1、BRANDS&MOBILE GAMINGGame-changing insights from marketers and ad buyers in Singapore,Japan,and South KoreaWHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERSINTRODUCTIONIn-app advertising,which are image,video or audio ads that appear within the apps content or interface,has become a corn

2、erstone of digital marketing.However,huge growth potential remains under-recognised:in-game advertising is an emerging channel that integrates ads within mobile gaming environments to engage players,formats like banner,interstitial,intrinsic in-game,rewarded video,etc.Among global internet users,66%

3、of people use their smartphones for video gaming,significantly higher than the second or third most used devices laptop/desktop(38%)and games console(25%).This sets the stage for in-game mobile advertising to play a pivotal role in brands marketing strategies.Through the lens of marketers in Singapo

4、re,Japan,and South Korea,we explore how brands are investing in mobile gaming to reach target audiences,and what this means for publishers.TABLE OF CONTENTSChapter 1:The state of mobile in-app advertisingChapter 2:Marketing budgets shift into mobile gamingChapter 3:Deal types and measurement 2024 PU

5、BMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /2KEY TAKEAWAYS1Brands that have tapped into in-app advertising are already seeing their efforts pay off,with nearly 8 in 10 marketers seeing improved brand awareness.2As the profile of

6、mobile gamers continues to diversify to include new cohorts,in-game advertising allows advertisers to broaden and scale audience reach.3The biggest revenue opportunity for gaming publishers comes from brand buyers:62%of brand buyers are looking to increase or maintain their spending on in-game adver

7、tising next year.4Marketers preference for programmatic advertising reflects the need for agility through data-driven precision,adaptability,and cost-efficiency,with 62%of in-app marketers buying programmatic today.5Effective measurement tools are the key to unlocking the full potential of in-app an

8、d in-game advertising.Publishers need tech partners who can provide transparency,control,flexibility and guidance in an increasingly complex and dynamic landscape.6App publishers need to work with the right technology partner that provides unique demand,while offering customized,curated packaging to

9、 ensure control over audiences,inventory and data.2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /3THE STATE OF MOBILE IN-APP ADVERTISINGCHAP T ER 1:2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF B

10、RAND SPEND INTO GAMING MEANS FOR PUBLISHERS /4Singapore,Japan,and South Korea are among the worlds top 10“mobile-first”markets and have some of the highest mobile internet adoption rates:The time spent on a mobile device per user in these three markets is about 5 hours daily at least an hour above t

11、he global average.1,2 As such,73%of marketers have advertised in-app.1 Data.ai:State of Mobile,20232 We are Social:Digital 2023ON AVERAGE,7 IN 10 MARKETERS HAVE AN IN-APP ADVERTISING STRATEGY73%APACSHARE OF MARKETERS ADVERTISING IN-APP,BY COUNTRY47%JAPAN84%S.KOREA88%SINGAPOREBase:All respondentsSour

12、ce:Milieu/PubMatic Mobile Advertising Study,2023 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /5MOST IN-APP ADVERTISERS ARE STILL BUYING PERFORMANCE ADSThis study segments in-app advertisers into two subgroups:Brand buyers a

13、re defined as advertisers whose primary objectives are improving brand awareness or brand reputation.Performance buyers are advertisers who primarily seek to generate leads or sales,increase consumer engagement,web traffic or app downloads.The study found that 77%of performance buyers advertise in-a

14、pp,as opposed to 60%of brand buyers.Base:All respondentsSource:Milieu/PubMatic Mobile Advertising Study,202377%60%PERFORMANCE BUYERSBRAND BUYERSSHARE OF MARKETERS ADVERTISING IN-APP,BY TYPE OF MARKETER 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMIN

15、G MEANS FOR PUBLISHERS /6DESPITE THIS,BRAND AWARENESS IS THE LEADING BENEFIT OF IN-APP ADVERTISING79%of marketers reported improved brand awareness,which is the top benefit of advertising in-app.92%of Japanese mobile marketers reported an improvement in brand awareness,but only 40%noticed an increas

