Mobile, video and programmatic advertising are growing rapidly, and marketers are looking to use new channels and technologies to get the most out of each media campaign.
As marketers buy programmatic ads across multiple platforms, advertisers need to reach out and engage with their users across these different channels at every stage of the consumer?s journey.
This is especially true in the mobile gaming market, where gaming apps are bountiful, highly competitive and carry high churn rates.
Mobile gaming is a hotbed for advertisers
The mobile game market is exploding, with hundreds of thousands of new game applications made available each year, and in 2016, they will generate more revenue than console or PC games for the first time ever. Not surprisingly, the advertising market for video games is also growing at a rapid pace–especially with the rising popularity of new mobile ad formats for native, social media and in-app games.
Yet if you were to ask game-makers in 2015 how they attracted users, the common answer would have been television advertising–and that medium is still a force today. According to iSpot.tv, game developers spent an estimated $52.8 million on TV ads in September 2016, almost double the $27.2 million spent just one month prior–the bulk of which was spent by mobile gaming brands.
TV ads are clearly still relevant, but they?re only a small piece of the puzzle.
Traditional TV ads just don?t cut it
While game developers continue to spend...