Gaming is now the fastest growing advertising channel. In-game advertising has quickly become the best way to reach the incredibly diverse and engaged global gaming community of more than 3.2 billion gamers.
Brands from every industry imaginable are now looking to in-game to boost their latest ad campaigns, but what do you need to know to get the most out of your investment?
Whether you’ve been working with in-game for a while or are thinking about launching your first foray into the wonderful world of gaming, here are Anzu’s top tips to help you get the most out of your next in-game ad campaign.
get creative
David Cage, founder of award-winning game development studio Quantic Dream once said, “I approach video games the same way I do theatre, filmmaking, poetry or painting. I wish more people would take that stance.”
Games are 3D masterpieces, often built over the years with dedicated teams of creatives and developers who are extremely passionate about their creations. This is important, especially when you consider what types of ads you want to bring into the game. Gaming is a fast-paced environment, so it’s essential to strike the right balance between an ad that complements the gameplay, but stands out enough for players to remember.
Paco Rabanne in-game ad campaign in Soul Dance Party
do not: use busy ads with lots of detail, low contrast, small text, and calls-to-actions (CTAs).
To do: Easily create creatives with large clear logos, limited text, and no CTAs.
It’s all about timing
Let’s face the facts. Players will not slow down their car during a race, pause as they walk down the street, or drop the ball to take a few minutes to view your ad. In-game video ads should be short and punchy, something that can grab the player’s attention so they can remember your brand.
The recommended six seconds gives the player enough time to watch the ad and take over the core message without distracting the player from his mission or goal. However, it’s important to experiment to see what works for your brand. Remember that most video game environments are not suitable for long passive video playback.
Vodafone in-game ad campaign in Trackmania
do not: show video ads longer than 30 seconds.
To do: use 6-15 second short videos to give you the highest value for money (VCR) and brand enhancement.
The power of storytelling
Game environments are different from 2D linear experiences, so you need to understand how players move and navigate around them. As players move through the game, they will often see your ad from different angles. Keeping your brand prominent and on-screen in your video ads ensures that the player can see it multiple times.
Long stories of multiple scenes with a build story and a brand reveal at the end usually don’t perform well in fast-paced game environments. Short, snappy and to the point with your logo/product/service on the screen as much as possible is the key to building brand awareness.
Cap’n Crunch in-game ad campaign in Gravity Rider Zero
do not: follow traditional storylines where it builds up, and the brand is revealed at the end.
To do: get your brand up and running early and everywhere.
Treat gaming like outdoors (OOH)
In-game ads are designed to complement and enhance the gameplay, and it’s all about building a brand through immersive ads that grab the player’s attention. Taking the player out of the game can disrupt the experience and often means the player is unlikely to return right away.
It might help to think about in-game ads like OOH. They can be used to build brand awareness, purchase intent and grab attention, unlike advertising on other digital channels whose success is often based on performance metrics such as clicks and installs.
do not: expect clicks/installations.
To do: measure brand impact and purchase intent for brand awareness campaigns.
The power of cross-platform play
There is also a growing trend of gamers playing on multiple platforms depending on where they are located. This was confirmed by research we conducted among gamers earlier this year.
For this reason, it’s essential that you work with an in-game advertising partner who understands the gaming landscape and can help you target the right audience for your campaign. You must ensure that the provider you use can serve in-game ads across multiple platforms, including titles for mobile devices, PCs, and consoles. Otherwise you will miss out on a large part of your target audience.
do not: target users on only one device.
To do: go cross platform.
Visibility is key
The industry has been working with ads in 2D environments for a long time, so naturally all existing standards and parameters are built for these environments. To help advertisers measure visibility in game environments, Anzu has built a proprietary 3D ad tracker. The data is also verified by Oracle and IAS, meaning brands can rest assured that their impressions are visible.
The industry is working hard to standardize visibility in games. That is why the MRC is working on new guidelines to ensure that visibility is counted correctly. Additionally, it’s also important for advertisers to measure how much exposure their ad placements are getting, as this helps them understand how effective their campaign has been in reaching players.
do not: buy non-visible impressions.
To do: make sure all in-game offerings you buy are visible.
Fighting Fraudsters
In-game Invalid Traffic (IVT) is very low – according to Human, Anzu’s IVT currently averages 0.35% because it is difficult for fraudsters to mirror a gamer. But as the dollars keep flowing, the fraudsters will inevitably follow. It’s important to partner with providers who can provide you with IVT rates and who work with trusted third-party authentication providers such as Oracle, IAS, and Human.
do not: buy traffic that has not been scanned using traffic quality checks.
To do: make sure your in-game traffic is scanned for fraud.
As an emerging medium, in-game advertising has its challenges, and some parameters have yet to be defined. However, this is rapidly changing and the upcoming MRC standards will give advertisers eager to invest in the space even more confidence. As we’ve seen, it’s extremely important to understand the format, environment, and success metrics for your campaigns. Advertisers should ensure that they work with a trusted partner to help them activate their in-game campaigns.
Go here to learn more about how Anzu can help.
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