Gaming on the rise in Asia’s digital ad spending
Digital ad spends in the media and entertainment industry continues to grow at a double-digit pace, gaining a larger piece of the total digital ad spending pie as each year passes. Kenshoo, the predictive media optimisation software company, has taken a closer look at the growth of media and entertainment industry digital ad spending with a focus on gaming and digital ad spending.
The report says that digital ad spending will account for 22 per cent of total global media and entertainment revenues by 2017. Indonesia, India and China are in the top ten of fastest growing media and entertainment markets.
More than one third of total digital ad spend in the media and entertainment sector is on mobile devices. Gaming accounts for 13% of total mobile ad spend in the media and entertainment industry.
In Asia-Pacific and Japan, there are 480 million active video game users and 1.1 billion internet users.
The average age of game players is 30. Kenshoo recommends that search and social advertising efforts be segmented by age range so that tailored messaging is delivered to a brand’s target audience. When advertising via social media, brands should utilise Facebook targeting by gender to reach the desired target market. Creating customised, device-specific ad copy and utilising advanced paid search functionality such as app-install ads can generate downloads and bring in new users.
