5 reasons why native ads in mobile games are important for publishers
As developers, our first priority is always to make a game that people will love. Setting up the right distribution and user acquisition channels come second and is closely followed by ensuring high retention through continuous development and engagement. Once we’ve set up the first three and have a kickass game at hand that is played by hundreds of thousands of daily users, is when we think about our monetisation strategy.
At each of the first three stages, we practise enormous attention to detail focusing only on what is good for the users, but why do we lose focus when it finally comes to monetisation? Well, I realise with a very sluggish in-app market, we are left with no option but to try the old but proven systems of banners and interstitials, which end up corrupting our game experience; an experience we built so scrupulously. The result is a sharp decline in DAUs and an ever increasing array of negative feedback on our app wall. But over the years consumers have grown to ignore these ads as well and these formats have proven to be just as ineffective. So what now? Well, let me shed some light on the elixir of joy that we call native ads.
1. Native ads are in-game ads that seamlessly blend with the environment of the game. This ensures developers need not compromise on UI or game quality because of sloppy banners sticking out like sore thumbs from the side of the screen. Only a tiny fraction of mobile gamers are willing to go for a paid app upfront, and this reluctance doesn’t bode well for the publishers, given the importance of user acquisition for the success of any gaming app. Moreover, an even tinier fraction is willing to make in-app purchases, the constant push toward which can be irritating for the gamer. With these two rejected by the users, in-game advertising is the only plausible option.
2. Because traditional modes of monetisation via in-game advertising, namely non-incent banner ads, interstitials, and pre-roll video ads, are highly intrusive and destroy the user experience (statistically, 89% gamers find banner ads highly irritating), which may even drive the user away from the game. Moreover most click-throughs on banner ads, which is what the advertiser usually pays the publisher for, are accidental leading to a frustrated gamer. Even incentivised ads, which ask gamers to watch video ads in return for virtual game currency, disrupt the flow of the gaming experience, and hence are intrusive too.
3. Native ads further enhance the gamer’s experience by adding a sense of realism to the game. The ads are placed in the virtual estate in such a way which mimics the manner we encounter ads or brands in real life.
4. The realistic nature of native ads ensures they get higher attention and more screen time which in turn converts into higher brand retention for users. According to an IPG and Neilson study, consumers look at native ads 52% more frequently than banner ads. These ads show 9% higher lift for brand affinity and 18% for purchase intent.
5. What more? These ads even help boost retention. With the addition of new backgrounds, objects and incentives within the game due to brand introductions games avoid the monotony that otherwise games fall prey to.
So come and join this revolution with us at GreedyGame and help bring about a positive change to the way people interact with ads on mobile through native advertising. Visit our website www.greedygame.com or drop us an email at firstname.lastname@example.org if you’d like to know more about how these ads can benefit you.