In-Game audio advertising is set to become an increasingly important element of brand advertising in 2023 and beyond, thanks to the large and growing gamer audience, its advantages over traditional video ads, and other potential benefits. With modern tools and technologies, gamers can now receive targeted, personalized, and powerful audio messages directly.
With a global gamer audience of over 3 billion people (450 Million in India alone), the gaming industry has outstripped traditional media giants such as Netflix, Disney+, HBO, Hulu and ESPN in terms of reach and influence. This provides brands with an unrivaled opportunity to engage with a passionate and highly diverse audience that is open to brand messaging.
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In-Game audio advertising offers several distinct advantages over traditional video ads, which may be perceived as intrusive and irritating by gamers. On the contrary, audio ads are engaging, non-intrusive, and relevant to the gaming experience. Furthermore, these advertisements are brand safe since they run only on apps approved by store guidelines like Playstore or Appstore – thus minimizing any risk of association with inappropriate or controversial content.
Advantages
One major advantage of in-game audio advertising is its highly personalized and targeted nature. Thanks to machine learning and data analytics, brands can reach gamers based on their location, age, gender, interests, and gaming habits with messages that are pertinent and meaningful to them. This results in higher engagement rates, recall rates, and conversion rates than traditional video ads that don’t specifically target gamers.
Audio advertising provides gamers with a seamless and distraction-free gaming experience, unlike video ads which can interrupt the flow of the game and cause frustration. Furthermore, audio ads boast high completion rates (Listen Through Rates i.e. LTR above 90%) – even for 30-second creative – ensuring brands effectively deliver their message to gamers.
Another key advantage of in-game audio advertising is its capacity to penetrate gamers subconsciously, increasing top-of-mind awareness and helping brands build a lasting connection with the gaming experience. Furthermore, this type of media offers a broad reach; brands can engage with gamers across various platforms like mobile, desktop, or console gaming.
Finally, in-game audio advertising provides quantifiable results that give brands insight into the success of their advertising campaigns. Companies can monitor in real-time the performance of their audio ads – including reach, engagement and conversion rates – so they can optimize for maximum impact. Moreover, this form of media is cost-effectively priced to give brands a higher return on investment compared to other forms of advertising.
PayTunes programmatic advertising provides users with an optimal way to reach them through in-game digital audio ads, powered by advanced machine learning and data analytics technology. The PayTunes DSP can deliver approximately 600 Million in-game audio ads already. By eliminating overlap across publishers, PayTunes helps brands better engage their target audience, drive conversions, and save costs by reducing spillage.
In conclusion, in-game audio advertising will become an increasingly valuable part of brands’ marketing strategies for 2023 and beyond. With a large and growing gamer audience, the advantages of audio over traditional video ads, as well as advanced tools and technologies available to deliver targeted, personalized, and impactful audio messages to gamers, brands have an unprecedented chance to engage with an engaged and diverse group of consumers while driving results.
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