If gaming apps are the most popular category in Amazon’s app store, why do in-game ads receive a relatively small percentage of mobile video ad dollars? Perhaps it’s due to the incorrect perception that male teens represent a dominant share of mobile gamers, according to this presentation.
In fact, 44% of mobile game players are older than 35, suggesting that gaming ads offer a potential opportunity for advertisers. However a key question remains: are in-game mobile ads effective?
To provide an answer Telaria and LRW conducted a study that investigated recepitvity and reactions to video ads within games played on mobile devices and compared the findings to the same measures for mobile ads in streaming TV programs. The results showed that mobile in-game video advertising performs similarly to TV/streaming mobile ads, a conclusion that may attract new advertisers: