Grabbing Gamers-on-the-Go: Four Fast Steps to Implementing a Mobile Game Ad Campaign
Keep in mind that the American public is increasingly playing mobile games, and they’re seeking speed of access, entertaining diversions and amusement, among other qualities. Ziff Davis found that mobile gaming is an explosive activity in the USA, exceeding 27 million players, who may spend an average session of 19 minutes per session and spend up to $13 on new games every two months, with core gamers spending up to $19 every two months.
But what they want has to be good, as discovered by The NPD Group findings which reported that 27 percent of mobile phone users are playing games, but only 8.5 percent are paying for the games, with their wireless analysts warning newcomers to the mobile industry to develop workable, quality content for distribution. Like packing luggage, every item counts and has to be selected carefully.
3. Water sports or poolside lounging?
Do you want to try wake boarding on your holiday, wind surfing or just drink mojitos, poolside? Vacation activities come in many varieties, just like mobile campaign interactions. You’ll need to decide what you want gamers to do when they view your mobile campaign, choices include:
• Click to call-in to request info, answer a survey, or enter a sweepstakes.
• Click to internet browser within phone or WAP—which is most like the familiar Web click-through.
• Click to jump—gather e-mails, phone numbers or survey results.
4. Enjoy Your Vacation
Once all the planning, packing and traveling is arranged for your vacation, you can lay back and enjoy yourself. Similarly, your mobile campaign will launch and it is time to witness the results. Here’s what you want to keep in mind while your mobile campaign is live:
• Ask your network to provide reporting on the project on specified intervals (weekly, monthly, etc..)
• Observe spikes in activity — can you determine what aspects of the campaign excited your audience the most? These highlights should be captured and worked into future campaigns.
Many mobile ad networks make trafficking campaigns as easy as uploading online campaigns. You should be able to secure a great deal of quantitative information, including number of downloads, time your game is engaged by users, if it spread virally from its initial distribution. Your distribution network may be able to provide other statistical information, and much of it can be delivered in real-time, so check.
And much like any vacation, consumers love to give their own feedback about their experience. Consider encouraging some of your customers to do this with selective, incentivized surveys to find out more about what they liked, or didn’t like, about your mobile in-game ad campaign. These reviews will help provide testimonials for your product or service and, like a restaurant getting a review, boost credibility among users.
Okay, you took the trip and I hope you had a great time. I think you’ll find that you will learn a lot on your first journey, that will prove very valuable for future campaigns.
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