InMobi’s Richard O’Sullivan Presents 'Gaming Has Levelled Up Why In-Game Advertising Matters to Brands' at Mumbrella360, 2022.

1. Gaming has leveled up:
Why in-game advertising
matters to brands
Richard O'Sullivan
VP and GM, ANZ
VP, Agency Partnerships, APAC
InMobi

2. Notice anything interesting in this game?

3. Here are the 5 things you need to know
about In-Game Advertising

4. Firstly, there's a lot happening
in the gaming world!

5. 1. The game is on!
Launches and Acquisitions
Microsoft acquired Activision Blizzard,
Sony Interactive Entertainment
acquired Bungie, in Feb 2022
Netflix Games launched in Nov 2021
Revenue on the rise
Revenue from video games
advertising reached $180 billion
globally, in 2021
Make way for video
6M in-game video ads were placed
in 2021
Trending: Mobile gaming &
Metaverse
Players downloaded 82.98 billion
mobile games in 2021
Global metaverse market set to reach
$28B by 2028, fuelled by gaming

6. Secondly, mobile gaming includes an
untapped audience

7. 2. Everyone is busy gaming
12.3M
million mobile
gamers in Australia
Highly engaged users Diverse gaming audience
Gamers play for 7+ hours every week All ages from 16 to 60+ play mobile games
Women make up 51% of mobile gamers

8. Thirdly, there's high awareness and affinity
towards in-game ads

9. Gamers positive or neutral
towards in-game advertising
75%
70%
Gamers aware of the brand
placements during their game
Source: ANZU Advertising Research Report- US - 2022
50%
Gamers want to see their favorite
brands within their games
3. You have the gamers’
attention

10. Fourth, in-game advertising is the stepping
stone to the Metaverse

11. In-game ads, a new type of in-game communication delivered to gamers
in a premium, creative, and non-disruptive way, provides a seamless
experience for gamers
LET
GAMERS
PLAY
BLENDED RELEVANT REALISTIC
Non interruptive Native
formats that Keeps
game play intact
Adaptive tailored
Messaging that’s
Custom and personal
Real-world campaigns
That enhance game
environments
4. Metaverse, is it? Oh hello!

12. Imagine
billboards,
but inside
the mobile
game
experience

13. Fifth, blended in-game ads can create
unique branding opportunities

14. In-game Advertising mimics the surrounding gaming environment.
5. Taking brand recall to the next level!

15. BLENDED DISPLAY
• Standard IAB creatives
• Internal / RTB
• Static or dynamic
• Rectangular shape
• Interactivity options
• Standard IAB creatives
• Internal / VAST / RTB
• 3D audio support
• Rectangular shape
• Interactivity options
BLENDED VIDEO CUSTOM AD
• branding
• Sponsorship packages
• Complex shapes
• Interactivity options
IN-MENU ADS
• Blended display or video
• Displayed in menus
• Clickable
Diverse formats for brands to connect natively within
gaming

16. BLENDED DISPLAY
• Standard IAB creatives
• Internal / RTB
• Static or dynamic
• Rectangular shape
• Interactivity options
• Standard IAB creatives
• Internal / VAST / RTB
• 3D audio support
• Rectangular shape
• Interactivity options
BLENDED VIDEO CUSTOM AD
• branding
• Sponsorship packages
• Complex shapes
• Interactivity options
IN-MENU ADS
• Blended display or video
• Displayed in menus
• Clickable
High Scale
Programmatically Accessible
Branding KPIs
New and Customizable
No programmatic access
Performance KPIs
Automated Adaptive Aspect Ratio Match - Proprietary rendering
functions match the ad to the environment where the ad appears
Diverse formats for brands to connect natively within
gaming

17. Blended In-Game Banner Blended In-Game Video
Placements
1x2 aspect ratio
2x1 aspect ratio
2.35x1 aspect ratio
1x1 aspect ratio 16x9 aspect ratio
Standard IAB Creatives: Static or Dynamic: Interactive options: VAST and 3D audio support (video only)
Plug and play

18. Castrol Power1
strengthens brand recall
The Brand Objective
o To drive consideration,
strengthen brand recall and
purchase intent
o Target Gen Y and Millennial
gamers using engaging ad
formats through leveraging
blended in-game advertising
o Understand the impact of the
campaign through a brand lift
study
with blended in-game advertising
APAC
The Solution
o Castrol partnered with Xaxis
and InMobi to engage Filipino
gamers
o Innovative, blended in-
game creative experiences
were activated to engage the
audience
o Leveraging InMobi Pulse,
Castrol launched a brand lift
survey to measure impact

19. Viewers received an
unintrusive brand
experience during the game
75% post ad view action
recorded
70% of respondents
recalled the ad successfully
Respondents aged over
25 years showed higher
purchase intent
The results
APAC

20. Arnott’s
Shapes Extreme
“InMobi enabled us to not only be present where the audience
is, but to create a deeper level of engagement through the
creation of an interactive ad unit whereby the user could play a
game that matched our TVC and most
importantly, our creative comms message.
The primary takeaway from the brand study is that 88% of
exposed respondents agreed that they would
like to try Shapes Extreme a big win for a new
product launch!”
Marco De Castilo
MEC Sydney
ANZ

21. In-game advertising is immersive in nature,
with non-intrusive formats
In-game ads can be customized to
replicate real world experiences
Advertisers can choose from a measurable,
brand-safe inventory
In-game ads can be the gateway to untapped
audiences and revenue for brands
Gamers are a diverse audience, providing unexplored
advertising opportunities
Summing up

22. So, what are you waiting for?
Get your game face on!
Interested in learning more? Write to us at mobilemarketing@inmobi.com

23. InMobi is a leading provider of marketing and
monetization technologies reaching more than a
billion consumers around the globe. With deep
expertise and unique reach in mobile, it is the
trusted and transparent technology partner for
marketers, content creators, and businesses of all
kinds.
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Interested in learning more? Write to us at mobilemarketing@inmobi.com
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