The Importance of Brand Safe Ad Tech in Gaming and Mobile Gaming Advertising

A Gameloft article recently noted that, “according to a 2019 Tapjoy study, 69 per cent of US consumers said they would rather give up social media apps or TV than lose their favorite mobile games.” This statistic highlights the deep connection and engagement that users have with mobile games.

That same Gameloft article also quoted a 2020 AdColony study which said, “‘as media plans are being adjusted to account for the massive increase in digital media consumption this year, a deeper understanding of the users and interests of mobile gamers is critical,’ said Ted Bouzakis, EVP of Research & Insights, DISQO.”

That study also noted that 82% of people overall say they would like to see relevant ads, while only half claimed brands are delivering on that desire. How do you deliver on that desire? Ad Tech.

As consumer behavior shifts towards spending more time playing mobile games, brands must navigate this dynamic environment while ensuring their ads align with the values of their target audience, while also being unintrusive. Ad tech firm Clear Code recently wrote about this very topic on their company blog saying, “the key to providing users with a seamless and undisruptive experience is engaging a development team with a software development kit (SDK) that was built with in the assistance of game development and AdTech experience and domain knowledge.”

As the popularity of mobile games continues to soar, marketers must leverage brand safe ad tech tools to ensure their ads are delivered in a manner that aligns with user preferences and maintains brand reputation.

Photo by Fotis Fotopoulos on Unsplash