While more ad spend is still going into Television when compared to digital, recent research shows that time spent watching TV is slowly declining, while time spent on the latter keeps increasing. Therefore it makes more sense for brands to shift their ad spend into digital platforms. AdColony is one such company that is making a bold statement within the digital ad space by pushing for In-gaming app video advertising as a means to revolutionise marketing. Andrew Kramer, head of sales for Africa at Adcolony, explained: “Mobile offers an intimate screen, people do more on their phones, they are spending more time on them and the data points are getting smarter,” he said.
Statistics from Flurry, a mobile analytics, monetisation, and advertising company, shows that most smartphone traffic has moved to apprevealing a potential untapped niche within app arena. “Apps dominate in terms of time spent,” Kramer emphasised. “When you add Facebook, Twitter, WhatsApp and YouTube, you get to the same amount of time spent as games.” To further support his claim, Kramer said mobile games in all revenue streams last year “equalled global box office turnover of $40.6 billion. Facebook only did $26 billion turnover during the same period. It’s a serious market size that a lot of advertisers, through ignorance, haven’t tapped into”.
A recent Millward Brown study compared how users felt while playing on their mobile game apps versus when their were going through their social media apps. According to the study users were more focused, engaged, and happy while they were on their mobile game apps. “Social has become a very tumultuous space. Facebook is like a Carte Blanche newsfeed, it’s the Zuptas, Trump, Knysna burning. It’s a heavy place,” Kramer said. The study also analysed points where consumers were most receptive to video ads and mobile gaming topped the list.