In-game advertising: an opportunity for brands
The issue of ad blocking once again resurfaced at the World Mobile Congress. Leading network provider, 02 announced that it is looking to give users the ability to block ads if they feel “plagued by advertising”. This follows on from similar threats at the 2016 Mobile World Congress (MWC) from Three Mobile – another leading network provider in the UK. Although there have been no legislative changes or work regarding ad blocking, the debate is very much in the headlines and in the public domain.
Ad blocking uptake has slowed, but brands should not be resting on their laurels just yet. According to statistics from Campaign magazine, during 2017, 41.1% of millennials will use ad-blockers, versus 26.9% of Generation X and 13.9% of baby boomers. The increase in mobile phone usage will force marketers to think more carefully about exactly how they will reach these people, so that users do not feel interrupted, specifically during mobile gaming. Consumers are so used to advertising on television and radio, but mobile is a very different medium. Ultimately, advertisers need to be less invasive and more creative in their approach to reach their target audience.