As part of this survey, InMobi surveyed 205 Indian mobile marketing leaders, including senior executives from brands and media organizations.
India is today the second largest market for mobile games in the world. With more than 9.33 billion mobile games downloaded in 2021 alone, the Mobile Game Advertising 2022 report for India found that gaming advertising spending has doubled since the pandemic.
The report also shows how brands and agencies are tackling the common myths associated with mobile game ads that may hinder wider adoption.
Here’s how ad spend was according to the report.
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According to the report, 75% of brands have been advertising on mobile apps for more than a year, leading to a doubling of gaming ad spend since the pandemic.
“Brands have taken note of the rapidly growing consumer adoption and engagement in the gaming industry, which is why mobile game advertising is evolving,” said Rishi Bedi, Managing Director, Asia Pacific, In Mobi.
Some brands are hesitant to take the plunge and invest in mobile game ads because of misguided views about measuring return on investment, media mix allocation, investment in ad asset creation, and brand safety around placements.
But the research shows that advertising on mobile gaming delivers better performance compared to non-gaming environments with up to 2x higher completion rates and engagement. In addition, 97% of marketers who advertise on mobile gaming are satisfied with their experience and results.