The majority (75%) of mobile gamers prefer to listen to audio ads while playing on their smartphones.
That’s according to a new study from AudioMob, the audio mobile ad specialist, based on a survey of 2,200 respondents.
The study showed that 61% of gamers aged 18 to 24 years listen to music whilst playing games.
Audio ads have shown to improve click-through rates by more than 1000% compared to banner ads and engagement levels and completion rates are significantly higher.
Some 49% of 24 to 34-year-olds and 44% fo those aged 35 to 44 years listen to music while gaming.
The study showed that 18% of mobile users prefer in-game video ads while 26% favour in-app purchases, and 28% see audio ads as their preferred monetisation model.
“Having consumers that are willing to engage with ads is always important but audio is a format that really enables more cut-through and retention,” said Christian Facey, CEO and Co-founder of AudioMob. “This format has seen more long-term engagement with brands, artists and musicians than ever before. Allowing people to dually participate in activities and audio is becoming necessary in building long-standing relationships.”
Warner Music Group recently worked with AudioMob to promote Joel Corry and MNEK’s new single “Head & Heart”. It achieved a 75% completion rate and the average click-through are was 1.78% – 1000% over traditional banners (0.01%-0.3%).