16、ed return on their investment(ROI).Whereas awareness and ROI were more closely aligned in Singapore and South Korea,likely due to the maturity of their mobile advertising markets.Mobile ads can have an impactful,positive effect on brand awareness for buyers,while publishers need to maintain a brand

17、safe environment.TAKEAWAYS FOR PUBLISHERSAPACJapanS.KoreaSingapore75%75%92%79%Were able to target a different set of consumers78%58%68%69%It has increased our returns-on-investment(ROI)84%62%40%66%Brand awareness has improvedBase:All respondentsSource:Milieu/PubMatic Mobile Advertising Study,2023BEN

18、EFITS OF IN-APP ADVERTISING 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /7MARKETING BUDGETS SHIFT INTO MOBILE GAMINGCHAP T ER 2:2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GA

19、MING MEANS FOR PUBLISHERS /8HALF OF ALL ADVERTISERS HAVE PURCHASED IN-GAME ADSToday,about 2 in 3 global internet users are mobile gamers.1The study shows 52%of marketers who currently incorporate in-app ads in their marketing strategies also invest in mobile gaming ads.Each market shows different ad

20、option rates on in-game advertising.Singapore has the highest share of marketers advertising in-game at 77%,compared with 64%in South Korea and 15%in Japan.1 Digital Marketing For Asia:What You Should Know About the Japanese Gaming IndustryBase:All respondentsSource:Milieu/PubMatic Mobile Advertisin

21、g Study,2023SHARE OF MARKETERS ADVERTISING IN-GAME,BY COUNTRYAPACJAPANS.KOREASINGAPORE27%21%52%53%32%15%16%20%64%12%11%77%Have in-game strategyIn-app only,no in-game strategyNo in-app strategy 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS F

22、OR PUBLISHERS /9PERFORMANCE BUYERS ARE MORE LIKELY TO INVEST IN-GAMEThe majority of performance buyers(71%)have invested in in-game advertising.Brand buyers are more hesitant,with just slightly less than a third(32%)having invested in-gaming advertising.*Values do not sum to 100%due to rounding Base

23、:All respondentsSource:Milieu/PubMatic Mobile Advertising Study,2023SHARE OF MARKETERS ADVERTISING IN-GAME,BY TYPE OF MARKETER*26%6%71%40%28%32%Have in-game strategyIn-app only,no in-game strategyNo in-app strategyPERFORMANCE BUYERSBRAND BUYERS 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMI

24、NG:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /10MOST IN-GAME ADVERTISING SPEND GOES TO ACTION-ORIENTED GAMESCurrently,in-game advertisers place most of their ads in action-oriented games,such as role-playing,simulation,strategy and shooting.Base:In-game advertisersSource:Milieu/

25、PubMatic Mobile Advertising Study,2023GAME GENRES THAT IN-GAME MARKETERS ARE ADVERTISING INRacingPartyPuzzleSportsCasinoMatchActionSimulationTabletopShootingStrategyRPGHyper-casual 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHER

26、S /11CASUAL GAMES REPRESENT AN UNDER-UTILIZED SEGMENT OF REVENUE OPPORTUNITY FOR PUBLISHERSA study showed that casual games,specifically puzzles,are the most played game genre today,driven by older players.1,2 This misalignment in consumption and advertising budgets puts the spotlight on casual gami

27、ng as an untapped category for brands to reach incremental audiences.Provide flexibility for buyers to spend on different game genres each genre has equal opportunity to attract brand buyers attention.1 Newzoos Global Gamer Study 20232 We are Social:Digital 2023TAKEAWAYS FOR PUBLISHERSBase:Single-pl

28、atform players(n=29,099)Source:Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)PUZZLEADVENTUREMATCHARCADE25%23%23%19%20%RACINGTOP 5 GAMING GENRES PLAYED ON ANY DEVICE 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FO

