Mobile augmented reality (AR) gaming is taking the world by storm. Since its launch in 2016, leading AR gaming app Pokémon Go has amassed an incredible 1 billion downloads, with gamers of all ages taking to the streets in search of Pikachus, Jigglypuffs and other characters from the popular animated show – who have just ‘gotta catch ‘em all’. Following this success, a flurry of new mobile AR games has hit our App stores.

It’s not just AR mobile gaming – the whole mobile gaming industry is growing. The onset of 5G will make this even more efficient, with faster data and download speeds, making mobile gaming more appealing to the growing billions of mobile users. 

In-app advertising 

There are huge opportunities for advertisers and performance marketers to get a slice of the action, and the most effective way for them to leverage this opportunity is through advertising in-app. This is fast becoming a popular choice for advertisers, and the in-app advertising marketing is estimated to hit $201 billion in 2021. However, there are various ways performance marketers can engage with players through this form of advertising. 

Playable ads anyone?

One way to target creatively is through playable ads. Don’t be fazed by the word ‘playable’ – this doesn’t mean they have to be ads for games. These interactive ads simply allow the user to trial the advertised app and explore its interface before making the decision to download it. Hotel Tonight, for example, has used playable ads to interactively engage with potential customers by showing them how to discover hotel deals through its app. This can work well, and playable ads are also an excellent way to combat ad fraud as they require a number of interactions and clicks, which can be difficult for bots to bypass. Make sure these ads are engaging and highlight your app’s best features; though this must also strike the right balance between displaying the benefits but leaving the user wanting more.

Rewarded video ads

As well as this, there are huge benefits in mobile video ads, especially if your brand is looking to target the younger demographic, such as Millennials and Gen Z. A study commissioned by Snapchat found that nearly two-thirds of this demographic watch short-form content weekly on mobile; whilst 40% watch it daily. 

One way to make this work for mobile gaming is through introducing these as rewarded video ads – allowing players to choose to play the advert in order to earn ‘coins’ or ‘energy’ within a game. Rewards give the player incentive to keep on playing, and also helps to create a positive brand association. You can further boost the quality of these ads by ensuring that the length is suitable for your target audience. For example, 54% of Gen Z consumers prefer six-second video ads so it is best to keep these short if you’re looking to target this demographic. Moreover, ensure the type of content you’re serving is right for the audience by personalising the ad and taking into account the individual interests of users. This will increase the chances of keeping gamers engaged. 

Gamified advertising 

Performance marketers can also utilise the buzz around mobile gaming by taking inspiration from the games themselves. Gamified advertising is a great way for consumers to engage with a brand and create a fun and playful experience. Mazda saw success through gamified advertising. The car brand’s Mazda2 Lightrider game allowed consumers to explore and interact with the car’s different features, beginning with a car ride, and then including an educational element, which ensured consumers gained a full understanding of the Mazda2 product. This was incredibly successful, with user replays reaching 78%.

These interactive branded gaming apps take mobile advertising to the next level, as consumers are no longer simply watching an ad, or playing within another app but are now interacting directly with the brand in its own game, creating a deeper and more direct connection between the brand and the consumer. 

There are a plethora of options for performance marketers who are looking to tap into the rising trend and engagement rates in mobile gaming. However, this depends on the type of audience and demographic the brand is targeting. Playable ads are a great way to reach the consumer and let them try the product before buying, but if you’re looking to reach younger audiences, short and rewardable video ads might be the preferred choice.

Gamified advertising takes the relationship between brand and consumer to the next level through its more direct and interactive approach. In our digital age, it’s not enough to simply place ads on platforms; brands must engage their audiences through immersive and interactive experiences – mobile gaming is, therefore, the perfect way for performance marketers to do this effectively.

The post How to ‘Catch ‘Em All’ With Mobile Gaming and In-App Advertising appeared first on PerformanceIN.

I think we can all agree last year was torrid for the tech industry, with increased concerns over data usage and consumer privacy in the spotlight thanks to scandals like Cambridge Analytica’s data breach. Alongside the subsequent increase in mobile ad blocking and the threat of tech taxations, there is a dramatic and sometimes bleak outlook for all corners of the industry. 

