Thu Jul, 2011 by Derek Mehraban
The key to being seen on mobile devices is to be seen within games. New data shows that smartphone owners that have downloaded an app in the past two months have downloaded a game. Apps serving weather, social networking and maps are also very popular, but gaming is consistently the most sought after category of app. The most important data, however, is that 94% of smartphone users are willing to pay for a gaming app. iPhone users will play an average of 14.7 hours per month, and Android users will play closer to 9 hours per month.
This is a remarkable level of willingness that the digital agency can harness. By displaying an ad within a gaming app the digital agency can ramp up its viewable impressions. Not only are people exposed to the advertising but they are also more willing to pay attention to them. This is not say, however, that the digital agency should forgo other app categories, but rather just make gaming a priority. The full service digital agency will even look into ways to incorporate the application advertising into the game, or, at the least, make the ad applicable to the gaming experience.