The move to mobile by consumers is naturally pulling
advertisers along. But the mobile medium
is very different from other digital media because of its small screen
size. The first and most obvious, smart
phone ads were banners. As the audience
gets more attuned to the medium, banners are losing their appeal, a fact that
drives the first trend: more engaging content including short videos.
The contrast between revenue sources for casual games verses
mid-core & strategy games is clear.
Casual games make money from in-app purchases while the more
sophisticated mid-core & strategy games see more revenue from
advertising. There is no indication from
the numbers that the 70-30 split in casual games is likely to change, but the
trend for the mid-core & strategy games flipped decisively toward more
advertising in last year’s second half.
Expect the trend to continue.
As the trend toward in-app advertising evolves, app
developers are going to need a higher level of support from the ad delivery
system. They are going to require two
key things: first, more transparent reporting that provides better audience
targeting and market insight and second, better, more integrated creatives that
engage their players without putting them off. Source: Adotas
