SOURCE: MediaBrix

MediaBrix

October 17, 2014 09:00 ET

Ads Delivered During Rescue, Reward and Encourage Moments Dramatically Spike Engagement Rates Up to 543 Times Higher Than Other Digital Ad Formats

Brands Strategically Reaching Users at Integral Moments During Gaming Play Find the More Emotional the Moments, the More They Outperform Other Ad Formats

NEW YORK, NY--(Marketwired - Oct 17, 2014) - MediaBrix, the leading platform for humanizing advertising by connecting brands with people during emotional moments, unveils the fourth MediaBrix Social and Mobile Gaming Report, revealing that targeting users as they experience emotions aligned to rescue, reward and encourage moments in gameplay achieve brand performance metrics as much as 543 times what other digital advertising formats can deliver. At a time when brand marketers are fighting fraud, viewability and general lack of engagement issues across digital media, this report reveals that emotional targeting in cross-platform social games offers them a digital advertising medium with higher returns than all other industry options.

Over the past six months, MediaBrix has compiled benchmark data, resulting in this report and analysis of the performance of cross-platform social game advertising campaigns as compared to online, social and mobile advertising. It includes the following performance metrics segmented by the key emotions players experience during gameplay and across the platform as a whole: click-through rates (CTRs), engagement rates, video completion rates (VCRs), interaction rates and reward acceptance rates.

Key Highlights:
The report found that the more emotional the Breakthrough Moments™ (BTMs™), the more they outperform other advertising formats. This includes:

  • Rescue: When users are feeling defeated, frustrated or in need of help, Rescue BTMs™ offer brands the chance to relieve those feelings and be the hero by supporting players in need.
    • Rescue garners average CTR 66 times higher than online and mobile rich media ads
    • Rescue garners average engagement rates 543 times higher than Facebook brand posts
  • Reward: When users are feeling ecstatic about their high achievement or personal best, Reward BTMs™ empower brands to gift and connect with users during this positive moment.
    • Reward garners average CTR 50 times higher than online and mobile rich media ads
    • Reward garners average engagement rates 460 times higher than Facebook brand posts
  • Encourage: Encourage BTMs™ present players with words of encouragement, as they are motivated to do better.
    • Encourage garners average CTR 23 times higher than online and mobile rich media ads
    • Encourage garners engagement rates 106 times higher than Facebook brand posts

Additional Findings:
The report found the following benchmarks when analyzing data from across the MediaBrix platform:

  • Interaction rates:
    • Average social gaming interaction rates on the Web are 20.15 percent -- 10 times higher than DoubleClick online rich media ads
    • Average mobile gaming interaction rates are 21.9 percent -- 38 times higher than PointRoll mobile rich media ads
  • Video completion rates:
    • Average social gaming video completion rates on the Web are 98.6 percent -- eight times higher than PointRoll online floating rich media ads
    • Average mobile gaming video completion rates are 85.0 percent --three times higher than PointRoll mobile rich media ads
  • Engagement rates:
    • Average social gaming value exchange ad engagements rates on the Web are 99.9 percent -- 624 times higher than Facebook brand posts
    • Average mobile gaming value exchange ad engagements rates are 85.5 percent -- 534 times higher than Facebook brand posts
  • Reward acceptance rates:
    • Average social gaming reward acceptance on the Web are 69.6 percent -- an increase of nine percent when compared to 2013 data
    • Average mobile gaming reward acceptance rates are 76.4 percent -- an increase of 13 percent when compared to 2013 data
    • Note: Reward BTMs™ are unique in the market; no other benchmarks are comparable

MediaBrix found that compared to 2013, the composition of its online audience has gotten older, better educated and more affluent:

  • There was a 47.0 percent increase in players ages 45-65+
  • There was a 23.4 percent increase players that are college educated
  • There was a 14.8 percent increase in players earning an annual household income of $75-$150K+

"Believe it or not, digital advertising doesn't have to disrupt or annoy people. It can be thoughtful and even humanize brands in users' eyes," said Ari Brandt, CEO and co-founder, MediaBrix. "The key is understanding and acknowledging the state of mind of that user, then being respectful with your proposed interaction. Brands reaching players during emotional moments aligned to rescue, reward and encourage can fortify the user experience. Plus, this puts brands in a position to make true emotional connections with players, all the while driving the highest returns and brand performance metrics of any digital ad formats available today."

MediaBrix works with hundreds of top brands and developers around the globe. The company's developer partners include Juxta Labs, Renatus and FGL, among hundreds of others. According to Nielsen and Interpret data, MediaBrix has delivered the following performance metrics for top digital brand marketers:

  • A luxury automotive brand ran Rescue and Rewards BTMs™ and experienced a 148 percent brand lift in purchase intent for leasing a car in the next six months
  • A children's retail brand ran Encourage, Rescue and Rewards BTMs™ and experienced a 32 percent mobile brand lift in purchase intent for back to school shopping
  • A major CPG brand ran Rewards BTMs™ and increased purchase consideration by 20 percent

Methodology
The MediaBrix Social and Mobile Gaming Report data was compiled with data from the time period January 1, 2014 to June 30, 2014 across social and mobile games. The MediaBrix benchmarks were calculated by averaging proprietary data collected from over 200 social and mobile gaming advertising campaigns and over one billion impressions. The advertising data was then compared to industry benchmarks supplied by eMarketer, DoubleClick, PointRoll, SocialBakers and SalesForce. Please note that social gaming performance rates and metrics may be higher or lower than the data included in the report depending on varying factors including intent, creative, media and other factors.

About MediaBrix
MediaBrix (www.mediabrix.com) powers the leading platform for humanizing advertising by connecting brands with people during emotional moments. We deliver emotionally targeted messages during Breakthrough Moments™ (BTMs™) within games and apps. Our ads reward, rescue and encourage players and provide an additive (not disruptive) user experience. As a result, people appreciate the brand's participation and develop an emotional connection with the brand. Our campaigns routinely see average engagement rates that are more than 500% higher than other digital ad formats. Hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and many of the world's largest game developers leverage the MediaBrix platform to provide over 500 million user-friendly BTMs™ to more than 200 million global game players each month.

Contact Information

  • Contact Information
    Aaron Wessels
    Point-Bl_nk Communications
    Email Contact
    415-378-8090