Mobile advertising participation 90% of the secret over

Text / Wang Jie Cong

Imagine if you're going to stop another zombie from getting out of your door right away, a Coke ad pops up to tell you to drink it to watch the World Cup, will you click on such an ad? Although the effect of the show has been achieved, such advertisements may be more damaging to the brand, and such advertisements will not have higher click-through rates.

However, MediaBrix's game publishing platform reached a record in mobile advertising. According to data released early in April, the company's in-game bonus game engagement reached an astonishing 91.4%, meaning 9 of 10 users chose to browse ads. In addition, the company's advertising advertising brand awareness can usually achieve a 5-fold increase, the completion rate of advertising video is 84 times the industry average. This excellent result, what is the secret? Recently, the author at MediaBrix headquarters in Manhattan, the United States to the CEO Ari Brandt ask this question, the former Yahoo executives made the following explanation:

First of all, MediaBrix's hand-held platform is not the traditional mobile advertising, the most important technical concept of the platform, called "user emotion management." When to advertise, depending on what version of the company's open SDK and game CP work together allows the agency to determine the player's mood at each moment and then promote the appropriate ad.

Born from this concept is MediaBrix's three types of advertising products, Views, Rewards, and Flex, explained below.

Views positioning is simple, but very real. For example, if you are playing "Candy Crush", when you run out of steps again and two jelly jams are not cleared, Candy Crush will pop up a dialog saying you either give up or spend Money to buy some steps. The meaning of Views is that, at this time, the system pops up a dialog box to ask you, a brand (such as Toyota) to help you, you only need to watch a short video can get some free steps, if you Click to watch, you can continue your game.

You know, "Candy Crush" clearance is very lucky, and finally had a chance of approaching the victory, less such a step, in addition to not want to spend money, look at a short period of advertising what, so the advertising completion rate is very natural high.

Views used to grasp the bottom line of the user's emotions, which translate into the game's advertising click needs. Of course, Views business model, advertisers actually pay for the failure of the player, the game manufacturers have received the costs, the three parties benefit.

Rewards is also very simple, when the player gets a new highest score, the system pops up a dialog box, the player rewards a virtual gift, here is part of the implanted ads, but because of the user's happy mood to grasp the time point, the gift is Naturally with the industry average effect. The key to grasp the user's emotions here is to grasp the user's happy moment.

Flex is relatively conventional, refers to a user in the game smoothly go to the next level, the introduction page appears a proper dialog box, but at this time, joined the brand advertising. Such advertisements are relatively subtle, but users can easily accept a congratulatory or encouraging advertisement at such a time of rotation.

Still using "Candy Crush," for example, this veteran game went on sale in this game, but at the end of each level, an ad was introduced to introduce some new games to players. This is the concept of Flex.

After understanding the three products can be found, this is not an easy mode to master the user's emotions, you need to have a very high degree of familiarity with the game itself, the game type is also limited, how to achieve, but also the following elements.

1, open SDK for open access. This model and the traditional mobile game mode essentially no difference, but in fact the ability of the CP demanding.

2, the game mainly to casual free games. Such as "Candy Crush", such as "kill all the zombies," MediaBrix has completed more than the game advertising products are casual free games, CP by value-added services charges, and severe game exposure is more complex, there is no complete solution.

3, Most types of advertising for large enterprises brand advertising, user efficiency, single user costs expensive, but the quality is significantly better than other forms of online advertising.

4, MediaBrix choose to work in New York, it is from the convenience of contact with advertisers consider the platform advertising model requires both advertisers and technology platform providers in-depth understanding.

5, copy difficult. On the one hand, this type of advertising product is difficult to expand to many types of games, but the advantage is that once the cooperation is established, the cooperation between both parties is very solid and hard to change.

The company's advertising platform also applies to social games, such as Facebook, many of the games through Views, Rewards, and Flex to help mainstream businesses to effectively send their brand information.

Ari Brandt said the company's current position is financing two rounds, including angel wheel with 11.5 million US dollars in financing, operating more than three years, the Department of English casual games better coverage. He mentioned a lot about the idea of ​​setting up a Beijing office and hoped to see China's game developers quickly use such a good advertising platform.