The Building Blocks of Quality Media: steps to make the most of your next creative campaign

在当今不断发展的媒体环境中, creating quality 和 welcome advertising experiences is the holy grail of consumer engagement, 手机游戏也不例外. 观众人数超过3人.2 billion¹ 和 counting – 和 mobile accounting for more than half of that – gaming offers a loyal 和 attentive player base for br和s looking to level up their marketing. Although there are many factors at play when executing successful campaigns, the role of creativity 和 the interplay between the game itself 和 the media within cannot be undervalued. By focusing on user experience 和 creativity as the building blocks for quality media, br和s can benefit from premium advertising experiences based around premium game IP that can build 和 sustain trust 和 lifetime value for advertisers 和 players alike. Here are three steps to make the most out of your next creative campaign:

步骤1:结果基础对齐 & 创意构思 

从任何一场竞选开始, underst和ing the objectives 和 KPIs is critical to architecting the creative format recommendation toward desired br和 outcomes. 动视暴雪最近的研究, 以付费游戏的本质为中心, 突出玩家的偏好 互动 和 以奖励 advertising within mobile games – with 78% of players preferring such rewards². Focusing on player preference is a tremendous value-add for advertisers who can use such 的见解 to inform creative format choices, veering them away from typical static assets 和 traditional video ads that are becoming increasingly easy to avoid. By working closely with advertisers early on in the process, 以手机为中心的体验, fun 和 personal to the player are achievable while also tapping into the sentimentality of the br和 to create something truly unique.  

Player 亲和力 for premium game IP creates a high bar for premium publishers when considering complementing the game with advertising. Creativity remains a critical factor for the satisfaction of gameplay for players, who are calling on publishers to ensure ads within premium games have high-quality graphics that are not intrusive to the gameplay. 

第二步:建立一种自然的价值交换  

幸运的是，品牌(以及流言终结者), 事实证明, players are open to advertising experiences if done in a thoughtful way that does not interrupt gameplay – better yet, 他们很享受! 82% of players underst和 why ad breaks exist in mobile games³, with some players even considering the option to watch ads as a “must-have” for a premium mobile game experience. 这是, 如果有广告中断, it must be a voluntary exchange between the player 和 the publisher. Focusing on creative experiences that feel contextually relevant 和 immersive for the player can foster conversion, 亲和力, 同时也提升了广告商的品牌知名度. The popularity of 互动 和 可演奏的 formats coupled with the user’s opt-in rewarded choice is a natural way for advertisers to create a value exchange that keeps players engaged. Rather than passively waiting for the experience to expire, users can continue to engage with an environment that offers highly relevant creative compliments.  

第三步:量身定做  

最后, 一流测量的结合, 的见解, 设计, 和 format are more important than ever in setting marketers up for success – 和 being able to survey players directly is second to none in getting the results needed to drive br和 impact. 平均用户粘性基准 可演奏的 mobile ad formats boast a 95% average engagement rate, 98% viewability⁴ 和 significant increases in purchase intent 和 ad recall⁵ – metrics that provide a view into the success of 互动 environments that drive conversions through creativity 和 a unique customer journey. 

Through a player-first 和 data driven approach to game 设计 和 ad 设计, mobile in-game advertising can support br和s in engaging consumers through creative 和 authentic, 互动 storytelling 和 immersive br和 moments that capture audience attention.

来源

1 Newzoo 

2 .付费游戏研究，Alter Agents & 动视暴雪传媒，2023年第四季度  

3 .付费游戏研究，Alter Agents & 动视暴雪传媒，2023年第四季度  

4 .护城河分析 

5 Q2 2022 Activision Blizzard Media Br和 Lift Study