Report
Audio Ad Engagement in Mobile Games
This analysis examines the efficacy of in-game audio advertising as a non-intrusive alternative to traditional video and banner formats within the mobile gaming industry. The primary thesis posits that audio ads maintain player engagement and retention by allowing gameplay to continue uninterrupted, thereby fostering a more positive brand association compared to conventional, disruptive advertising models. Research findings are derived from a combination of market surveys and behavioral testing. A YouGov survey of 2,200 respondents highlights that 86% of UK adults dislike video ads, while 28% identify audio ads as their preferred monetization model. Behavioral testing conducted by Go Live Test confirms that 100% of participants continued playing during audio ad delivery and achieved 100% brand recall when ads were paired with a companion banner. Furthermore, the data indicates a significant engagement advantage, with audio ads achieving a click-through rate (CTR) of approximately one click per 1.4 listens, vastly outperforming the 0.08% average CTR typical of static banners. The effectiveness of this format is further validated by a Warner Music Group case study targeting 18-to-30-year-olds in the United States. The campaign achieved a 1.78% CTR—representing a 1,000% increase over traditional banner standards—and an ad completion rate exceeding 75%, significantly higher than the 4% to 8% industry standard for skippable video ads. Additionally, the campaign recorded a 1.8% bounce rate on the destination page, suggesting high intent among users who engaged with the audio format. These findings suggest that audio advertising offers a viable solution for developers and brands seeking to monetize a global audience of 2.8 billion mobile gamers without compromising the user experience. By integrating seamlessly into the background of gameplay, audio ads mitigate the frustration associated with screen-blocking video ads, ultimately driving higher engagement and more favorable brand outcomes.
AudioMobJan 2021
Report
Mobile App Trends 2021: A Focus on APAC
This analysis examines mobile app performance across the Asia-Pacific (APAC) region, focusing on the period from January 2019 through May 2021. The data is derived from a sample of 910 top-performing APAC-based apps and the broader Adjust dataset, covering markets including India, Indonesia, Japan, Singapore, and South Korea. The study concentrates on four primary verticals: fintech, e-commerce, hyper-casual gaming, and non-hyper-casual gaming. The findings reveal a significant surge in mobile adoption triggered by 2020 lockdowns, with regional installs growing by 31% and sessions increasing by 54% year-over-year. This momentum has largely sustained into 2021, with installs rising an additional 4% in the first half of the year. APAC currently accounts for 64% of global mobile app downloads and 60% of global mobile gaming revenue. Fintech emerged as a standout performer, seeing a 36% increase in installs in 2020 and continued growth in 2021, particularly in Singapore and Vietnam. Hyper-casual gaming also saw explosive growth, with installs rising 66% in 2020. User engagement metrics indicate that APAC users spend more time in-app than the global average, with session lengths averaging over 22 minutes in early 2021. Retention rates remained stable despite the influx of new users, with fintech maintaining the highest 30-day retention at 7.14%. From a cost perspective, the median effective cost per install (eCPI) peaked at $1.49 in early 2020 before dropping to $0.74 by early 2021. The analysis concludes that while the pandemic accelerated mobile reliance, the resulting shifts in consumer behavior are permanent, requiring marketers to focus on granular user journey data and localized optimization to maintain growth in an increasingly competitive landscape.
AdjustJan 2021
