{"id":8416,"date":"2023-03-01T18:47:19","date_gmt":"2023-03-01T18:47:19","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/"},"modified":"2023-03-01T18:47:19","modified_gmt":"2023-03-01T18:47:19","slug":"level-up-your-video-game-ad-strategy-a-guide-to-measuring-success","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/","title":{"rendered":"Level up your video game ad strategy: A guide to measuring success"},"content":{"rendered":"<p>In today\u2019s digital age, video games have become a massive industry with millions of players worldwide. As the industry continues to grow, so does the competition among game developers and publishers to attract more players. As we have discussed, one way they achieve this is through advertising. However, measuring the success of video game ads can be a challenge. <\/p>\n<p>This is the fifth article in our series on why video game advertising is a huge opportunity for brands in 2023. Here, we\u2019ll discuss how to measure success with video game ads.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Different_video_game_ad_types\" >Different video game ad types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Measuring_success\" >Measuring success<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Impressions\" >Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Click-Through_Rate_CTR\" >Click-Through Rate (CTR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Conversion_Rate\" >Conversion Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Cost_Per_Click_CPC\" >Cost Per Click (CPC)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Return_on_Ad_Spend_ROAS\" >Return on Ad Spend (ROAS)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Engagement_Rate\" >Engagement Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#View-through_Rate_VTR\" >View-through Rate (VTR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Brand_Lift\" >Brand Lift<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Play_Rate\" >Play Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Completion_Rate\" >Completion Rate<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Why_should_brands_try_video_game_ads\" >Why should brands try video game ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success\/#Score_your_success\" >Score your success<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Different_video_game_ad_types\"><\/span>Different video game ad types<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before delving into the metrics used to measure the success of video game ads, it\u2019s important to understand the different types of ads used in the industry. There are several types of video game ads, including:<\/p>\n<p>Pre-roll Ads \u2013 These are ads that appear before a player begins playing a game. They can be skippable or non-skippable and are typically 15-30 seconds long.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/in-game-ads-why-brands-should-be-excited-392152\" target=\"_blank\" rel=\"noopener\">In-Game Ads<\/a> \u2013 These ads appear within the game itself and can take various forms, such as billboards, product placement, or branded items within the game.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/brands-guide-to-effective-mobile-game-advertising-392386\" target=\"_blank\" rel=\"noopener\">Mobile Ads<\/a> \u2013 These ads appear within mobile games and can be banner ads, interstitial ads, or rewarded video ads.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Measuring_success\"><\/span>Measuring success<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that we\u2019ve discussed the types of video game ads let\u2019s move on to measuring success.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Impressions\"><\/span>Impressions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Impressions are the number of times an ad is displayed to potential viewers. Measuring impressions can give you an idea of the reach of your video game ad campaign. If you\u2019re looking to maximize the exposure of your ad, then measuring impressions is essential. This metric is particularly useful for pre-roll and mobile ads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Click-Through_Rate_CTR\"><\/span>Click-Through Rate (CTR)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Click-through rate (CTR) measures the number of clicks an ad receives divided by the number of impressions. CTR is a good indication of how engaging your video game ad is. If your CTR is low, it might be time to rethink your ad creative. CTR is an important metric for all types of video game ads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Conversion_Rate\"><\/span>Conversion Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Conversion rate measures the percentage of users who clicked on an ad and then went on to perform a desired action, such as downloading a game or making an in-game purchase. Conversion rate is an important metric for in-game ads and mobile ads. A high conversion rate means that your video game ad is effectively driving users to take the desired action.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Cost_Per_Click_CPC\"><\/span>Cost Per Click (CPC)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cost per click (CPC) measures the cost of each click on an ad. This metric is particularly useful for mobile ads, as it can give you an idea of how much it costs to drive users to take a specific action, such as downloading a game. CPC is an important metric for video game ads because it allows you to track your ad spend and ensure that you\u2019re getting a good return on investment.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Return_on_Ad_Spend_ROAS\"><\/span>Return on Ad Spend (ROAS)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Return on ad spend (ROAS) measures the revenue generated from an ad campaign divided by the cost of the campaign. ROAS is a good indication of how profitable your video game ad campaign is. If your ROAS is low, it might be time to rethink your ad creative or targeting. ROAS is an important metric for all types of video game ads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Engagement_Rate\"><\/span>Engagement Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Engagement rate measures the number of interactions an ad receives divided by the number of impressions. Interactions can include actions such as likes, shares, and comments. Engagement rate is a good indication of how well your video game ad is resonating with viewers. A high engagement rate means that your ad is generating interest and sparking conversation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"View-through_Rate_VTR\"><\/span>View-through Rate (VTR)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>View-through rate (VTR) measures the percentage of viewers who watched an ad in its entirety. VTR is particularly useful for pre-roll ads, as it can give you an idea of how engaging your video game ad is. A high VTR means that viewers are interested in your ad and are more likely to take action. VTR is an important metric for all types of video game ads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Brand_Lift\"><\/span>Brand Lift<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Brand lift measures the impact of an ad on brand awareness and perception. It\u2019s important to measure brand lift for video game ads, as it can give you an idea of how well your ad is resonating with your target audience. Brand lift can be measured through surveys, focus groups, or other market research methods.