29、R PUBLISHERS /12NEW PROFILES OF MOBILE GAMERS BRING NEW AUDIENCES TO BRANDSWhile performance ads dominate in-game advertising,marketers report that the biggest appeal in in-game advertising is the ability to create positive associations of their brand with mobile gamers.More than half of advertisers

30、 also mentioned that in-game ads enable them to reach wider target audiences and having a captive audience.Choosing the right technology partner allows publishers and developers to put resources on creating high quality consumer experiences,while maximizing marketers brand goals.Base:In-game adverti

31、sersSource:Milieu/PubMatic Mobile Advertising Study,2023Effective way to capture attention59%Wide target audience rangeTo create positive associations with gamers52%52%47%45%46%For brand integrationIts where our target audience isDiverse ad formatsREASONS FOR ADVERTISING IN-GAMETAKEAWAYS FOR PUBLISH

32、ERS 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /13ADVERTISING BARRIERS WITHIN MOBILE GAMINGWhile in-game mobile advertising offers an effective way to reach new,captive audiences,the top challenges marketers face in this e

33、xciting frontier are:Being able to identify and target consumer segments within the broad label of gamers,and Safeguarding their brand and company values across the variety gaming environments 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS F

34、OR PUBLISHERS /14CHALLENGE#1MISCONCEPTIONS ABOUT MOBILE GAMERS RISK LEAVING MONEY ON THE TABLE:MARKETERS PERCEPTIONSMarketers perceptions of who the average mobile gamer is varies by market Singapore reported that men and women play equally,and most mobile gamers are between 27 and 34 years old.Mark

35、eters in Japan and South Korea,however,believe gamers to be predominantly male and under 27 years old.As such,38%of non-in-game buyers indicated that“its not where our target audience is.”Base:In-game advertisersSource:Milieu/PubMatic Mobile Advertising Study,2023JAPANS.KOREASINGAPORE61%Mostly maleE

36、ven splitMostly femaleMARKETERS PERCEPTIONS OF MOBILE GAMERS*38%66%30%48%32%10%15%2%62%JAPANS.KOREASINGAPORE9%26%2%54%8%36%1%40%16%9%2%1%30%27 to 3435 to 4243 and upwardsUnder 1818 to 26*Values do not sum to 100%due to rounding6%2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIF

37、T OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /15However,global user studies show that the demographic of an average mobile gamer is almost equally split between men and women.While theres a higher penetration of younger players,older players spend more time engaged in video games.Additionally,w

38、omen in Japan are more likely to be mobile-first gamers,accounting for 55%of the countrys mobile-first gaming community.2Misconceptions around the average mobile gamer can result in missed opportunities to target the higher spending potential of older age groups,and the household decision-making pow

39、er of women.PubMatic enriches mobile app ad requests with age and gender signals(when available),which increases the value of publishers inventory by making it more addressable for mobile app buyers.1 We are Social:Digital 20232 Newzoo and Gamma Data ReportTAKEAWAYS FOR PUBLISHERSSource:We Are Socia

40、l:Digital 202387%16-2488%87%25-3485%81%35-4477%74%45-5467%65%55-6490%2023 GLOBAL VIDEO GAME PLAYERS,BY GENDER&AGEMaleFemaleCHALLENGE#1MISCONCEPTIONS ABOUT MOBILE GAMERS RISK LEAVING MONEY ON THE TABLE:REALITY 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INT

41、O GAMING MEANS FOR PUBLISHERS /16CHALLENGE#2 FINDING THE RIGHT BRAND FIT WITHIN VIDEO GAMESBrand safety within video games was historically a concern for marketers,and still is.Marketers struggle to find the ideal brand fit in in-game advertising,with the most common reason being not“aligned with my

