How much is 10 minutes of engagement worth?

Shannon Forbes - Digifianz Marketing Analyst

Written by Shannon Forbes - Digifianz Marketing Analyst

 On 6/11/19 11:16 AM

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How often do you pause your social media scrolling to look closely at an ad?  Facebook ad revenue reached an astounding 14.89 billion USD in 2018 in the U.S. alone, yet most often, people whip past the ads without more than a second glance. An average viewer spends less than one second looking at a digital ad and 65% of ads aren’t even viewed at all.  

Most people consider social media ads to be more of an interruption to their social media experience than anything and favorability of online ads is waning - ad blockers are on more than 615 million devices.

What if you could pique your customers’ interest and actually engage them for minutes on end?  Sound too good to be true? Think again.

Advergames, or advertising games, are instantly more appealing to customers than traditional ads and they engage customers for much longer than traditional marketing.  People spend an impressive 23 minutes per day on mobile games in the U.S.

Engage customers longer

While most of us try to swipe past ads as quickly as possible, games are instantly appealing due to their fun, competitive nature.  Games allow us to tap into our inherent playfulness, and with mobile games, people can now bring a variety of games along with them wherever they go!  

Your customers can play your branded game while on the bus, waiting at the doctor’s office, and on their coffee break.  Games bring fun into otherwise mundane daily experiences.

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You may think that mobile gamers are mostly teens, but in reality, most are adults!  78% of mobile gamers are 25 years or older.  Games allow them to escape to a digital world free of chores, traffic, and deadlines.  And games aren’t an occasional indulgence, 56% of mobile gamers report playing mobile games 10+ times a week.

Elicit an emotional response

Games tap into emotions much more than traditional ads.  With traditional ads, viewers merely observe the content, they don’t actually engage with it.  

In contrast, a game is, by definition, a participatory experience.  The viewer needs to actively engage with the content, creating a feeling of investment that is completely absent in traditional marketing.

Moreover, the emotions elicited by this interaction are much more positive than those produced by traditional ads.  Whereas marketing ads can incite frustration and exasperation, people may feel happy, excited, even competitive, while playing games.

Tap into flow

You may have heard of the concept, flow, coined by the well-known psychologist, Mihaly Csikszentmihalyi.  It’s used to describe a state of concentration that leads to absolute absorption in an activity.  People have reported experiencing flow while playing music, sports, and even games!  


Two important aspects of flow are the inclusion of measurable goals and the use of physical and/or mental skills.  With games, players can measure their skills and set goals by trying to reach a new level or beat a record.  

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The best part about flow?  You’re so involved in the task at hand that you lose track of time and even forget about emotional problems that are usually swirling around your head.  It’s no wonder people describe experiences of flow as some of the most enjoyable times of their lives.  

 

Challenge!

We challenge you to play one of our advergames, Sketch Rally - but only for one round! It’s nearly impossible to limit yourself to just one!

When you start a new game you’re learning how the controls work for that game, how to play, how to win!  It’s normal to play a couple of rounds before getting the hang of it. That may not seem like much time, but for those few minutes the player is completely engaged with your brand.

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Not only do customers engage with your brand for a longer amount of time with games, they also interact more frequently. As we saw above, heavy gamers play more than once a day and even moderate gamers (19%) play 6-9 times per week. That’s a considerable amount of interaction!

Imagine having customers choose to see your ads over and over again, for various minutes every day.  

This is the effect of advergames, which are created around your brand and mission.  Every time a customer purposefully opens up your game, they're engaging with you on their own terms.  

Moreover, players have a unique experience each time they play a game.  While ads are static, games are dynamic, leading to diverse experiences for each player, each time.  

Rather than continuing to invest precious time and funds into unpopular social media ads, you could captivate your customers with an advergame.  Games have instant appeal that help you stand out from your competitors.  They also keep customers engaged with your brand more than traditional ads - in both quantity of time and quality of experience.  Elevate your marketing strategy with an advergame!

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