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MediaBrix Benchmark Report First to Reveal Social and Mobile Gaming Advertising Dramatically Outperforms Standard Online Display and Video AdvertisingReport Includes Data From World's Largest Brands and Top Game Developers; Unveils Social and Mobile Gaming Advertising Performance Benchmarks for the First Time (February 28, 2013)
NEW YORK, NY -- (Marketwire) -- 02/28/13 -- MediaBrix, the leading social and mobile gaming advertising solution for brands, today unveiled the MediaBrix Social and Mobile Gaming Report. Over the past six months MediaBrix has compiled benchmark data, resulting in this report and analysis of the performance of social gaming advertising campaigns -- including both those on desktop and mobile -- as compared to standard online and video advertising benchmarks. It includes comparison of average click-through rates (CTRs), engagement rates and video ad completion rates. It also contains social and mobile gaming advertising benefits and best practices for brand marketers.
Key findings on CTR from the report include:
- Social and mobile gaming video ads see an average CTR of 3%, 30x higher than the CTR of standard banner advertising campaigns
- Social and mobile gaming value exchange ads -- where the users receive a reward for viewing the full ad -- see an average CTR of 11%, over 100x higher than the CTR of standard banner advertising campaigns
This is compared to benchmark data supplied by eMarketer for standard display and social media advertising campaigns:
- Average standard banner ads CTR is .10%
- Average rich media banner ads CTR is .12%
- Average Facebook ads CTR ranges from .03% to .11%
The key finding on ad engagement rates is that the average social and mobile gaming engagement rates are around 20%, the highest of the reported ad formats. By way of comparison, Facebook brand pages have an average engagement rate of .50% and pre-roll ads have engagement rates ranging from .7% to 3.64%, according to data supplied by eMarketer.
The key finding on video ad completion rates from the report is that the average social and mobile gaming value exchange video ad completion rate is 91%. In comparison, according to data supplied by eMarketer, the average video ad completion rate for ad networks is 68%.
"It comes as no surprise that social and mobile gaming advertising sees results 30-100 times better than standard online advertising campaigns," said Ari Brandt, CEO and Co-founder, MediaBrix. "This is largely due to the fact that people are driven by a deep well of positive emotions -- such as joy, excitement and brand affinity -- when playing social and mobile games. In-game ads offer marketers 100% share of voice through 100% viewable ads, which in turn produce digital ad campaigns that truly perform."
The MediaBrix Social and Mobile Gaming Report data was compiled for the time period July 1, 2012 to December 31, 2012 across social and mobile games. The benchmarks were calculated by averaging proprietary data collected from 100 social gaming advertising campaigns and over one billion impressions. The ad data was then compared to industry benchmarks supplied by eMarketer. Please note that social and mobile gaming performance rates and metrics may be higher or lower than the data included in the report depending on varying factors including intent, creative, media and other unforeseen factors.
MediaBrix (www.mediabrix.com) is the leading social and mobile gaming advertising solution for brands. The company unlocks scarce impressions at passionate moments within social and mobile games, such as celebration, rescue and rewards. This immersive approach to brand advertising delivers great results because the user understands the origin and intent of the message -- and ultimately appreciates the brand's participation. As a result, MediaBrix's advertising campaigns routinely see average video completion rates 84x the industry average, a 500% lift in brand awareness compared to online normative averages and engagement rates as much as 2000% higher than other forms of digital advertising. Hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and the world's largest game developers, such as King.com and Zynga, leverage the MediaBrix platform to provide user-friendly brand advertising experiences to more than 200 million people each month. MediaBrix is based in New York with offices in Los Angeles, San Francisco and Chicago.
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