42、 company or brand values.”38%of marketers think their target audience doesnt align with gamers.With the explosion of mobile gaming and new cohorts of audiences,in-game advertising has become a valuable touchpoint.Todays mobile gamers are more mass market,and amenable to ads than PC or console gamers

43、.1Through a transparent and premium ad tech partner,buyers can curate relevant audiences while safeguarding against content or environments that are not aligned to company or brand values.1 Digidays“In graphic detail:Gamers are warming up to in-game ads,”2023TAKEAWAYS FOR PUBLISHERSBase:In-app adver

44、tisers who are not advertising in-gameSource:Milieu/PubMatic Mobile Advertising Study,202348%Does not align with my company/brands values38%Its not where our target audience is35%Budget constraint18%Too many options to choose from16%Limited control of where my ads will end up14%Presence of ad-blocki

45、ng software13%Negative association with brand3%Lack of internal supportREASONS FOR NOT ADVERTISINGIN-GAME 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /17More than 6 in 10 brand buyers plan increase or keep to the same budge

46、t in in-game advertising.This points to a huge windfall opportunity for publishers looking to capitalise on a shift towards in-game ads.Marketers in Singapore are the most enthused about in-game marketing,where 38%say they will increase spend“significantly,”and 36%to increase“slightly.”Conversely,Ja

47、panese marketers have more reservations about in-game marketing:with 58%saying that they“dont plan to budget for it,”but only 4%said they will“reduce”budgets.MOST MARKETERS PLAN TO INVEST MORE IN IN-GAME ADSBase:In-game advertisersSource:Milieu/PubMatic Mobile Advertising Study,2023For Japanese publ

48、ishers,its not too late to attract overseas ad spend on your inventory.Partner with global company like PubMatic to help you access diverse demand from all over the world.TAKEAWAYS FOR PUBLISHERS*Values do not sum to 100%due to rounding50%18%32%20%18%62%59%21%20%74%12%14%62%18%21%38%24%39%Increase s

49、pendSame spendReduction or no budgetAPACJAPANS.KOREASINGAPOREPERFORMANCE BUYERSBRAND BUYERSSPENDING CHANGES FOR IN-GAME ADVERTISING IN 2024*2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /18DEAL TYPES AND MEASUREMENTCHAP T ER

50、3:2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /19MOBILE APP MARKETERS ARE CHOOSING PROGRAMMATIC ADVERTISING OVER DIRECT BUYS62%of in-app marketers bought ads programmatically,driven by brand buyers.The allure of programmati

51、c advertising lies in its data-driven precision,adaptability,and cost-efficiency,making it a compelling choice for brands in an increasingly competitive and fast-paced digital landscape.In-app marketers who work solely direct with app publishers,cited“audience targeting precision”(58%)as the top rea

52、son,followed by“more control over ad placement”(53%)and“customizable solutions tailored to specific goals of our brand”(52%).Base:In-app advertisers who advertise through both direct-buy and programmaticSource:Milieu/PubMatic Mobile Advertising Study,2023PMP(Private Marketplace)provides you the bene

53、fit of direct buys,control of your inventory,as well as the efficiency and scale of programmatic.TAKEAWAYS FOR PUBLISHERSBRANDBUYERSPERFORMANCEBUYERS58%62%SHARE OF IN-APP MARKETERS WHO PURCHASE APP ADS PROGRAMMATICALLYAPACJAPANS.KOREASINGAPORE62%62%60%64%2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&M

54、OBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /20UNLOCK PREMIUM INVENTORY WITH BETTER CONTROL AND SPEEDIn search of a more tailored,secure,and brand-safe advertising environment,brands are increasingly gravitating towards exclusive,data-driven transactions offered by PM

55、P(Private Marketplace).Among marketers buying via PMP,“increased efficiency from the strength of direct deals and open,real-time bidding”is the top reason for engaging with PMP deals(42%).For brand buyers,access to a premium inventory can also mean better control over their branding within in-game a

