Tapjoy-2017年假日期间手游玩家行为调查报告（英文）-18页-2mb

The Modern Mobile Gamer: Advertising Preferences Revealed

Core Content

This report by Tapjoy explores the advertising preferences of modern mobile gamers, focusing on the effectiveness of rewarded ads compared to mandatory ones and the types of content and formats that resonate best with users.

Main Findings

• Rewarded Ads Preference: Consumers prefer rewarded ads over mandatory ads by a 4-to-1 margin. Over 75% are likely to engage with rewarded ads, with more than half being "very likely".
• Freemium Model Preference: Over half of US consumers prefer freemium apps with rewarded advertising over paid or traditional ad-supported apps.
• Video Ads as Preferred Format: Video ads are the most preferred rewarded ad format, with 63% of consumers citing them as their favorite. They are also the most effective for earning in-app rewards.
• Engagement Levels: More than half of US consumers are willing to watch 4+ video ads per day, with over a third willing to watch 6+.
• Content Preferences: Humorous content is the most appealing, followed by storytelling, product demonstrations, and special effects. Ads with sex appeal or featuring famous celebrities are among the least popular.
• Ad Categories: Movies & Entertainment ads are the most popular, followed by Food & Restaurants, Retailers, Fitness & Healthcare, and Local Services. Telecom & Wireless and Financial Services ads are least appealing.

Key Ad Preferences

• Rewarded Video Ads: 80% of US consumers prefer opt-in ads that offer rewards (e.g., in-app currency) over mandatory ads like pre-roll videos.
• Humor: 44% of consumers prefer humorous content in video ads.
• Contextual Relevance: Ads should be placed at moments when users are likely to engage, such as after failing a level or needing more energy.
• Shorter Ads: 15 seconds is considered an ideal length for video ads.
• Call-to-Action (CTA): Interactive end cards at the end of video ads provide an effective way to drive consumer actions.

Best Practices for App Developers

1. Make Rewarded Videos Easy to Find

   • Use the Native-to-Earn button on the home screen or storefront.
   • Promote rewarded videos with Message-to-Earn and Push-to-Earn features.

2. Rely on Context

   • Insert rewarded ad offers during in-app moments when users are likely to need or want rewards.

3. Fine-tune Your Exchange Rate

   • Experiment with different reward values to find the optimal exchange rate that balances user engagement and in-game economy.

4. Conduct Currency Sales

   • Run limited-time offers that provide higher rewards for video ads to boost revenue.

Best Practices for Advertisers

1. Run Rewarded Mobile Video Ads

   • Focus on rewarded video ads, as they are the most effective for engagement.

2. Incorporate Humor

   • Use humor in video ad campaigns to capture attention and increase engagement.

3. Avoid Overuse of Sex Appeal

   • While "sex sells" in some contexts, it is not effective for mobile audiences.

4. Avoid Big Celebrities

   • Celebrity endorsements do not necessarily drive attention in mobile advertising.

5. Keep Ads Short

   • 15 seconds is the ideal length for video ads to maintain user interest.

6. Deliver Clear CTAs

   • Use interactive end cards to guide users to take specific actions, such as downloading an app or visiting a website.

Methodology

Tapjoy surveyed 2,615 US consumers in April 2017 to gather insights into their advertising preferences and behaviors.

About Tapjoy

Tapjoy is a global company founded in 2007, with over a dozen offices worldwide. It provides a Maximum Impact Platform™ that enables app developers and advertisers to engage and monetize users effectively. The platform supports over 14,000 mobile apps, reaching 550 million monthly active users globally. Tapjoy's Interplay™ ads have been shown to deliver a 3x lift in brand metrics, according to a 2016 comScore™ study.