In-Game Brand Goals: A Positive Return on Ad Spend (ROAS)
The growth of mobile gaming marks a significant shift in marketing channels available to brands. As gamers spend more time in this environment than in any other media channel, it has become evident to brands that this engaged and diverse audience possesses significant value.
And how they calculate success comes down to a basic equation: Return on ad spend (ROAS).
It serves as a valuable indicator of your in-game ad campaign’s profitability, but obtaining this data has proven challenging for marketers seeking to dive deeper into the data.
Brand Goals: First-Party Data, Engagement, Awareness, All of It?
Email remains a powerful and effective tool for content delivery and marketing offers. The value of an email address depends on brand goals. As the digital ecosystem changes based on consumer privacy standards and the US moves from opt-out to opt-in, it is more difficult to target consumers based on data collected through 3rd parties.
But collecting first-party data such as emails doesn’t have to be done in a void.
Monetizr’s solutions for targeting strategies and first-party audience data is helping brands track successful ROAS. Recently, we helped a global CPG brand reach the right customers at the right time with a high-quality and brand-enhancing campaign.
The Brand Goal
This global fabric care brand was seeking to define the most effective and user friendly, efficient value proposition we can provide at scale in exchange for 1P data, to future proof their relationship with consumers, enabling them to continue to deliver value and delight via superior communication. The ability to reach and engage with consumers, promote the product superiority and incentivize players to leave their email addresses here was key.
“We need to protect our vast programmatic investment to control frequency and targeting options,” they told the Monetizr team, noting the new cookieless world digital marketers were entering.
How Would Monetizr Do it?
Leveraging several games across our network of more than 500 casual and hyper-casual mobile games with an audience up to 300M, the brand was integrated into play with the goal of increasing engagement, adding Time Spent with Brand (TSB), and emails collection. (See games below)
Branded missions in mobile video games offer multiple touch-points with the consumer, native look and feel, and scalability across hundreds of top mobile games. These voluntary incentive and reward mechanics result in record-high engagement rates (average is 20%).
So that is what we did.
Key success metrics achieved:
Email CPA; $2.49 per email / ~4x lower than industry average
Engagement rate: 38%
Conversion rate: 7.67%
You read that correct! $2.49 average for each email. .
The Monetizr in-game ad experience platform offers more return on ad spend than any other media channel, including social channels like Facebook and Google. Getting it cheaper CPM is equivalent to a better ROAS.
Strategies for Increasing Your ROAS
ROAS has three inputs: your average cost per click, conversion rate, and revenue per conversion. An effective advertising plan requires you to optimize for all three, and you need data to optimize.
If you’re interested in learning more about how Monetizr can increase your ROAS by integrating your brand into some of the world’s biggest mobile games, book a demo here.
