Mobile game advertising partnership between Google and Unity announced
|Richard Harris in Marketing & Promotion Friday, August 3, 2018|
Mobile game giants Google AdMob and Unity have announced a partnership to shape the face of the mobile advertising industry.
Unity Technologies and Google’s mobile advertising business, AdMob, have announced a strategic partnership that will be aimed at changing the way advertisers reach gamers on-the-go and help mobile game developers monetize their apps. With more than 50 percent of all new mobile games made on Unity, this partnership gives Google advertisers access to Unity’s extensive network of mobile gaming titles through Universal App campaigns, helping advertisers reach consumers around the world on both Android and iOS.
Julie Shumaker, Vice President of Advertiser Solutions at Unity Technologies had this to say: “Everyday nearly 9 billion minutes of time is spent with consumers engaging in mobile game content built with Unity. This remains a largely untapped opportunity for performance and brand advertisers. Advertisers can win users' mindshare, drive performance, and scale campaigns to new heights by tapping into this valuable global audience.By partnering with Google, we are unlocking access to this powerful channel and providing advertisers the opportunity to drive value with high engagement ad experiences.”
To date, the partnership has resulted in video completion rates of 87.3 percent compared to the overall average of 32.5 percent with publishers such as NHN Entertainment, Yodo1 and Doodle Mobile based on internal Unity reports. The Unity ad platform reaches 1.5 billion devices and serving more than 9.4 billion ad impressions on a monthly basis.
“Google is committed to helping drive the mobile gaming ecosystem forward, and we’ve worked with Unity for several years on this advertising integration - a key example for how we enable advertisers to better reach consumers around the world,” said Sissie Hsiao, VP of Mobile Advertising at Google. “We’re especially excited about connecting advertisers with new gamers through user-first rewarded ad experiences, where rewards like new levels or extra power-ups complement the game experience.”