Audio Ad Engagement in Mobile Games

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AudioMob
Audio Ad Engagement in Mobile Games.
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In this document we
share the key findings
from independent research
and testing commissioned
by AudioMob.
The research explores how consumers perceive
the monetisation of mobile games through
various existing advertising models such
as video and banner – and the new ‘in-game
audio ad’ format.
We have also provided a case study looking
at Warner Music Group’s use of the AudioMob
platform to promote a new single release,
and the impact audio ads had on that campaign.

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Why do the findings matter? In-game mobile ads provide an
opportunity for brands to connect with
a global mobile gaming audience of 2.8
billion players. As such, they allow games
to be published for free to consumers,
enabling game companies to monetise
by serving users ads in-game. While other
game monetisation models exist, such
as premium (the user paying upfront to
access the game) and in-app purchases
(where a free game lets players spend
real money on in-game items), advertising
has become a dominant and successful
form in the space. However, a players’
relationship with these ads – and their
perspectives on them – can significantly
impact how successful those games are
alongside a given ads’ reach and impact.
Free mobile games endeavour
to monetise by engaging and retaining
players. The more frequently players visit
a given game – and the longer the period
they have a relationship with that game,
stretching out for days, weeks or even
months – the more ads will be served
and viewed in total. That has a positive
impact on both brand reach and
game monetisation.
However, if ads frustrate or intrude
on players’ experiences, they can
push that user away from the game,
ending engagement and retention –
even developing potential negative
associations with a brand.
Video ads and visual banner ads are the
most established form in mobile games
– but in most cases by far those examples
prevent the user from playing while they
are served. While there are alternative
approaches – consider ‘in-play’ forms
where a video could be placed in context
within a game world (perhaps on
a video billboard placed in a game’s
world) – there can be challenges in
measuring engagement.
As such, audio ads present the potential
to lift monetisation and ad engagement
without interrupting gameplay, by running
in the background as a user plays.
The research detailed below was
conducted to explore the reality of
that potential. The findings provide an
independent perspective of mobile game
players’ attitudes on various forms of
in-game advertising, as well as their
opinions on audio.
Who is this report for? This report is for anyone looking to understand the latest developments and
opportunities around advertising to the global mobile gaming audience
– and particularly via the newly emerged in-game audio ad format. This research
will help advertisers, brand owners, marketers and others in related fields better,
understand the potential and suitability of audio ads to their campaigns – and as
such provides insight with regard to planning future campaigns. The report also
provides a general overview of the in-game ads landscape today.

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What is AudioMob? AudioMob lets brands connect with the global audience of highly engaged mobile
gamers, by offering a means to place audio ads in free-to-play mobile games.
The AudioMob format is the first of its kind and provides a powerful alternative to
conventional interruptive video ads. AudioMob’s non-intrusive audio ads let mobile
users continue to play a game as they engage with a brand.

Find out more at www.audiomob.com.
How was the
research conducted?
The findings shared here are based
on collaborations with third-party
organisations; market research and
data analytics firm YouGov surveyed
2,200 respondents on attitudes
to mobile game monetisation,
while digital assurance service
Go Live Test conducted thorough
focus group behavioural testing.
Additional insights are based on
real-world, working examples of the
deployment of AudioMob’s technology,
which went live in Q1 2020. This report
details the real impact of the audio ad
format, rather than projections
of potential.

