Despite its immense size and seemingly never-ending capacity for growth, the gaming industry continues to be plagued by a persistent problem. With its splintered platforms and youthful customer base, gaming companies are constantly searching to expand revenues that have historically sprang from a very small segment of its overall consumers.
This, of course, has posed problems to advertisers within the industry as they try to expand their reach and, ultimately, their sales. Fortunately for both advertisers and gaming companies, significant advancements in automated advertising technologies can maximize the impact a message has on a targeted customer base, optimizing efficiency for their ad spend and getting the most out of the advertising budget.
Automation Is No Longer a Distant Dream
Automated marketing is already prevalent across advertising in all industries, gaming included. At its essence, automation uses advertiser input and consumer data to find the ideal combination of message, channel and timing. It removes the often tedious procedures that have historically drained budgets by automating the process, utilizing various incarnations of AI processing to match message to audience across ad bidding.
Fishing With the Right Size Net
With a huge market but small revenue base, the gaming industry is particularly dependent on targeted messaging that is specific to individual gamers or, at the very least, small groups of gamers. In that respect, applying a broad-based advertising strategy is inherently inefficient since ads intended to capture large segments of the user base will likely only appeal to a fraction of it.
In other words, maximizing efficiency of an advertising message by tailoring it to the specific tastes and interests of individual gamers or groups is absolutely crucial in stretching the ad spend. Advertising to a large swath of potential customers is an inherently inefficient way of going about it, much like using a giant net to search for a small school of fish. Advertisers are much better served using a greater number of smaller, more specific nets.
To that point, advancements in automated advertising are an ideal fit for a gaming industry that has previously been reliant on the inefficient, larger net model. By automating their advertising efforts, consumer data regarding particular interests can power the message, providing it with targeted precision and timing to maximize its impact and ability to convert to sales. It's a marriage of ad specifics and bidding that lends ads the highest possible degree of influence and engagement.
By employing an automated approach, advertisers are also simultaneously gathering further information to keep the campaigns immediate and well-informed, allowing them to adjust tone, content and timing to increase the precision of their already honed message. For the gaming industry, automation can customize the advertising to individual gamers and devices, allowing them to extract as much conversion as possible from a shallow pool of revenue-generating users.
Automation Is Already In Play Throughout Gaming Ads
Of course, the shallow pool of conversion isn't to say that revenues from gaming ads are small. In fact, given the immensity of the market itself, conversion to sales is still quite robust but could be much higher with greater efficiency in ad spend. In that light, there are already some industry examples of advertisers using automated technologies to infuse their efforts with the higher levels of efficiency and effectiveness that the industry craves, particularly in the mobile gaming market.
In the effort to automate and monetize mobile gaming platforms, there is no bigger name than Tapjoy. With its innovative solutions to help app developers maximize ad revenue, particularly in the freemium mobile game space, Tapjoy utilizes automation technology to provide the process a streamlined solution.
Although Tapjoy uses marketing automation tools in a variety of ways, their integrated push notification services represent the essence of their suite of services. By gathering user data, Tapjoy uses push notifications for basic advertising as well as in-game purchases. Given the disposal nature of the mobile app market, especially games, users tend to be extremely fickle with their choice of games as well as the consistency of use.
To combat this, Tapjoy's platform can use push notifications even when a game has been inactive for a set amount of time. As long as the game is still installed on the device, push notifications continue to send advertisements and offers according to the app developer's specific guidelines. The entire process is completely automated, including the content and timing of the push notifications themselves, so all the developer needs to do is continue utilizing the Tapjoy platform to benefit from its services.
One of Tapjoy's biggest competitors, Chartboost, is another market maker in the automated gaming ad industry. With a similarly wide-ranging line of services, Chartboost's platform utilizes various forms of marketing automation to find optimal ad placements and timing to make the most out of ad spend.
One of Chartboost's most powerful services is the integration of video advertising as interstitials within mobile games. Leveraging the tremendous power of online video ads, Chartboost's platform automates the content and delivery of the video ads according to user-specific data collected by the app.
Vivid Games, one of their customers, used Chartboost's video automation platform when they moved their Real Boxing mobile game from premium to free-to-play, sacrificing the upfront sales in hopes of garnering further revenues through mobile advertising.
Realizing the freemium gaming market is notorious for its inability to generate significant ad revenue in par with market size, Vivid Games used Chartboost's video ad services to try to fill the revenue gap. Consequently, by leveraging the power of online video ads and the efficiency of automated marketing tools, Vivid realized a 100 percent lift in revenue just one month after deployment.
Automated marketing truly shines in industries where ad spend efficiency reigns supreme over all other factors. For the gaming space, integration of automated tools in advertising helps solve the long-held problem of finding revenues from a small portion of the overall user base. By using the inherent power and precision of automating marketing tools, gaming companies can do more with less, readily finding conversion to sales in places where the message was previously falling on deaf ears.