In less than a week, Nintendo’s Share price surged by more than 25 percent, reportedly adding USD 7 Billion to the company’s value, with a Location centric AR Game Pokemon Go. According to The Forbes, “The Japanese company’s stock price surged 25% on Monday after climbing late last week, which helped add $7 billion to its market cap in short order.”
Pokemon Go is the most downloaded game, climbing to the top of App charts, with most downloads in the first 4.5 hours. Some of the stats for the game shared by TechCrunch are:
Go made it to the top of the App Store chart in 4.5 hours, a record among recent gaming titles. It was already the 5th top grossing app in the U.S., above Clash of Clans and Candy Crush just a day following its official launch (Miitomo only ever made it as high as 73 on the top grossing chart)It was top in both downloads and revenue in Australia and New Zealand two days into launch
With augmented reality the game creates a post console engagement for users as they look for characters in the real-world.
According to The Verge,
“Pokémon Go is an exploration game designed to get you walking outside. Its core components involve checking in at Pokéstops to collect items, capturing the creatures that do show up on the map, and battling. Pokéstops could be anything from your favorite coffee spot to a funky building you’ve walked by but never noticed before. Visiting them just means spinning a small circular photo of the location when you’re physically nearby. Items then spill out in bubbles for you to pop with your finger to collect. There’s also a system to hatch eggs, which may contain rarer pokémon not easily found in the wild, by walking with the app open or when wearing the Pokémon Go Plus wearable on your wrist.”
With younger audiences spending a majority of their digital time mobile only, content-marketing and advertising campaigns, here are Five Components of Mobile Engagement:
Regardless of the category the mobile consumer is seeking to be entertained. Your campaign for Mobile needs to have an entertainment proposition.
Unique Brand Story
A Brand Story that is unique tends to engage audiences on-the-go. If a Brand Story taps into shared interests of the users it creates a bond with the audience.
Interactive campaigns improve engagement, making users look forward to the next brand activity.
Brand campaigns that resonate with the audience are relatable and provide a context that audiences can connect with.
Brands that provide a new or a unique experience that sets it apart from the competition, generates greater engagement. Some of the examples could be Google Buy Button, live streaming, selfies or UGC shared on Networks or embedded in an experience
According to IAB Mobile Programmatic Playbook, “The most popular native format for mobile, and mobile programmatic, is in-feed advertising. In-feed ads are those that appear within the user’s natural activity stream. This includes traditional ads, videos or branded/sponsored stories which appear within a publisher’s content feed”.
Mobile Programmatic buying is known to improve performance on campaigns with Fiksu data proving that programmatic averages are better for both native and other programmatic advertising.
• Interstitial ads convert at a rate 2x higher
• Interstitial ads have CTRs 1.5x higher
• Native ads convert at a rate 4x higher
• Native ads have CTRs 1.2x higher
In mobile programmatic environment native ads are available via select publishers or open exchanges that consolidate the mobile app and mobile web native inventory of many publishers. Powerlinks and Unruly are partnering to launch an industry first native advertising effort where users will see an in-content stream and in-feed native ads across all devices. According to a Press Release, ” Advertisers will be able to access every placement with one standardized set of creative assets, including a video, headline and sponsor message, which will automatically adapt Unruly’s In-Feed video ads in real-time to the design and layout of the publisher’s website through Unruly’s proprietary Liquid Layout Technology.
The real-time bidding (RTB) integration will allow advertisers to reach audiences with granular targeting using 1st and 3rd party data, keyword level context and dozens of other data points to deliver highly relevant messages and to optimize performance.
With viewability in the forefront of buyer’s minds, Unruly’s In-Feed placements only begin to play once in-view, making the inventory 100% viewable. The partnership will provide detailed reporting and will allow advertisers to make changes and optimizations in real-time, while also using PowerLinks proprietary learning and bidding technologies to achieve engagement and conversion goals”.
Sharethrough and Nielsen, researched native ads performance using neuroscience techniques to understand how consumers react to Native Advertising. Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”.
Native Advertising has been proven more effective than banner advertising and some of the key data points to guide your media planning are:
25 percent more consumers viewed in-feed, native ad placements more than standard banners.
97 percent of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
Native ads registered 18 percent higher lift in purchase intent than banner ads.
Consumers looked at native ads 2 percent more than editorial content and spent the same number of seconds viewing.
To understand the impact of Native Ads, Nielsen showed a video simulating the experience of scrolling through an editorial feed. The feed was paused and the participants were shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.