Marketing within apps and games is revolutionizing how marketers reach new consumers
Due to the continued innovation of the smart phone, mobile apps have become a huge part of the new media industry. In particular, mobile games have seen a big benefit from this rise in popularity, accounting for 5%, or $500 million, of U.S. gaming sales in 2009 alone. These new mediums have given marketers a whole new venue to reach its specific target audiences directly and engage them in a way they have never been able to before. There are many advantages to the use of mobile ads and we believe that they will become a very effective marketing method due to their specificity and diversity.
One advantage is the potential for massive exposure because there are now over 49 million smart phone users. Recent mobile phenomenon such as Angry Birds and Words With Friends has shown that it is possible for marketers to get millions of impressions from a single app or game. Compared to console games which feature less intrusive advertising, mobiles games offer more direct advertising in order to leave an impression on its audience. This new medium also allows for a wide range of creative possibilities because of advanced smartphone technologies such as touch screens and gyroscopes that result in more clicks. For example, Greystripe has shown that their interactive ads for Sony Pictures Home Entertainment increased overall product awareness by 19%. Advertisements can now be just as engaging and interactive as apps themselves which will leave a bigger impression on users. Aside from engagement and production, there are also significant advantages demographically.
Mobile ads allow marketers to more accurately and effectively target advertisements toward certain demographics. In general, smart phone users are a valuable demographic because they are generally between the ages of 18 and 35 and have a large steady income. However, ads can still be placed within many games or applications to reach many specific demographics, making marketers campaigns much more effective. Marketers also have the option of reaching selected demographics by creating ads for a specific app store. Android users tend to be younger than Apple users while Apple users tend to be wealthier and more educated. Finally, ads can be highly localized because of most smart phones built-in GPS capabilities. This makes them particularly useful for local businesses and companies looking to reach potential consumers in a new and captivating way.
Mobile ads are an exciting addition for marketers looking to publicize their products in new mediums. They offer a different level of diversity, creativity and engagement that is difficult to find in other marketing venues. With many companies redeveloping their digital strategies and embracing in app/game advertising, innovation is sure to continue and these ads will become a mainstay for marketers moving forward.