1. The MediaBrix Social and Mobile Gaming Report
Social and Mobile Gaming Advertising Benchmarks for Brands
Social and mobile gaming advertising data from the second half of 2012

2. The MediaBrix Social and Mobile Gaming Report
Introduction This report provides a detailed overview and
It’s no secret that social and measurement of the social and mobile gaming
mobile gaming advertising has
gained traction over the past few advertising market for brands, including:
years, becoming popular at a time
when the digital ad industry needs 1. Overview
reinvention. Today, marketers are
faced with the challenges of 2. Benefits for Brands
increased scrutiny over viewability, 3. The MediaBrix Advertising Benchmarks
calculating performance and a 4. Best Practices for Brands
fragmented landscape through
which they must reach their 5. Lexus Case Study
audiences. To address issues of 6. Methodology
viewability, audience engagement 7. About MediaBrix
and brand building, marketers are
turning to cross-platform social
gaming advertising, wherein media
is purchased to help marketers
achieve a variety of objectives
and campaigns are measured with
upper-funnel metrics. As a result,
social and mobile gaming
campaigns are able to provide
engagement levels and benefits
that far exceed what standard
online advertising can
offer brands. Thus, social and
mobile gaming ads continue to
gain traction amongst marketers.
The MediaBrix Social and Mobile Gaming Report
February 2013
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3. Social and Mobile Gaming Overview
Social gaming is one of the most
engaging and popular activities According to eMarketer, the U.S. mobile gaming
across all screens—the desktop, audience will increase by double digits through 2015,
mobile devices and tablets.
Currently, Facebook users spend when 158.9 million people will actively play games on
more than half of their time using mobile devices.
apps and playing social games;
250 million users play social games
on Facebook; and half of the U.S.
population between the ages of
18 to 44 plays social games daily,
not to mention older adults are
embracing casual gaming.
Mobile and tablet users are also
rapidly taking up mobile gaming.
According to eMarketer, the U.S.
mobile gaming audience has been
increasing by double digits since
2011 and will continue to do so
through 2015, when 158.9 million
people will actively play games on
mobile devices. Users spend
more time with games than
with any other type of app on
mobile devices.
Mobile gamers are also affluent.
Shullman Research Center reports
that 59% of social gamers earn
$75,000+ each year, making them
an attractive audience for brands
to reach. In cross-platform social
gaming campaigns,
marketers reach and engage
consumers where they are most
receptive to marketing messages.
As a result, marketers from major
industry segments have adopted
Mobile Applications Owned by US Mobile Device Owners, by Income, Nov. 2012
social and mobile gaming. This (% of respondents in each group.) Note: ages 18+; *nationally representative sample
includes brands such as Lexus, Source: Shullman Research Center “Through the Looking Glass: The Luxury and Affluent
T-Mobile, Coca-Cola, Lysol, Old Markets in 2013,” Nov. 26, 2012
Navy, Fiat, Wendy’s and
hundreds of others.
The MediaBrix Social and Mobile Gaming Report
February 2013
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4. The Benefits of Social and Mobile Gaming for Brands
Before getting a full understanding
of social and mobile gaming As on television, a brand’s ad is always viewable in
benchmarks and how they social and mobile games because there aren’t any
compare to the digital advertising below-the-fold placements.
industry norms, it’s important for
marketers to understand the true
benefits of in-game ads as part of
their marketing. Below is a list of
benefits for marketers:
Scalability New Creative Ad Units Cross-platform
Social and mobile gaming is Social and mobile gaming offers a People are now consuming media
growing at a rapid pace. Currently, new creative palette. According to cross-platform. This means they
250 million users play social games a 2012 Harris Interactive study, the are gaming cross-platform and
on Facebook and over 100 million majority of Facebook gamers and across devices too. According to
play games on mobile devices and smartphone owners prefer eMarketer, mobile is offering more
tablets. What’s more, eMarketer immersive, interactive ads to growth in social gaming than the
predicts that by 2014, social standard banner ads. Similarly, the web and online, making mobile
gamers will reach 50% of social majority of Facebook gamers and crucial to reaching the gaming
network users, 34% of Internet smartphone owners prefer user- audience. Since users are
users and 141.2 million mobile initiated video ads or those shown consuming media and playing
gamers. These figures show that during natural breaks in games to games cross-platform, marketers
social and mobile game users pre-roll video ads. In order to keep must reach their target audience
provide a scalable audience for with consumer preferences, this way too.
