DeltaDNA: Publishers Are Unsure of their In-Game Advertising Strategy

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A few days ago DeltaDNA released a survey about in-game advertising. The company collected responses from mobile game publishers about 11 questions and compiled a 25 page report showing the results and suggesting analysis for some of them. One of the most interesting findings is related to the confidence of game publishers in their in-game ads strategy.

In-game advertising is confusing many publishers

The report asks game makers to estimate how certain they are that they are taking the optimum appraoch about their in-game monetization. The results presented in the table below shows that most publishers are actually uncertain of their in-game ad strategy.

Chart visualizing the answer to the question - how certain are you that you are taking the optimum approach towards in-game advertising.
Image Credit: DeltaDNA

Publishers targeting casual players are less confident

The report later goes on and finds which publishers are more certain and which ones are less certain. It compares between different target audiences and finds that publishers who target casual players tends to be less confident about their in-game ads when compared to publishers who target mid-core and hard-core players. One way to explain this is that companies who target mid-core and hard-core players tend to have more resources and access to data.

Small publishers are unsure of in-game ads strategy

The report analyzes the confidence levels in small publishers vs. bigger publishers and finds that it is the smaller ones who are less confident. Small publishers usually don’t have access to premium advertising measurement tools such as SOOMLA Traceback.

 

If you want to gain more confidence and start being data driven about your in-game advertising. Check out SOOMLA Traceback – Ad LTV as a Service.

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Raised in the Kibbutz and reborn in the city, Yaniv is a certified entre-parent-neur. When he’s not busy doing SEO, content marketing, administration, QA, fund raising, customer support… [stop to breathe], you can find Yaniv snowboarding down the slopes of France and hiking with his kids. Yaniv holds a B.Sc. in Computer Science and Management from Tel Aviv University. He is also an avid blogger and a speaker at industry events. Before SOOMLA, Yaniv co-founded EyeView and INTENTClick.

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