The mobile advertising ecosystem is exploding. Global mobile ad spend is expected to exceed $45 billion in 2015, according to eMarketer. A major reason for the increase is the development of new ad units that organically appear within content, spurred by technological advances as well as an increasing number of smartphones with larger screens.
Celtra has found that game-like ads perform significantly better than static, noninteractive display ads or videos. These interactive, gamified commercials saw better engagement and clickthrough rates, and people spent more spent interacting with the ads, according to a study the company performed. With mobile-advertising revenues on track to surpass $31 billion in 2014, every marketer and agency is looking for an edge — and Celtra thinks game-like ads, which it refers to as “gaming ads,” are exactly that.
Celtra and the Telegraph Media Group (TMG) have unveiled two new high impact ad formats that will be utilised on the Telegraph’s mobile site.