January 22nd, 2019

Want to Reach Super Bowl Viewers? Own The Downtime With In-Game Mobile Ads

American Football Snap


Tapjoy asked more than 4,000 mobile gamers in the US how gaming fits into their Super Bowl viewing plans, and we discovered a major overlap between Super Bowl and mobile gaming audiences. Many gamers will have their eyes on multiple screens during Super Bowl Sunday as they bounce back and forth between the big game and the little ones on their mobile devices. Marketers looking to maximize their returns on this once-a-year brand awareness opportunity will need to ensure that their brand is everywhere their customers are, and our survey results suggest in-game ads are among the best options for getting in front of Super Bowl audiences.

90% of mobile gamers play while watching TV

No matter what’s on, our survey revealed that almost all mobile gamers enjoy playing games on their phones and tablets while watching TV. As the Superbowl game goes through its highs and lows, many viewers will turn to mobile games for entertainment in the pockets of time between big plays.

60% of mobile gamers plan to watch the Super Bowl

The majority of both male and female mobile gaming audiences plan to tune in for the big game, and with so many gamers filling their spare moments with mobile play time, mobile marketers of all stripes have a fantastic opportunity to capture their attention at a cost-effective rate.

53% of female mobile gamers plan to watch the Super Bowl

Advertisers looking to connect with female audiences through in-app ads will have ample opportunity during the Super Bowl. More than half of female gamers surveyed planned to watch the event and 49% planned to include 1-5 hours of mobile gaming in their viewing plans, giving advertisers no shortage of chances to capture customer attention.

Super Bowl audiences prefer to engage with three key ad categories

Super bowl audiences are primed for all manner of ads, but marketers working in a few key categories have the greatest chances for success due to preexisting audience interest. Mobile gamers reported the highest interest in ads for the following categories:

  1. Movie Trailers & Entertainment
  2. Mobile Games or Apps
  3. Food & Beverage

80% of heavy mobile gamers watch the Super Bowl for the halftime show or commercials

Everyone loves a good halftime spectacle, and the most engage mobile gamers are no exception. Audiences that are primed and ready for quality storytelling are yet another reason marketers will want to ensure that their brand has a broad media footprint during the festivities.

70% of male mobile gamers play mobile games either during the game or at the commercial breaks

Mobile games are designed to offer bite-sized entertainment to players, making them an ideal fit for filling the moments when the game slows down or when televised commercials fail to capture audience attention. Males in particular have no problem getting in a few extra play sessions while the game is on.

40% of gamers prefer to engage with ads that provide rewards above any other format

Rewarded ads like offerwalls and other value exchange formats remain the favorite way for mobile gamers to “pay” for their experiences, with video ads and interactive/playable ads coming in second and third places respectively. With ads like these integrated seamlessly into mobile gaming experiences, advertisers can connect with immersed and attentive audiences, even during the most lively Super Bowl celebrations.

65% of mobile gamers say they’re most likely to engage with ads that are funny

If you can make your audience laugh, you’ll have little trouble capturing their attention. Both male and female audiences said they were most likely to engage with ads that tickled their funny bone, which shouldn’t be a problem when the Super Bowl drinks are flowing!

Ready to connect with mobile gamers during the Super Bowl? Contact a Tapjoy growth expert and get started today!


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