every brand. marketers must reach and engage
them with new creative ad units, Upper Funnel Metrics
100% Viewable Ads including user-initiated video ads, Social and mobile gaming ads
In-game ads are gaining traction in value exchange, social sharing and create an experience similar to
the market at a time when other interactive features. television commercials. Since the
marketers are concerned about entire advertising experience
viewability. According to happens within games,
comScore, three out of every ten marketers have the option to
ads are never even seen, meaning rethink how they’re measuring
on average only 69% of ads are ads. They should consider
in-view for the end user. However, offering top-of-the funnel metrics.
viewability is not an issue in For example, video views, video
gaming. As on television, a brand’s completion rates, engagement
ad is always viewable in games rates, social views, social shares
because there aren’t any below- and time spent offer new and
the-fold placements. Additionally, exciting ways for brands to
brand marketers will always know measure impact.
where their ads are running and
will get 100% share of voice.
The MediaBrix Social and Mobile Gaming Report
February 2013
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5. The MediaBrix Social and Mobile Gaming Ad Benchmarks
MediaBrix is the leader in social Performance
and mobile gaming advertising for According to MediaMind, standard banners ads generate a click-through
brand marketers. Over the past six rate (CTR) of .10%, rich media banner ads generate a CTR of .12% and
months, MediaBrix has compiled rich media expandable banner ads generate a CTR of .19%. Additionally,
benchmark data on social and according to AdParlor, Facebook ads see CTRs ranging from .03% to .11%,
mobile gaming campaigns. This respectively. On average, social and mobile gaming ads see an average
report provides information about CTR of 3% and social and mobile gaming value exchange ads—where the
the benchmarks and compares users receive a reward for viewing the full ad—see an average CTR of
them to leading digital advertising 11%, outperforming all other types of ads. Thus, it outperforms standard
formats, comparing performance banner, rich media, expandable video and Facebook ads.
(CTRs); engagement rates;
completion rates; and brand
lift metrics.
Engagement Rates
According to Vitrue, Facebook brand pages have an average
engagement rate of .50% and according to VideoHub, pre-roll ads have
Average social & mobile engagement rates ranging from .7% to 3.64%. Average social and mobile
gaming engagement rates are around 20%, the highest of the reported
gaming engagement
ad formats.
rates are around 20%,
the highest of other
reported ad formats.
Average Ad CTRs
Average Engagement Rates 12%
11%
25%
10%
20%
20%
8%
15%
6%
10%
4%
3%
3.64%
5% 2% 0.86%
0.50% 0.10% 0.11% 0.12% 0.19%
0% 0%
Facebook Pre-Roll Social and Standard Facebook Rich Rich Mobile Social Social
Brand Video Ads Mobile Banner Ads Media Media Banner and and
Pages Gaming Ads Banner Expandable Ads Mobile Mobile
Ads Ads Banner Gaming Gaming
Ads Ads Value
Exchange
Source: MediaBrix, VideoHub and Vitrue, 2012 Source: MediaBrix, AdParlor and MediaMind, 2012 Ads
The MediaBrix Social and Mobile Gaming Report
February 2013
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6. 73% 74%
70% 68%
100%
91% 93%
60%
90%
83% 84%
50%80%
73% 74%
Video Completion Rates 40%70% 68%
Average Video Ad Completion Rates
Video ad completion rates for social 100%
30%60% 93%
91%
and mobile gaming range higher than
20% 90% 83% 84%
ad networks, lifestyle outlets, portals, 50%
