The Rise of In-Game Audio Ads: A Game-Changer for Brands
Rohan Premnath from Odeeo explores the growing impact of in-game audio ads, what makes them different from traditional audio advertising, and why brands should integrate them into their media strategies. The key takeaway? It’s all about scale!
The Evolution of Mobile Gaming & Advertising
Mobile gaming has emerged as a powerful channel for brands looking to expand their reach and engage users in a unique way. While mobile gaming has been around for decades—starting with Tetris in 1994 and Snake in 1997—it truly took off with the rise of smartphones. Apple’s 2007 launch of the touchscreen iPhone revolutionized mobile gaming, paving the way for popular games like Angry Birds and Candy Crush.
Today, over 3 billion people play mobile games worldwide, accounting for 11% of total mobile screen time. Despite this, mobile gaming still sees a lower share of ad spend—only 4%—similar to digital audio, which commands 31% of media consumption but only 9% of ad spend. However, this gap presents an opportunity for brands to leverage in-game audio ads and maximize engagement.
How In-Game Audio Ads Work & Why They Matter
Audio has always been an integral part of gaming, from immersive sound effects to iconic soundtracks. But now, brands can take advantage of in-game audio ads—a non-intrusive ad format that integrates seamlessly into gameplay. Unlike traditional digital audio, which is often consumed screen-free (such as podcasts or streaming music), in-game audio ads offer a 100% viewable opportunity since players remain actively engaged with their devices.
So, how do in-game audio ads work? These ads are designed to deliver brand messages during gameplay without disrupting the user experience. Because mobile gamers are fully engaged with their screens, hands, and ears, these ads achieve higher engagement rates than other digital ad formats. Research shows that 47% of gamers listen to podcasts monthly, and 29% listen daily, making them an ideal audience for audio advertising.
The Unique Value of In-Game Audio Ads for Advertisers
Unlike social media ads, which can be easily ignored or skipped, in-game audio ads provide brands with incremental reach that other channels fail to deliver. 21% of mobile gamers are not effectively reached through social media advertising, making gaming a high-impact channel for audience expansion.
For advertisers focused on brand awareness, in-game audio ads offer superior engagement and measurable results. SDK-delivered formats can integrate with Open Measurement SDK, allowing third-party verification of ad viewability and audibility. This level of tracking makes it easier for brands to measure campaign effectiveness and drive better ROI.
Additionally, performance-driven brands benefit from higher Return on Ad Spend (ROAS) compared to other formats. Since these ads are served during gameplay, players remain engaged, leading to higher CTRs and cost-effective conversions.
Why Brands Should Invest in In-Game Audio Ads
Getting started with in-game audio ads is easier than ever. Brands with existing 30-second or shorter audio creatives can seamlessly integrate their ads into mobile games through programmatic platforms or managed services. Plus, with built-in consumer protection features from Apple and Google, advertisers can ensure brand-safe and suitable placements for their campaigns.
As digital advertising moves beyond cookies and into AI-driven strategies, gaming offers a brand-safe, high-engagement environment where advertisers can connect with premium audiences at scale. In-game audio ads are no longer just an option—they’re a must-have in every marketer’s playbook.
Also Read – Experts Reveal Best Practices for Audio Advertising Effectiveness