As media consumption patterns shift rapidly, Connected TV (CTV) advertising emerges as a game-changer in the digital marketing landscape. Particularly for mobile game developers, it offers a unique platform to reach potential players in a targeted and immersive way. But what exactly is CTV advertising? What benefits does it offer for mobile game user acquisition, and how can its impact be measured?
Exploring Connected TV (CTV) advertising
Connected TV (CTV) represents any television set that can be connected to the internet to access content beyond what traditional broadcast and cable TV providers offer. This encompasses Smart TVs, devices like Apple TV and Roku, gaming consoles, and even devices that enable internet connectivity, like Amazon’s Fire Stick.
Advertising on these platforms is referred to as CTV advertising. CTV advertising marries the grandeur and immersive experience of traditional television advertising with the precision and data-driven approach of digital advertising.
Advantages of Connected TV advertising for mobile game user acquisition
CTV advertising offers several compelling advantages for mobile game user acquisition. CTV enables advertisers to leverage user data for precise ad targeting. Advertisers can target ads based on demographics, viewing habits, and interests, ensuring their game reaches the most relevant audience. In addition to that, the large-screen format of CTV offers a more immersive experience than other digital platforms. This allows advertisers to showcase gameplay, graphics, and unique selling points more effectively. Lastly, unlike traditional TV, viewers cannot skip or fast-forward through most CTV ads, ensuring that the advertisement captures their undivided attention.
CTV metrics and measurement for mobile games
As with any digital marketing channel, tracking metrics and measuring the impact of CTV advertising is crucial. Key metrics to monitor include:
Impressions: This measures how many times the ad was served. An increase in impressions corresponds to greater visibility for the mobile game.
Video completion rate (VCR): This metric reflects the percentage of ads watched to completion, providing insights into viewer engagement.
Click-through rate (CTR): If the CTV ad includes a call-to-action leading to the game’s download page, the CTR will reveal how many viewers interacted with it.
Attribution: Using device IDs, marketers can track if a viewer who saw the ad ended up downloading and playing the game. This attribution demonstrates the direct impact of CTV ads on user acquisition.
What are the different types of CTV ads?
CTV offers a variety of ad formats that can cater to the unique needs of mobile games:
In-Stream video ads: These ads play before (pre-roll), during (mid-roll), or after (post-roll) the streaming video content. They offer a traditional advertising experience with the added benefits of digital targeting.
Interactive video ads: These ads encourage viewers to interact with the ad, often using their remote control. This format could provide a tantalizing teaser of gameplay, enticing viewers to download and try the game.
Display ads (home screen placement / inline placement): These ads appear on the home screen of the CTV device or in line with the content in the streaming app. They are a subtle yet effective way to promote the game while viewers browse through content.
Pop-up ads: These are small, temporary windows that appear over the streamed content. They can showcase short, engaging messages or promotional offers without disrupting the viewer’s experience too drastically.
The compelling fusion of traditional and digital advertising that CTV offers presents a unique opportunity for mobile game developers to drive user acquisition. By understanding and leveraging the capabilities of CTV advertising, they can reach and engage with potential users in an increasingly competitive market. As CTV continues to grow and evolve, so too will its potential as a game-changing advertising platform.