news outlets and video portals, 80%
40%Ad Lifestyle73% Portal 74% News Video Social and Full
according to VINDICO data. Social and Network
70% 68% Site site Portal Mobile Episode
Gaming Value Player
30%
mobile gaming value exchange ads see Exchange Ads
60%
completion rates of 91% on 20%
average, exceeding most other video 50%
ad completion rates in the industry, Ad Lifestyle Portal News Video Social and Full
40%
Network Site site Portal Mobile Episode
except for ads seen in full episodes Gaming Value Player
Exchange Ads
such as those found on Hulu. 30%
20%
Additionally, AdoTube reports that
pre-roll video ads have an average Ad Lifestyle Portal News Video Social and Full
Network Site site Portal Mobile Episode
abandonment rate of 39% and a 59% Gaming Value Player
view-through rate of a full video ad. Source: MediaBrix and VINDICO, 2012 Exchange Ads
Brand Lift Metrics Click-
Through
View-
Through
View- Close
Through Rate
Abandonment
Rate
Rate Rate (25%) Rate (100%)
Brand marketers use panel-based ad
effectiveness study metrics to evaluate
the success of their online ad
campaigns. According to Digiday, Click- View- View- Close Abandonment
Through Through Through Rate Rate
brand lift is the metric most often used Rate Rate (25%) Rate (100%)
by brand marketers in North American
to measure campaign success. Performance Metrics for Pre-Roll Online Video Ads Served* to a US-based
Audience, Q3 2011. Note: *over the AdoTube network; **gives the viewer
the ability to view the ad anytime during the video or to opt out completely
According to InsightExpress, social and Source: AdoTube “Q3 2011 Format Index,” Dec 19, 2011
Click- View- View- Close Abandonment
mobile gaming ads can see brand lift Through Through Through Rate Rate
Rate Rate (25%) Rate (100%)
metrics as high as 9x the online indus-
try normative average, brand favorabil-
100%
ity metrics 10x the normative average
80%
and purchase intent 10x the normative 80%
average. This shows the ads perform 57%
60%
for brand marketers.
40%
100% 31% 29% 29%
Social and mobile gaming ads 80%
20%
20%
can see brand lift metrics as high 80%
57%
0%
as 9x the normative average, 60%
Brand Sales Interaction Click- Shares or Dwell
brand favorability metrics 10x 40%
Lift Rates through Reposts Time
31% Rates29% 29%
20%
the normative average and 100%
20%
Metrics Used by Brand Marketers in North America to Determine
80%
purchase intent 10x the 80%
Effectiveness of Online Brand Ads, Dec. 2011 (% of respondents) Source:
0%
57%
normative average. Digiday, “Online Brand Advertising” commissioned by Vizu Jan 6, 2012.
Brand
60% Lift Sales Interaction Click- Shares or Dwell
Rates through Reposts Time
Rates
40%
31% 29% 29%
The MediaBrix Social and Mobile Gaming Report 20%
20%
February 2013
www.mediabrix.com 6 0%
Brand Sales Interaction Click- Shares or Dwell

7. Social and Mobile Gaming Best Practices for Brands
Social and mobile gaming is low- the online ad industry. Marketers
hanging fruit that performs for can truly capitalize on its higher Social and mobile
brands looking to get greater than average engagement rates gaming video ads see
visibility and engagement from and completion rates by running completion rates at
their digital advertising campaigns. video ads in games.
Below are some best practices
91%, higher than most
marketers should consider when video ads in the online
Social Sharing
running gaming ad campaigns: Advertisers should facilitate social ad industry.
sharing in their in-game ads, which
Interactivity can give them earned media
In “Messaging, In-App and Mobile exposure for their ad dollars.
