How to promote game information flow advertising

For game information flow advertising promotion, you can choose information flow video. Let me talk about "what are the derivative forms of information flow video", the platform used, and the advantages and disadvantages of the platform. Video pre-roll ads

Video pre-roll ads refer to video ads before the video content is played on video and content sharing websites, mainly brand ads. Site members or paying users can choose to skip ads.

Advertisers can target video pre-roll ads based on specific video content and crowd tags.

For example, the picture below.

▲iQiyi’s video pre-roll ads

Applicable platforms

iQiyi, Youku, Tencent Video and other mobile video clients

1. Strong pertinence and precise goals

2. "Anti-interference": the advertisement ends and the content officially begins, there will be no advertisements in the middle, and the user's advertisements The memory is not easily interfered by other information

3. The number of plays is high and the reach rate is high. Compared with other types of advertisements, users are relatively passive, unable to skip, and difficult to ignore.

Disadvantages

1. Compared with other forms of mobile advertising, pre-roll advertising is relatively expensive.

2. Since users passively view ads, the delivery effect is difficult to control. Information flow video advertising

Information flow video advertising refers to information flow advertising in the form of video. That is, it is interspersed with the content of the information flow, and the entry material is a video advertisement of 15 seconds to 1 minute, which is automatically played or played after a click. As shown below.

▲Toutiao’s video information flow ads

According to the attributes of the platform on which the ads are placed, placement on non-video websites and placement on video websites can be further distinguished.

01In-feed video ads on non-short video platforms

It means that the platform supports displaying ads in the form of videos. Ads are inserted into the information flow in the form of short videos. As shown below.

▲Video information flow advertisements in WeChat Moments

Applicable platforms

Such as Toutiao, WeChat Guangdiantong, WeChat Ads, Momo, UC Toutiao, etc. Mainstream social/information platforms, video website platforms such as iQiyi/Youku/Tencent Video.

Advantages

Disadvantages

2. The content format is relatively simple and biased toward display. It does not support functions such as comments and likes, and cannot form a corresponding relationship with users. Interactive and buzzing.

But with the enrichment of short video content on these platforms, this will also improve.

02 Information flow video advertisements on short video platforms

Short video advertisements are information flow advertisements placed on short video social platforms. They support horizontal/vertical video display and comment/ Functions such as likes, and support for clicking from video ads to jump to the landing page set by the advertiser, help advertisers achieve marketing and promotion purposes.

In the era of mobile video, the trend of information videoization and video socialization has gradually become clear, which has further promoted product development to a large extent.

Short video marketing has become a powerful tool for many brands to achieve "win" sales.

▲Game ads on Douyin

Applicable platforms

Douyin, Kuaishou, Meipai and other short video platforms.

Platform Features

Users are younger and pay more attention to novel, creative, interesting and trendy content. The video content on the platform is highly entertaining and pays more attention to "grassroots" and "sense of the moment". It combines special effects such as filters, camera cuts, and carefully prepared background music to create a 15-second "magic" short video.

Advantages

1. The platform has high user activity and user stickiness

2. In terms of advertising, it can be more in line with users based on platform data. Fragmented consumption habits

3. Strong social attributes, strong user interaction, more willing to share, interesting content has high dissemination power

Disadvantages

For advertising Quality requirements are higher. Pure product display videos, monotonous and direct advertising promotions, do not meet user needs, and the conversion rate is low. Rewarded video advertising

Rewarded video advertising refers to embedding game video advertisements in the process of using the platform. Users can receive corresponding rewards while watching the advertisements.

Generally, reward-based video ads are more commonly displayed on gaming platforms.

▲You can get game gold coins and other rewards after watching them

Applicable platforms

Since this advertising form is often displayed on game platforms, here are a few recommendations. A game platform, everyone can choose what they need according to the situation.

UnityAds, Vungle, Applovin, and Adcolony are the largest and most complete video advertising network platforms in the global gaming industry. Among them, the UnityAds advertising platform is the largest video advertising network in the gaming industry, currently with more than 1 billion global players.

Advantages

1. Users are more receptive to advertising. According to a third-party research report, about 60% of players are willing to obtain virtual rewards by watching videos.

Disadvantages

High advertising requirements. Advertisers need to work hard on video formats and conversions.

Interactive trial advertising

Interactive trial advertising refers to its complete advertising display form of "user click - interactive feedback - trial play - diversion download", allowing users to experience the product after Decide to stay or leave, thus solving the pain point of “poor delivery effect”.

Applicable Platform

Applovin

Advantages

Users are highly motivated and interactive. They experience it first and then download it, effectively improving users’ Retention rate.

Disadvantages

There is not much problem with the advertising form itself, but the industries it can be placed in are relatively narrow.

The development model of video marketing will become inevitable. In the future, with the full popularization of 5G communication technology, high-efficiency transmission mode VR, AR 360° panoramic photography and other technologies will further expand the territory of "video marketing" and bring about earth-shaking changes.

But no matter how the form changes, it is still content-driven marketing. For the current gaming industry, it should pay more attention to video marketing and plan video marketing in advance.