to measure success in your video game advertising strategy

Video games are a huge industry in today’s digital age with millions of gamers worldwide. The industry is growing, and so does the competition between publishers and game developers to attract more players. Advertising is one of the ways they do this, as we’ve discussed. It can be difficult to measure the success of game ads.

This article is fifth in our series about why videogame advertising is such a big opportunity for brands in 2023. We’ll be discussing how to measure success in video game advertising.

Different types of video game ads

Before we get into the metrics that are used to measure success in video game ads, let’s first understand the various types of ads that are used in this industry. There are many types of videogame ads.

Pre-roll Ads: These ads are shown before a player starts playing a game. These ads can be skippepable or not-skippable, and typically last between 15-30 seconds.

Ingame Ads These ads can appear in the game and can take many forms such as billboards or product placements.

Mobile Ads These ads can appear in mobile games and could be banner ads or interstitial ads or rewarded video advertisements.

Measuring success

Let’s now discuss the different types of videogame ads.

Impressions

Impressions refer to the number of times a d has been displayed to potential viewers. You can get an idea of how popular your video game ads are by measuring impressions. Measuring impressions is crucial if you want to maximize exposure for your ad. This is especially useful for mobile and pre-roll ads.

Click-Through Rate

The click-through rate (CTR), measures how many impressions a ad gets divided by the number that it receives. Your CTR can be used to gauge how engaging your game ads are. Your ad copy may need to be rethought if your CTR is low. CTR is an important indicator for all types video game ads.

Conversion Rate

The conversion rate is the percentage of users who click on an advertisement and go on to complete a desired action such as downloading a video or making an in-game payment. In-game ads as well as mobile ads need to measure conversion rate. High conversion rates indicate that your videogame ad is driving users to take desired actions.

Cost per Click (CPC).

CPC (cost per click) is the cost for each click on an advertisement. This is especially useful for mobile ads as it gives you an estimate of the cost to get users to download a particular game. CPC is an important metric in video game ads. It allows you to track your advertising spend and ensure you get a good return.

Return on Ad Spend (ROAS).

The return on ad spending (ROAS), measures the amount of revenue from an advertisement campaign divided by its cost. ROAS can be used to determine how profitable your videogame ad campaign has been. Your ROAS may be low and you should rethink your targeting or creative. ROAS is an important indicator for all types video game ads.

Engagement rate

The engagement rate is the ratio of the number of interactions with an ad to the impressions. Interactions may include likes, shares and comments. An engagement rate is an indicator of how well your videogame ad resonates with viewers. High engagement rates indicate that your ad generates interest and sparks conversation.

View-through Rate (VTR).

The view-through rate (VTR), measures how many viewers have seen an advertisement in its entirety. VTR can be particularly helpful for pre-roll ads as it gives you an indication of how engaging your game ad was. VTR is a sign that your ads are being seen by more people and they are more likely to click on it. All types of video games ads should have a VTR.

Brand Lift

Brand lift is the effect of an advertisement on brand awareness and perception. Brand lift is important for video games ads. It can help you gauge how well your ad resonates with your target audience. You can measure brand lift through focus groups, surveys, and other market research methods.

Get the Best Rate

The play rate is the percentage of viewers that clicked on an in-game advertisement or engaged with it in any way. In-game ads should have a play rate to gauge how engaging they are with players. High play rates indicate that your ad generates interest and encourages interaction.

Completion Rate

The completion rate is the percentage of viewers that watched the entire video ad. Pre-roll ads should have a completion rate to gauge how engaging the ad is. High completion rates indicate that viewers are interested and more likely to act on your ads.

Brands should consider videogame ads.

Video game advertising is a great option for brands. The video game industry is one the most profitable and fastest growing industries in the world. A report by Newzoo shows that the global videogame market will generate more than $200 billion in revenue by 2023. Video game ads can reach large and engaged audiences, this means they are highly effective.

Second, video games are a loyal and diverse audience that is open to advertising. Nielsen has found that gamers are more inclined to buy products promoted within games. 44% of gamers reported that they had purchased a product because of an advertisement in-game.

Video game ads offer brands a unique, interactive way to connect with their customers. For example, in-game ads can include branded items, product placement or billboards within a game environment. Brands can incorporate their products and services into the game environment to create an immersive and memorable advertising experience.

Video game ads give brands the ability to target their audience precisely. Video game ads can target players based on their demographic, behavior, or location data. This allows brands to reach the right audience at a time that is most convenient for them, increasing conversions and engagement.

Your success is yours

Brands must measure the success of their video game ads to assess the effectiveness of their campaigns. Different types of video games ads require different metrics to measure success. These include impressions, CTR and conversion rate, CPC. ROAS, ROAS, ROAS, ROAS, engagement rates, VTR. brand lift, playrate, completion rate and brand lift. These metrics can be used by brands to gain insight into their campaigns’ success and to make adjustments to improve them.

Brands can engage with their audiences through video games ads. The industry’s growth, as well as the receptive nature that gamers have towards advertising, makes them a valuable addition in a brand’s marketing strategy. Video game ads are a great way for brands to reach large audiences with precise targeting and high engagement rates. Brands can measure the success of their video game ads to optimize and improve their campaigns and achieve their goals.

ICYMI, be sure to read the other articles in our series about why brands should create video game ads campaigns in 2023.

The post Leveling up your videogame ad strategy: A guide for measuring success originally appeared on Search Engine land.

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