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Play_Rate\"><\/span>Play Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Play rate measures the percentage of viewers who interacted with an in-game ad by clicking on it or engaging with it in some way. Play rate is an important metric for in-game ads, as it can give you an idea of how effective your ad is at engaging players within the game. A high play rate means that your ad is generating interest and sparking interaction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Completion_Rate\"><\/span>Completion Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Completion rate measures the percentage of viewers who watched an entire video ad. Completion rate is important for pre-roll ads, as it can give you an idea of how engaging your ad is. A high completion rate means that viewers are interested in your ad and are more likely to take action.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_should_brands_try_video_game_ads\"><\/span>Why should brands try video game ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brands should try video game ads for several reasons. Firstly, the video game industry is one of the fastest-growing and most lucrative industries in the world. According to a report by <a href=\"https:\/\/newzoo.com\/insights\/articles\/global-games-market-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-on-track-to-surpass-200-billion-in-2023\" target=\"_blank\" rel=\"noopener noreferrer\">Newzoo<\/a>, the global video game market is expected to generate over $200 billion in revenue by 2023. This means that video game ads have the potential to reach a massive and engaged audience.<\/p>\n<p>Secondly, video games have a diverse and loyal fan base that is receptive to advertising. A study by <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/2\/2019\/04\/nielsen-games-360-report-2017.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Nielsen<\/a> found that gamers are more likely to purchase products advertised within a game. In fact, 44% of gamers said that they have purchased a product as a result of an in-game advertisement.<\/p>\n<p>Thirdly, video game ads provide brands with a unique and interactive way to engage with their audience. In-game ads, for example, can take many forms such as branded items, product placement, or billboards within the game environment. This means that brands can integrate their products or services into the game world and create a more immersive and memorable advertising experience for the player.<\/p>\n<p>Lastly, video game ads offer brands the opportunity to target their audience with precision. Video game ads can be targeted based on a player\u2019s demographic, behavior, and location data. This means that brands can reach the right audience at the right time, increasing the likelihood of conversion and engagement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Score_your_success\"><\/span>Score your success<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Measuring the success of video game ads is essential for brands to understand the effectiveness of their ad campaigns. The different types of video game ads require different metrics to measure success, such as impressions, CTR, conversion rate, CPC, ROAS, engagement rate, VTR, brand lift, play rate, and completion rate. By tracking these metrics, brands can gain insights into how well their ad campaigns are resonating with their target audience and make necessary adjustments to improve their success.<\/p>\n<p>Video game ads provide brands with a unique and interactive way to engage with their audience, and the video game industry\u2019s growth and receptive nature of gamers towards advertising makes it a valuable addition to a brand\u2019s marketing mix. With precise targeting options and the potential for high engagement rates, video game ads offer brands a promising opportunity to reach a large and engaged audience. By measuring the success of video game ads, brands can continue to improve and optimize their ad campaigns to achieve their desired outcomes and goals.<\/p>\n<p>ICYMI, don\u2019t forget to check out the other articles in our series on why brands should be creating video game ad campaigns in 2023. <\/p>\n<p><a href=\"https:\/\/searchengineland.com\/in-game-ads-why-brands-should-be-excited-392152\" target=\"_blank\" rel=\"noopener\">In-game ads: why brands should be excited<\/a><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/brands-guide-to-effective-mobile-game-advertising-392386\" target=\"_blank\" rel=\"noopener\">Brands\u2019 guide to effective mobile game advertising<\/a><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/maximizing-reach-and-engagement-a-guide-to-the-top-video-game-ad-platforms-for-brands-392718\" target=\"_blank\" rel=\"noopener\">Maximizing reach and engagement: A guide to the top video game ad platforms for brands<\/a><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/understanding-the-key-differences-between-the-top-video-game-ad-networks-and-exchanges-393091\" target=\"_blank\" rel=\"noopener\">Understanding the key differences between the top video game ad networks and exchanges<\/a><\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/level-up-your-video-game-ad-strategy-a-guide-to-measuring-success-393788\" target=\"_blank\" rel=\"noopener\">Level up your video game ad strategy: A guide to measuring success<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>In today\u2019s digital age, video games have become a massive industry with millions of players worldwide. As the industry continues to grow, so does the competition among game developers and publishers to attract more players. As we have discussed, one way they achieve this is through advertising. However, measuring the success of video game ads can be a challenge. This is the fifth article in our series on why video game advertising is a huge opportunity for brands in 2023. Here, we\u2019ll discuss how to measure [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8416","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8416"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8416\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}