Internet Strategies 2012-2017,” According to a Harris Interactive
Juniper analyst Charlotte Miller survey, 8% of Facebook users say
stated, “Mobile advertising gives they have shared a video ad on
marketers the chance to reach Facebook, and 16% of
consumers on a more personal Facebook app users and social
level than any other type of gamers say they have shared a
advertising. Creating immersive video ad inside a social app or
and entertaining experiences to game. Considering Facebook has
attract the attention of the roughly one billion users, this
consumer is essential for means there is enormous potential
marketers wanting to take to facilitate social sharing and to
advantage of the massive increase generate earned media.
in app usage.” The same is true for
social and mobile gaming, which Responsive Design
allows brands to break the mold of HTML5 and CSS3 with responsive
standard display advertising and design technology will allow
offer truly interactive, immersive brands to run cross-platform social
brand experiences in games. This gaming campaigns by offering
includes value exchange, video, full automatic bespoke formatting
screen takeovers, integrations and without requiring marketers to
much more. provide separate creative for each
platform. This technology offers
Video Length multiple full-screen messages and
According to industry research, orientation support within one
video ads engagement rates are creative execution with minimal
highest when the video ad is assets, along with support for all
between 30 to 60 seconds long. browsers. Because only one basic
Social and mobile gaming ads are set of creative assets is needed for
on average 35 seconds in length. each platform, these technology
It’s no surprise that social gaming enhancements have cut creative
video ads see completion rates at approval processes and costs by as
91%, higher than most video ads in much as 50% respectively.
The MediaBrix Social and Mobile Gaming Report
February 2013
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8. How Lexus Launched the 2013 ES Through Social Mobile
Gaming Advertising
Since its debut in 1989, Lexus has page where users had a chance to
earned a reputation for high- be featured as the “Lexus
quality products and exemplary Stunning Doodle of the Day.”
customer service from its 231
dealers. Lexus is the luxury hybrid Social mobile gaming advertising
leader, offering five hybrids that performed for Lexus. According to
provide the best in innovative proprietary data, nearly 58MM
technology and first-class luxury. impressions were delivered and
When it began, Lexus offered two the campaign’s high-impact ads
models of vehicles. Now, more garnered a 13.6% CTR, 150x
than 20 years later, Lexus offers higher than the industry average.
variations of 10 vehicles, from the
sporty CT 200h hybrid to the V10
supercar, the LFA.
Last year, Lexus launched the
2013 Lexus ES and first-ever ES
hybrid. Lexus partnered with
MediaBrix to run an industry-first
immersive social mobile campaign
as a way to appeal to the Lexus ES
core demographic: drivers with a
younger mindset aged 45
and under.
Lexus was the first automotive
company to partner with
MediaBrix to fully integrate
and run immersive, interactive
advertising within Draw
Something, a popular mobile
social game by Zynga. Lexus was
also the first automotive company
to feature brand-specific color
schemes and elements in Draw
Something. As part of the
cross-platform campaign, many
of the drawings created on the
mobile app were uploaded onto
the Draw Something Facebook
The MediaBrix Social and Mobile Gaming Report
February 2013
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9. Methodology About MediaBrix
The MediaBrix Social and Mobile MediaBrix (www.mediabrix.com)
Gaming Report data was compiled is the leading social and mobile
for the time period July 1, 2012 to gaming advertising solution for
December 31, 2012 across social brands. The company unlocks
and mobile games. The MediaBrix scarce impressions at passionate
benchmarks were calculated by moments within social and mobile
averaging proprietary data games, such as celebration, rescue
collected from 100 social and and rewards. This immersive
mobile gaming advertising approach to brand advertising
campaigns and over one billion delivers great results because
impressions. The ad data was then the user understands the origin
compared to industry benchmarks and intent of the message – and
supplied by eMarketer. Please note ultimately appreciates the brand’s
that social and mobile gaming participation. As a result,
performance rates and metrics MediaBrix’s advertising campaigns
may be higher or lower than the routinely see average video
data included in the report completion rates 84x the
depending on varying factors industry average, a 500% lift in
including intent, creative, media brand awareness compared to
and other unknown factors. online normative averages and
engagement rates as much as
2000% higher than other forms
of digital advertising. Hundreds of
top brands, including Coca-Cola,
MTV and T-Mobile, and the world’s
largest game developers, such as
King.com and Zynga, leverage the
MediaBrix platform to provide
user-friendly brand advertising
experiences to more than 200
million people each month.
MediaBrix is based in New York
with offices in Los Angeles, San
Francisco and Chicago.
The MediaBrix Social and Mobile Gaming Report
February 2013
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