Apple and Google have made marketers’ lives more difficult. Today, it is harder for a game to reach the right audience only through ad campaigns on the major networks that offer this service.
Acquiring new players is more expensive and often ad campaings bring people with different motivations to play.
This week’s news is that Netflix is considering introducing ads to its platform. SONY and Microsoft, which are activating their subscription services, are also seriously considering introducing ads to their games.
New ad networks will be created. Someone calls them “content fortresses”. If these companies play their cards right, companies will certainly be pushed to invest in acquisitions directly on these platforms.
The more you know about people’s actions in other products, the easier it is to reach them. The ads that appear to these people will be more meaningful to them. People who enter a game are likely to be more drawn to the core features and mechanics.
Netflix, SONY and Microsoft can score a big win if they play their cards well. As designers, ads are an interesting tool to get better monetization numbers simply improving the reward ratios.