New Liftoff + Vungle Report Reveals The Most Effective Video Ads for Acquiring Hyper-Casual, RPG, Social Casino, and Other Mobile Gamers
Study tapping advertising platform of over 1 billion devices details how to tailor ad creative across mobile gaming audiences
Full-screen video ads that are 37 seconds long, combined with video end cards, are the top-performing mobile ad creative targeting hyper-casual mobile gamers. That’s one of the key findings in a new study published today by Liftoff + Vungle, a leading mobile performance advertising platform. Titled Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards, the new report analyzes performance data from Vungle’s advertising platform of over 1 billion devices to provide creative guidance for mobile game marketers in genres including Social Casino, Strategy, Role Playing, and more.
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Role-playing games: Long-form ads that explore specific game mechanics are the best way to capture the attention of RPG audiences, who are eager to dive into detail-rich experiences. Forty-six seconds is the ideal length, while looping video end cards drive the best performance for the end card.
Social casino games: Social casino gamers favor concise ads that are short and sweet—mirroring the rapid game cycle of these titles. The top-performing duration for these ads was 10 seconds, and the winning end cards were standard end cards.
Strategy games: There is room for numerous ad durations to succeed with strategy gamers, as ads 20 seconds long to those reaching 40 seconds can produce strong results. That said, the data revealed the 33-second mark was the happy middle ground and that app store end cards, which automatically redirect players to the app store front page, stood out among the end card options.
Puzzle games: While relatively short video ads that clearly illustrate the puzzle’s mechanics work well for this audience, advertisers can see success with numerous creative combinations. The study found the optimal duration for ads was 22 seconds and the best end card was an app store link.
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