As advertisers and developers realize mobile games probably don’t provide the optimal environment for straight-up display ads, numerous ad-tech startups are now approaching the issue from a different angle: rewards.
The latest is San Francisco-based Gimmie, which is following a similar path as firms like Kiip and Appssavvy, offering marketers the ability to interact with users based on their in-game achievements.
Players of games that integrate Gimmie’s technology are rewarded with points, which they’re then encouraged to redeem for coupons or real-world products picked from a marketplace. Advertisers, meanwhile, will ultimately pay for having their offers or products included, Gimmie hopes.
As users’ engagement with mobile games continues to increase, there’s a growing opportunity to help monetize those properties more successfully. Many developers complain that display ads don’t generate enough revenue, partly because commoditized inventory means their fill-rates are dismal, but also because users don’t want to interact with ads while they’re in the middle of flinging birds or playing word puzzles.
Efforts from the likes of Gimmie and Kiip, therefore, look like they might be able to gain some traction in the gaming market. If they can convince marketers to pay for the privilege of inclusion, there’s a good chance consumers will be more receptive to the format, and developers could benefit as a result.
Marketers need scale, though, so the success of the model will rely on the ability of these companies to attract developers and publishers with substantial audiences.
More in Media
Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic
Publishers like Axios, Eater, the Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings to engage audiences as a wave of generative AI advancements increases the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.
The Guardian US is starting its pursuit of political ad dollars
The Guardian US is entering the race for political ad dollars.
How much is Possible’s future in Michael Kassan’s hands?
Some people in the know at Possible said they see the conference taking a bite out of Cannes’ attendance, most acutely by U.S.-based marketers who could save money by staying on this side of the Atlantic.