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• Significant numbers of players listen
to music while gaming on mobile:
YouGov counted 61% in the case
of 18-to-24-year-olds, dipping down
to 49% for 24-to-34-year-olds.
Older players listen to music while
gaming in lower numbers, with 44%
of those aged 35-to-44 years old
doing so, compared to 34% of those
in the 45-to-54-year-old group.
It is worth noting here that younger
players currently make up a larger
proportion of the overall
mobile gaming audience.
• More users prefer audio ads
to video ads or IAP (In-App
Purchases): The YouGov
study revealed that while 18%
of mobile users prefer video ads
in games, 26% favour IAP, and 28%
see audio ads as their preferred
monetisation model.
• Most people prefer audio ads
to video ads in mobile games:
Go Live Test found that was the
case for 75% of mobile users.
The remaining 25% felt indifferent
to audio ads, indicating a higher
likelihood of adoption over resistance.
• All players continue to play
while hearing an audio ad:
With 100% of users studied by
Go Live Test continuing to play,
it is clear that audio ads do not
affect or deter gameplay.
• Every player that hears an audio ad
with a clickable banner recalls the
advertised brand. 100% of players
in the focus group assembled by
Go Live Test noticed the audio
banner ad on the screen, and all could
recall what was being advertised.
• A player clicks through on an
AudioMob ad once every 1.4
listens, demonstrating remarkable
engagement. That figure dwarfs
click-through rates seen with other
in-game mobile advertising options,
such as static banners, where CTRs
(Click Through Rate) of 0.08% are
more common.
Most people dislike
video ads in mobile
games: YouGov found
that 86% of UK adults
are not in favour
of seeing them.
Key Takeaways: Framing
the Audio Ad Opportunity:

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Video and banner ads have successfully
monetised numerous mobile games
over the years. But video ads present
a major challenge for game companies
and brands. In taking over the screen
of a phone to run, they block play. That
can frustrate players, causing negative
association with brands and games,
ultimately damaging user retention
within a mobile title. And lower retention
means lower monetisation. Traditional
banner ads in isolation, meanwhile,
are less intrusive, but have limited
engagement. Audio ads, meanwhile
deliver brand impact without
interrupting play.
The following feedback captured from
the Go Live Test focus group validation
presents common responses and
reactions to audio and video ads in
mobile games.
Why not traditional ads? • Responses to audio ads: When asked
why he preferred audio ads to video
ads, a male user said: “because you
can continue what you’re doing,
you still hear the ad but there’s no
disruption to the game.”
• Clickable audio banners and ad
recall: Here a small interactive visual
element is displayed alongside
an audio ad. Users consistently
know that they can interact with
the companion banner ad; 100% of
players in the Go Live Test focus
group noticed the banner ad on
screen and could recall what was
being advertised.
• Video ads: When asked whether they
clicked on the screen while a video
ad was playing, a male user said “I
clicked to sort of see how long the
time was until it went down, I always
try to skip ads.”
see audio ads as their
preferred monetisation
model.
28
%
100
A
of players in the Go Live Test
focus group noticed the banner
ad on screen and could recall
what was being advertised.

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The aim was that WMG could reach more potential customers aged 18-to-30 years old
in the US; particularly those in the New York, Los Angeles, Chicago and Miami regions.
WMG opted to go with audio ads supported with a small interactive visual banner that
could take users to a landing page for the single, targeting devices with their audio
detected as being on. That effort delivered the following results at 10 days.
Case study:
Warner Music Group
Warner Music Group (WMG) selected
AudioMob to promote Joel Corry and
MNEK’s new single Head & Heart to
mobile game players.
$0.34
Cost per click
12 %
Closed / muted ads
75 % +
Ad completion (with adss kippable) 32%
(Industry standard skippable ads completion 4% – 8%)
1.8 %
Bounce rate on destination page
(Avg. bounce rate 40% – 60%, with 20% traditionally
considered as positive)
1.78 %
Average CTR (approx. 1,000% increase)Traditional banner ad standard CTR = 0.01% – 0.3%
The results speak for themselves. A 1000%+ increase in CTR over
traditional banner ads is significant. We were also able to optimise the
ad after the campaign started, further leveling up its impact. A towering
CTR, impressive ad completion rate and minimal bounce rate offers
a connection with those 2.5 billion engaged users few other options
can demonstrably prove. To learn more about the Warner Music Group
project, you can check out the case study here.
AudioMob’s time serving game developers and brands have confirmed
our belief in the power and impact of the concept of an audio ad
platform. Along with Warner Music Group, Sony, Ministry of Sound and
FMCG brands have used AudioMob , while respected game developers
including Kwalee and 9th Impact have integrated AudioMob into their
games. If you are interested in learning more about our platform, are
considering using it to monetise your game or promote a brand, or if
you had anything to ask, we’d love to hear from you.
So please drop us a line at contact@audiomob.com .