In-Game Mobile Ad Engagement More than 3x Other Mobile Apps

SAN FRANCISCO, July 12, 2018 (GLOBE NEWSWIRE) — Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today announced research revealing that January 1 through May 31, 2018, in-game click-through rates were 3.4 above the average, a strong signal that the rewarded video advertising prevalent in games garners high engagement from consumers.

“In the past, high click-through rates would cause concern among brands, but with in-game mobile advertising, this metric is a very clear indicator that consumers are willingly participating with advertising even if it interrupts game play, which is a very positive sign for brands,” said Gareth Noonan, General Manager Americas at Smaato.

In a new white paper, Smaato also reports that advertisers of in-game advertising is now evenly spread across brand verticals, showing that acceptance of novel ad types like rewarded video is becoming mainstream.

  • 21% of in-game advertisers are retail brands
  • 17% of in-game advertisers are automotive brands
  • 16% of in-game advertisers are non-gaming publishers and media brands
  • 10% of in-game advertisers are for other games

“Mobile gaming offers some of the most high-growth, high-engagement inventory for brands with the added ability to deliver interactivity and innovative creative,” said Noonan. “We believe that more brands will start to view in-app game inventory as premium as any long-form video with similar levels of engagement.”

eMarketer reports that there are over two billion mobile gamers worldwide, which means that people of all demographics can be found in gaming apps. Moreover, the average smartphone user spends 55 minutes per day playing mobile games. This gap between consumer engagement and ad spending represents a huge opportunity for brands to get noticed, and advertisers can no longer underestimate the power and importance of this engrossing medium.

To download the white paper about in-game mobile advertising, click here.

About Smaato
Smaato is the leading global real-time mobile advertising platform, connecting 10,000+ advertisers — including 91 of the Top 100 Ad Age brands — with over 90,000 app developers and mobile web publishers. Smaato manages up to 19 billion mobile ad impressions daily and reaches over 1 billion unique mobile users monthly. Founded in 2005 by mobile pioneers Ragnar Kruse and Petra Vorsteher, Smaato has global headquarters in San Francisco, California, with additional offices in Hamburg, New York City, Shanghai and Singapore. Learn more at

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