What radio sellers have known for decades is now being proven in other markets, including the video game industry. In-game audio advertising platform Odeeo conducted an extensive analysis of 75 million in-game audio ad impressions across 400 game titles.
The analysis of audio ads revealed an extremely high rate of ad engagement, with more tham 90% of audio ads not being skipped by gamers. The first ad in a session recorded the highest click-through rates, with a minimal skip rate of just 6%. Subsequent ads in a session also maintained click-through rates above industry benchmarks.
As for recommendations, Odeeo says brands found more success with shorter ads, particularly those heavily utilizing the initial 10 seconds, tend to yield better engagement and completion rates. Ad volume should be balanced to enhance user experience and prevent muting or skipping. Game volume significantly influences engagement. Most mobile gamers keep their device volume above 10%, highlighting an opportunity for publishers and advertisers. Click-through rates for ads improve steadily until reaching 60% of a device’s volume capacity.
Odeeo CEO Amit Monheit commented, “Over the past few years, we’ve had the privilege to run thousands of campaigns for major advertisers all around the world. As our offering has started to mature, we’re now able to quantify the impact of different drivers of ad performance at scale, and it’s exciting to share these insights with our partners. We’re eager to help all advertisers, regardless of size or experience with audio, unlock the power of in-game advertising.”
This backs up recent findings about audio’s advertising power, with Cumulus and Westwood One finding that AM/FM has the most ad attentiveness out of any medium.
