In a newly released survey study conducted by audio analytics company Veritonic for audio discovery platform Audiomob, we learn five key points and their broad attitudes, tolerances, and preferences for in-game audio advertising. The results are intended to highlight the category to potential advertisers, and inform the field generally.
Non-invasive
The unintrusiveness of audio advertising — where the ads don’t interfere with gameplay — is a broad and key point. But that characteristic evidently works in two ways. For one thing, ad tolerance is high because the game continues. And then, recollection of ads sits at only 30% — but that is much higher than podcast listening (which is six percent recollection — which seems startlingly low) or music streaming (5 percent).
The keys
Five key findings are emphasized by the study deck (which is available HERE):
- Gaming is for Everyone: 93% of respondents play mobile games weekly, with strong representation across age groups and genders. The stereotype of gamers as teenage boys no longer applies.
- Ad Tolerance is Shifting: 54% of respondents preferred non-intrusive audio ads over interruptive video formats. Audiomob’s format keeps players engaged, with 42% continuing to play during the ad.
- Gaming is Gender-Inclusive: A significant proportion of respondents were female, further disproving outdated assumptions about the gaming demographic.
- Cross-Generational Appeal: The findings show that audio ads in games resonate across age groups, broadening reach for advertisers.
- Audio is Preferred: Only 9% of gamers preferred video ads over audio. This affirms the appetite for ad formats that enhance rather than disrupt.
Frequency and Response
An accompanying graphic (below) puts more detail into the exposure frequency of ads to players, and the players’ responses. As seen below, only two percent of respondents go so far as to close the game when they encounter an ad — the most dramatically negative response. A hefty 56% will skip the ad if possible. Most significant of all, 42% of players hear the ad, then continue playing. Those players are evidently accustomed to advertising in the game experience, and accepting of it.
Recall and Engagement
The sections above are about the in-game experience of advertising. The study wraps up with metrics about the recollection of ads, and follow-up with the advertisers they heard. In other words, whether in-game audio ads work.
They do; else this study might not be published.
A full 73% of respondents said the seek more information about in-game advertisers. Twenty-seven percent reported that they never do that. Breakdown below.
As a final data pitch to advertisers, Veritonic reports that 52% of survey participants said they are most likely to engage with ads in mobile games — a higher rate than in other channels.
The research results deck is freely available. As always, we advise downloading it. HERE.