gaming ads are outperforming standard online ads, generating both higher average click-through rates and engagement levels than many online formats, according to a report released today by MediaBrix.
Social gaming has become one of the most engaging and popular activities across all screens—desktop, mobile, and tablet devices—the report found. Moreover, in-game ads appear to be an effective ad format across a variety of metrics.
The report compares the performance of social gaming ad campaigns—in all formats, including video, via desktop and mobile devices—with standard online and video advertising benchmarks published by eMarketer.
Below, findings from the first MediaBrix Social and Mobile Gaming Report, based on data for the second half of 2012.
Social and mobile gaming video ads generate an average CTR of 3%, roughly 30 times higher than the CTR of standard banner advertising campaigns (0.10%), Facebook ads (0.03% to 0.11%), and rich media banner ads (0.12%).
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