Special Feature
Precise TV
In-app gaming advertising can kick-start 2024 sales
Precise TV has launched a new solution that promises to reduce media wastage when advertising inside gaming apps. Chairman and co-founder, Christian Dankl, tells us more.
W
ith global toy and games sales expected to hit $126b by the end of 2023, and an estimated $129b by the end of 2024, it is vital that brands within this vertical have a robust digital advertising strategy in place to ensure they are earning their piece of the pie. To be successful in the toy business, companies must have an advertising strategy that allows them to reach as many people in their primary target audience as possible, while at the same time remaining tight enough that budget is not wasted reaching people who are not relevant (known as media wastage). Our recent proprietary research shows that YouTube is the number one platform with kids, with 86% of 6-9 year olds and 88% of 10-12 year olds saying it's where they most recently and frequently watched content. As we look into the older demographic, almost 8 in 10 teens say YouTube is their favourite place to watch content - a stat uncovered by our first ever Gen Z report launched earlier in the year. Hot on YouTube’s heels is Gaming. Gaming reaches 50%
of kids and is the third most popular way of consuming content after YouTube and video on demand (VOD). Furthermore, according to Venatus, 80% of parents say their child (aged 5-11) interacts with a tablet - therefore having access to gaming apps - and 50% of kids can identify more than four gaming platforms. Gaming is big business, and this opens up a new advertising opportunity for brands. After eight very successful years of reducing media wastage by up to 60% for our clients on YouTube, Precise TV is proud to launch a brand-new media wastage reduction solution for in-app gaming advertising. How are we able to do this? Our platform leverages a proprietary global set of kids and family panel data, combined with contextual targeting, that is used to connect brands with highly engaged kids and relevant audiences. In this case it would be targeting a certain age demographic, maybe a certain gender or people who have expressed an interest in similar games in the past. Through our access to a network of custom mini-games and in-app video, we can reach up to 400 million kids,
Toy World 46
teens and families and run COPPA compliant ads across a portfolio of kids safe publishers. Precise TV’s contextual targeting method ensures we run ads across top gaming apps - meaning ads reach the most appropriate audience. This results in media wastage reduction whilst delivering strong CTR, average branded play time, engagement and, ultimately, product sales. Tests for the world’s largest toy brands have found our new solution can reduce media wastage by up to 70% compared to market averages, resulting in a 54% lift in CTR and 76% lift in playtime. Precise TV can help create custom-mini games to drive that initial awareness with a brand’s audience, within the gaming world, authentically engaging them while they're in the right mindset. If you would like to discuss how your brand can add inapp gaming advertising to their digital marketing plan and boost sales for 2024, please don’t hesitate to contact us for a quick and easy demo. Visit the website at www.precise.tv or get in touch at info@precise.tv.