Despite this upheaval, investment in mobile advertising has continued to exceed analysts’ expectations, in large part driven by mobile’s versatility, convenience and the endless creative opportunities available for mobile browser and in-app advertising. And in keeping with the year just passed, 2019 is set to hold many challenges, but also giant leaps for many exciting technologies. So what are some of the exciting trends we’re keeping an eye on over 2019?

1. Full speed ahead

In the UK, EE is due to bring out the first 5G mobile connection across major cities by the summer. This will be followed by other major mobile networks, promising speeds of up to 20 times faster than 4G, making browsing online and streaming video a whole lot easier for consumers. In the short term, these increased speeds will provide plenty of opportunities for performance marketers wanting to test out innovative ways to reach consumers, from AR-enabled ad formats to ultra-high-definition creatives. 

In the longer term, the trusty mobile phone will arguably become the least exciting device in the world of mobile connected devices. The so-called ‘internet of things’ is frequently discussed, but with the advent of 5G more devices will be able to connect to the internet. This will enable marketers to obtain a far better understanding of the consumer across all the devices they use day-to-day, from voice-activated assistants to wearable devices. 

2. Augmented reality (AR)

With whispers of a new Niantic game release for Harry Potter – which will be replicating the same AR technology as its popular sibling Pokemon GO – 2019 will be another big year for AR. Prepare yourself for Potter fans everywhere wandering through the streets with their phones casting spells. 

There is a magic opportunity for performance marketers to tap into this new app – and they should be looking to develop innovative partnerships that add to the gaming experience through VR. This could include targeted money off vouchers and incentives based on completed levels, or relevant ad creative based on the location of the player.

It’s not just gaming where AR is taking off – advertisers across verticals are beginning to look towards AR to elevate their mobile initiatives in new ways. As a result, it’s not surprising that the projected value for augmented reality is staggering. Markets and Markets recently predicted that AR is set to be valued at $60.5 billion by 2023. More importantly, a whopping 77% of shoppers have reported an interest in using AR to shop products wherever possible, so this is certainly a trend to keep an eye on.

3. Insta shopping 

Many of our favourite social channels are morphing into digital shopping emporiums, offering lucrative opportunities for brands wishing to sell direct via the platforms. 2019 will be the year of “social commerce”, with Instagram introducing shopping features in its app this year, and Snapchat teaming up with Amazon to enable users to check and purchase products via its visual search tool.

The success of this will be chiefly driven by video advertising – in fact, 66% of ad impressions on Instagram are already the result of video content. Zenith predicts that online video advertising will grow by 18% a year between 2018 and 2021, twice as fast as other forms of internet display advertising, with targeted online video campaigns being the most effective form of global advertising over the next few years.

4. Personalisation in a world of GDPR 

You’d be hard pressed to have missed the GDPR legislation that came into force in the spring, and maintaining cut-through and convenience in targeted campaigns without becoming creepy will, therefore, continue to be a battle for marketers going into 2019. Consumers will still take themselves out of the reach of marketers, with research showing that they are choosing to adopt more privacy tools and opt-out settings. Yet many will still expect personalisation, with research from Salesforce showing that 62% of consumers expect companies to send personalised offers or discounts.

Meanwhile, following the Cambridge Analytica scandal, the government has said it will regulate the tech giants more heavily, and there is likely to be far more intense scrutiny of data collection throughout 2019. A key focus for marketers this year is to ensure they are committing themselves to fully transparent and compliant methods of data collection while using the data they can access to continue offering an excellent customer experience that is targeted and relevant, to deliver engaging ads. 

5. Exciting opportunities lie ahead

Above all, the future of advertising is a consumer-driven experience in which advertisers must anticipate changing needs. Brands that succeed will be those that continually innovate to find new ways to thrill and entertain their audiences and meet their needs while avoiding being intrusive. 

With so many exciting technological advancements and future trends in the new year, the mobile advertising ecosystem will be taking some huge leaps in 2019. But as the mobile world becomes increasingly familiar with these new formats and their potential, the competition will inevitably become stiffer.

The post Five Big Mobile Marketing Trends Set to Kick Off in 2019 appeared first on PerformanceIN.