most effective 37-second video ads for hypercasual games | Pocket Gamer.biz

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Liftoff Vungle has released a new report analyzing the effectiveness of video ads in various genres of mobile games,

The report, titled Mobile Game Video Ad Analysis: Optimal Video Lengths and End Cards, analyzed over a billion device details and installs resulting in 3.7 billion ad impressions.

The data collected allowed Liftoff Vungle to explore metrics like ad duration and end cards across multiple genres for actionable insights.

The genres of games included in the report were hypercasual, RPGs, social casino games, strategy games, and puzzle games.

Stay in tune with the times

The best performing mobile ad creatives for hyper-casual games are full-screen video ads, 37 seconds long, with video end cards.

Role-playing games are most effective with long commercials exploring the mechanics of the game, since the audience interested in RPGs is generally keen to experience games that are rich in detail. Optimal ad duration is 46 seconds with looping end video cards.

Social media casino ads are best when they are shorter and reflect fast-paced gameplay, such as 10 seconds long. Standard end cards with a static image and a call to action are best here.

Strategy games have many successful options for the duration of the ads and among the end card options the cards that redirect users to the App Store are optimal.

Finally, puzzle game ads are the best for showcasing game mechanics, but there are a number of creative combinations that can be explored.

“To thrive in the highly competitive mobile environment, application marketers must understand how to create and execute successful campaigns, and it all starts with effective ad creation,” said vice president of Creative Labs and Marketing. Vungle brand, Si Crowhurst.

“Our in-house team, Vungle Creative Labs, diligently designs, tests and iterates on mobile ad creatives. We understand what mobile game marketers face when optimizing creative, and we wanted to share real data to help them boost their performance. “

Mobile Game Video Ads Analysis: Optimal Video Lengths and Ending Cards is now available for download from Vungle website.


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