Nas says in-game audio ads are “media dope” to promote music. How important could they become for artists?

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The music industry has long recognized the power of audio ads for its products – and the modern industry certainly knows the potential of its artists’ collaborations with video games.

But do you know the potential of audio ads? in video games? That’s the business of AudioMob, a fast-growing UK-based company specializing in game audio advertising that has previously worked on campaigns for artists like Justin Bieber and Joel Corry.

AudioMob recently celebrated its most publicized success to date, with its in-game technology used in the campaign behind Nas’ King’s disease II album.

Released in August on the Mass Appeal label, the record was No. 1 on Billboard’s R & B / Hip-Hop charts. AudioMob has promoted the LP through uninterrupted commercials in thousands of video games, allowing players to hear sample tracks – and be addressed by Nas himself – without interfering with their gaming experience.

According to AudioMob, ads for King’s disease II Secure click-through rates that are 1275% higher than the typical return of traditional (visual) banners in the game.

Video and banner ads have successfully monetized many mobile games over the years.

However, video ads can present a major challenge for game companies and brands, as intrusive ads frustrate gamers by taking control of the device’s screen and blocking the game. AudioMob argues that this disruption causes negative associations with brands and games, which ultimately reduces user retention within a mobile title.

Indeed, a recent survey found that 75% of consumers prefer to have audio ads in games rather than video ads and banners that interrupt play.

Reflecting on the Nas campaign, Mass Appeal Marketing Director Celeste Li said, “The AudioMob team has seamlessly guided us through the mobile game advertising landscape. The platform has an extended reach and is an exciting opportunity to connect with even more fans. It is a useful tool to add to your marketing toolbox.

Nas himself said: “It was interesting to see the music react in a different landscape. It’s a powerful way for artists to connect with the world.

AudioMob has raised $ 2 million to date, through funders such as Google, Supernode Global and Atomico’s Hamble Angel Fund.

MBW met with AudioMob co-founders Christian Facey (a former Facebook executive) and Wilfrid Obeng (a Google alumnus) to get more details on the Nas campaign and how they see the industry working with labels and artists. in the future…


What games was Nas’ album announced in and how targeted can you be in terms of audience?

Christian: King’s disease II has been promoted in thousands of games, from Sudoku and Word landscapes to some of the world’s most popular racing games.

We use contextual data (non-personal data) to send non-intrusive audio advertisements to players during the game, without interrupting them.

We also targeted mobile gamers based on their musical tastes. So we’ve targeted consumers who are most likely to be interested in and click on Nas’s music.


What are the benefits for consumers / gamers and brands of this form of advertising?

Wilfrid: Remember the GTA V radio? It was (and arguably still is) one of the most popular musical properties to promote your music. Fortnite is now also in the spotlight.

Brands can use AudioMob to get their messages across to similar, highly engaged users in the mobile games they play.

Game developers don’t see a drop in retention because AudioMob’s audio ads are uninterrupted. The player can continue playing the game without being blocked by the advertisements. Second, if they choose to quit the game and click (our audio ads come with clickable banners), that’s a sign of real intent. This is something that we are optimizing towards.


What other brands or products have you worked with?

Christian: AudioMob has worked on game campaigns for labels like Ministry Of Sound and artists like Ed Sheeran, David Guetta, Joel Corry and Sugarhill Gang.

“AudioMob can access 1.5 billion unique mobile gamers worldwide, with non-intrusive audio ads delivering 1000% higher click-through rates than typical banner ads.”

As far as the brand is concerned, we have worked with Intel, Samsung, Jeep, Nestlé, BlueDotFestival and countless others.


What would be your most important message to the global music industry regarding the potential of audio advertising in games – and AudioMob in particular?

Wilfrid: 66% of brands now see digital audio as a key part of media strategies (DAX, 2018) and audio advertising grew 23% to reach $ 2.3 billion in 2018 (IAB). This makes award-winning audio an alternative to award-winning video ads.

AudioMob can access 1.5 billion unique mobile gamers globally, with non-intrusive audio ads delivering 1000% higher click-through rates than typical banner ads.

We also offer the largest pool of audio spots on the planet, larger than Spotify, on the most sought-after medium: gaming.

AudioMob has worked with all the major labels before and 100% of our music campaigns have produced phenomenal results for our artists.

Imagine if you could put your piece of music on the GTA V radio, or maybe in Fortnite? With AudioMob, you can instantly present yourself in front of a similar audience.

We’re well positioned to be the next major platform alongside your typical music media mix.

From working with Nas to Justin Bieber, from classical music to country, it has been proven that any artist of any genre works on our platform.Music trade around the world

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