Brand Advertising Performance in Social and Mobile Games Spiked by 30% When Leveraging Emotional Targeting - Seite 2

Additional findings include:
The key finding on interaction rates from the report is that social and mobile gaming non-video interaction rates are 11.5% on the web and 10.0% on mobile. According to DoubleClick, rich media ads have a 3.3% average interaction rate, while eMarketer supplied data states that mobile HTML5 banners have an average interaction rate of 5.0%.

The key finding on video ad completion rates from the report is that social and mobile gaming value exchange ads see average video completion rates of 89.0% on the web and 83.1% on mobile. In comparison, video ad completion rates on average are roughly 58.0% according to DoubleClick, who defines this metric as "the number of times a video played to its completion."

The key finding on ad engagement rates from the report is that social and mobile gaming ads see engagement rates of 19.8% on the web and 15.8% on mobile, while in-game value exchange ads see engagement rates of 102.2% on the web and 91.4% on mobile devices. Facebook paid posts engagement rates vary depending on format, according to eMarketer supplied data supplied, while paid photos garner a 5.8% engagement rate and paid offers garner a 4.2% engagement rate.

The key finding on reward acceptance rates from the report is that rewards garner a 63.8% acceptance rate on the web and a 67.9% acceptance rate on mobile. Rewards are delivered to social and mobile game players during moments of "achievement," such as a new high score or a longest jump, that allows brands to reward players with a virtual good and leverage a positive emotional moment.

"While in-game ad performance already surpasses what standard digital and mobile ads can deliver to brand marketers, we're ecstatic to validate that emotional targeting deployed via Breakthrough Moments™ takes in-game advertising to an entirely different level," says Ari Brandt, CEO and Co-founder, MediaBrix.

"This is largely due to the fact that game players are driven by a deep well of emotions -- such as elation, nervousness and frustration -- when playing games. As a result, it offers brands a chance to target and connect with players at key moments when players experience such emotions and reach them with relevant, targeted messages. Plus, in-games ads offer brands 100% share of voice through 100% viewable ads that make true person-to-brand connections."