56、d environments.PubMatic Private Marketplace:Equips publishers to designate certain inventory to be sold in an invitation-only marketplace to select buyers or groups of buyers.Base:In-app advertisers who leverage PMPsSource:Milieu/PubMatic Mobile Advertising Study,2023TAKEAWAYS FOR PUBLISHERSLess pos

57、sibility of ad fraud42%We know which publishers were dealing withIncreased efficiency from the strength of direct deals and open,real-time bidding19%16%14%10%Access to premium inventoryAuction process is transparentIN-APP MARKETERS REASONS FOR USING PMPs 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&M

58、OBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /21BRAND BUYERS LOOK FOR MORE RELEVANT METRICSAs consumer touchpoints grow,the right metrics are essential for assessing effective in-app and in-game advertising campaigns.Marketers report that the most used key performance

59、indicators(KPIs)are still performance-oriented goals,such as return on ad spend(ROAS),click-through-rates(CTR),cost per acquisition(CPA),and cost-per-install(CPI).This leaves a gap,and an opportunity,for more relevant metrics to gauge the success of branding campaigns.PubMatics reporting suite offer

60、s brand advertisers a range of industry standard metrics such as viewability and video completion rate,helping them direct more spend to your app.Base:In-app advertisersSource:Milieu/PubMatic Mobile Advertising Study,2023TAKEAWAYS FOR PUBLISHERSViewabilityConversion rate(e.g.purchasing,signing up,do

61、wnload)Retention rateCost per acquisition(CPA)Clickthrough rate(CTR)Return on ad spend(ROAS)Fill rateDont know/not sure0%5%Cost per install(CPI)Brand lift metricsMARKETERS KPIs,BY AD TYPE45%44%39%34%48%44%51%45%51%46%36%21%37%24%54%28%40%30%In-gameIn-app 2024 PUBMATIC,INC.ALL RIGHTS RESERVEDBRANDS&M

62、OBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /22WHY PUBMATIC:MAXIMIZE REVENUE&CONTROL HOW INVENTORY&AUDIENCES ARE ACCESSEDOMNIFORMATMatching buyer needs to publisher inventory,across rewarded,interstitial,native and bannerCUSTOMER-SPECIFIC SOLUTIONSUNBIASED APPROACHMEA

63、SUREABLE QUALITYOPENWRAP SDKBRAND DEMANDVIDEOADDRESSABILITYProviding a flexible,portfolio approach to addressabilityVALUEAccess incremental brand dollars while minimizing operational headachesALTERNATE IDENTIFIERSFIRST-PARTY DATACONTEXTUAL SIGNALSOPEN MARKETANALYTICSPMP&PGAD QUALITY SUITE 2024 PUBMA

64、TIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /23MethodologyThis report is based on findings from a custom quantitative study commissioned by PubMatic and conducted by Milieu Insight,with business decision-makers from brands and agenci

65、es responsible for media buying,N=100 each from Singapore,Japan,and South Korea(N=300 overall).The study explores ad buying preferences,challenges,and growth opportunities within apps and mobile gaming.Survey fieldwork was conducted from 19 to 30 of October 2023.About PubMaticPubMatic(Nasdaq:PUBM)is

66、 an independent technology company maximizing customer value by delivering digital advertisings supply chain of the future.PubMatics sell-side platform empowers the worlds leading digital content creators across the open internet to control access to their inventory and increase monetization by enab

67、ling marketers to drive return on investment and reach addressable audiences across ad formats and devices.Since 2006,our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time.By delivering scalable and flexible programmatic innovation,we improv

68、e outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.PubMatic is a registered trademark of PubMatic,Inc.Other trademarks are the property of their respective owners.PUBMATIC CONTACTSales Contacts:LASHANNE PHANGVP,MJASON BARNESChief Revenue Officer,APACResearch Contact:SUSAN WUSenior Director,Marketing R 2024 PUBMATIC,INC.ALL RIGHTS RESERVED