News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Survey: Gamers don't want interruptions
Don't distract the gamers. That is the takeaway from a new MediaSpike report which found a majority of mobile gamers find that ads served during game breaks are distracting - and unwanted. According to the research even display ads fared better than ads served during these breaks.
If you want to engage gamers, don't try it during game breaks. Not even those 'natural' stopping points. According to new research ads served during game breaks were the least likely to result in customer interactions.
Some interesting takeaways from the MediaSpike report include:
• 36% say ads shown during game breaks were 'least preferred'
• 11% say they 'prefer' game break ads
• 21% say they're 'likely to interact' with banner ads
• 9% say they're 'likely to interact' with game break ads
"Tapping mobile to reach target audiences is critical for today's marketers, and gaming represents the most promising frontier. Unfortunately, this research shows that today's most common approaches, such as serving ads at breaks in gameplay, are missing the mark." said John McCrea, chief marketing officer of MediaSpike. "While the research results may come as a surprise to some, they make intuitive sense. Gaming commands more intense focus than any other medium, making it really difficult to connect using conventional approaches. But the great news is that if you integrate a brand natively into actual gameplay, you create advertising that people see, interact with, and actually like."
Where should brands serve ads to mobile gamers? In the game, believe it or not. MediaSpike's research found campaigns that are integrated within the game were both 'most preferred' (40%) and 'most likely to be interacted with' (38%).
Image via Shutterstock
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
- Top 3 tips to improve travel loyalty programs
- New Realeyes' research links emotional response to sales impact
- Coalition for Better Ads releases new guidance to curb consumer annoyance with ads
- Instagram's focus on business tools attracts SMB advertisers
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...