The loudest buzz in the industry is about ‘native advertising’ and mobile games are becoming quite popular targets for this. With hundreds of games being added to the Play Store and the App Store daily it’s crucial for the developers to consider both monetization and the user experience equally. Native ads can get them the best of both worlds.
Wikipedia marks native advertising as an advertising method “in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which they are placed.”
Standard banners do not work well with games. Any standard ad in a game can be easily seen as intrusive. Unlike news, blog or entertainment sites/apps, gaming apps demand a quite richer ad experience for its users. Out of billions of people playing free games on their mobile devices, only a tiny fraction of these actually go for in-app purchases. Hence, game developers may find themselves pushing users for in-app purchases and ultimately leaving them annoyed. With the plethora of free games available on the app stores, game developers should keep the user experience on top priority in order to grow and sustain their user base.
Native ads in games are different from the ones in other apps or sites. For example, the native ad posts (sponsored) in Facebook or LinkedIn are not easily distinguishable from the rest of the posts, and those are meant to be so. However, in games the native ads can be easily identified as ads, but these are absolutely non-intrusive. In addition to native interstitials, some ads would offer virtual rewards to the players who engage with the ads, e.g. free coins in the game for watching a video or downloading other apps. Native ads blend in the games much more easily than any other ad format.
Developers who are using native ads in their games are witnessing far better monetization results than others who do not use native ads. Compared to an average CTR of 0.3% for ads on news sites, these rewards-based ads in games have a CTR of more than 10%. Many indie game developers use these reward based ads to monetize; for some developers these have even fetched enough revenue to fund more games.
Native Ads with Adiquity
Adiquity’s global mobile platform enables app developers and publishers to use multiple ad formats and native ads to fetch maximum revenue. Adiquity has simplified the task of creating native ads – developers and publishers can customize native ads, choose the look and feel of the ad that suits to their app/site. Adiquity ensures that the ad standards are agreeable for both publishers and advertisers and the user experience is richer.
We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to firstname.lastname@example.org with subject “Interested in Native Ads”. We would love to get you started.
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