游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

Ari Brandt谈内置广告的设计注意事项

作者:John Koetsier

这也许有点像明摆的事实,但显然我们喜欢不是很糟糕的广告。这符合我们的文化背景,给予我们想要的东西。

应用广告公司MediaBrix做了项调查,旨在获悉用户对于应用广告的态度:Facebook应用及手机应用。该公司执行主管Ari Brandt日前透露了一些细节内容。

ads from venturebeat.com

ads from venturebeat.com

第一个结果?我们喜欢广告。

相比付费获得应用,我们更喜欢广告内容。在智能手机平台,61%的用户选择包含广告的免费应用,39%选择付费跳过广告。而在Facebook平台的用户群体中,83%选择免费内容,13%选择付费。

MediaBrix已把握这一用户趋势。但公司最初虽主要开展融入标准Facebook广告的营销活动,目前正积极寻找优于旗帜广告或赞助故事的广告模式。

Brandt表示,他们不会打断应用,而是打算将广告融入应用中。

Brandt表示,“内置广告需要承认、围绕及尊重用户体验。标准前置广告和传统广告旗帜不适合这一领域。”

Mediabrix同EA及King之类的主要游戏开发者展开合作(游戏邦注:还有可口可乐等品牌公司),他们1年前就意识到其中差异性,开始寻找替代选择。

第二个结果?我们喜欢适当时候的适当广告。

iAds似乎非常清楚这一点。相比标准旗帜广告,多达72%的Facebook应用用户更偏好富有沉浸性的互动广告。而智能手机用户对互动广告与旗帜广告的支持比例则分别是60%和40%。

mb facebook banners from venturebeat.com

mb facebook banners from venturebeat.com

这听起来也许有点疯狂,因为沉浸性的互动广告需要你投以更多关注。毕竟,旗帜广告可以被忽略。

但关键因素是,在适当时间提供适当内容。下面是Brandt给出的解释:

“想象自己在玩一款游戏,你需要提升能量。因此游戏出现提示消息:‘John,你的能量过低。同此可口可乐广告互动,你就能够得到5个免费的升级能量。’”

用户掌握控制权:他可以决定是否接受此升级能量。若他不接受,他将继续像以前那样玩游戏。但若他接受提议,广告单元颇吸引眼球,是针对游戏量身制作的,能够立即给予回馈。这显然是关键所在。

Brandt表示,“其中表现非常突出,其中包括粘性程度高达20%。”MediaBrix的点击率相当高,比标准的Facebook广告高出2000%,后者的点击率通常不到1%。

第三个结果?我们讨厌前置视频。

意料之中的是,63%的Facebook用户不喜欢前置广告。这一次智能手机用户几乎达成一致:62%的用户希望享有播放视频的选择权,或是希望在游戏间隔时间显示广告。

medium 02 from venturebeat.com

medium 02 from venturebeat.com

所以MediaBrix针对回合游戏制作插播式内容。Brandt表示,典型例子就是热门应用《水果忍者》:

“当你完成一个关卡时,你会看到此信息:‘恭喜你,你刚刚击中100个水果。下个关卡正在加载中——请观看此来自我们赞助商的信息。”

广告信息、画面及整个设计经过特别定制——融入游戏体验当中。

关键点?

如果你是应用开发商,不妨在你的应用中设计定制广告体验,内容需富有创新性,融入用户体验之中。如果你是广告商,不要着眼于干扰性或讨人厌的营销方式。

有付出才有回报。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

In-app ads: How to get 20% engagement and 2000% higher click-through

By John Koetsier

This just may be a blinding flash of the obvious, but apparently we like ads that don’t suck. And that fit into our current context. And that give us something we want.

Whoda thunk?

MediaBrix, the app ad company, ran a survey to discover what people like and don’t like about advertising in apps: Facebook apps as well as mobile apps. I spoke with chief executive Ari Brandt yesterday to get the details.

The first result? We like ads

Well, I’ll qualify that.

We like ads more than paying for apps. On smartphones, 61 percent of us want free apps with ads, while 39 percent would pay to avoid the ads. For the cheapskates on Facebook, those numbers skew to 83 percent free, 13 percent paid.

That’s a consumer trend MediaBrix has embraced. But the company, which started out building marketing campaigns with standard Facebook ads, was looking for something better than a banner ad or a sponsored story.

Instead of interrupting apps, Brandt says, he wanted to integrate into them.

“In-app advertising needs to acknowledge, embrace, and respect the user experience,” says Brandt. “Standard pre-rolls and traditional ad banners don’t really work in this space.”

Mediabrix, which works with major game developers such as EA and King, and brands like Proctor & Gamble and Coca-Cola, sensed this difference almost a year ago and started looking for alternatives.

The second result? We like the right ads, at the right time

Perhaps iAds had it right, partially. As many as 72 percent of Facebook app users prefer immersive, interactive ads to standard banner ads. The numbers for smartphone users: 60 percent versus 40 percent.

That might sound crazy, since an immersive and interactive ad demands more of your attention. A banner ad, after all, can be ignored.

But the key factor is the right offer at the right time. Here’s how Brandt explained it to me:

“Imagine you’re playing a game, and you need a power-up. So a message pops up and says: ‘John, your power is low. Interact with this Coca-Cola ad and receive five free power-ups.’”

The user is in charge: she can decide to accept the power-up or not. If she doesn’t, she continues playing the game as before. But if she does, the ad unit is engaging, built specifically for the game, and immediately rewarding. And that, apparently, is the key.

“We’ve seen amazing performance,” Brandt says, “including engagement rates as high as 20 percent.” MediaBrix’ click-through rates are high, he told me, as much as 2000 percent higher than standard Facebook ads … which can have click-through rates of a fraction of a percentage point.

The third result? We hate pre-roll videos

Unsurprisingly, 63 percent of Facebook users don’t like pre-roll ads. And for once smartphone users are almost completely in agreement: 62 percent would prefer to have a choice to play the video or have it shown during a natural break in the app that they’re playing or using.

So MediaBrix created an interstitial-type product for session-based games.  One example is the popular app Fruit Ninja, says Brandt:

“When you complete a level, you get a message: ‘Congratulations, you just slashed 100 pieces of fruit. The next level is loading — please watch this message from our sponsor.”

The message, the art, and the entire ad is customized — integrated into the game experience.

The point for you?

If you’re an app developer, design custom ad experiences into your apps that are innovative and integrated into your user experience. And if you’re a marketer, don’t settle for interruption marketing or annoyance marketing.

Give something to get something.(Source:venturebeat


上一篇:

下一篇: