Advertisers need to tap into smart data via partners to establish deep customer relationships and exploit an expanding mobile gaming market, according to Dora Michail, senior director of audience solutions for EMEA at internet giant Yahoo!
Michail, speaking at the Data Insight and Business Intelligence conference at ICE Totally Gaming in London this (Wednesday) morning, outlined the broad shift of users from PC to mobile and television to online video and the significant influence of gaming on mobile platforms worldwide.
“The advertiser shift is away from TV spend,” she said. “Data is the central point of value as we go forward in marketing, and there is enormous potential to maintain our creativity through a programmatic approach.” Michail explained that mobile devices have overtaken PCs for digital content consumption on a global basis.
Mobile users spend an average of 32 per cent of the time on a game, with 86 per cent of the time spent on an application as opposed to 14 per cent on a browser. Michail also confirmed that gaming is a “global pastime” with an average of about 37 minutes spent gaming on a mobile every day. Women spend more time gaming than men, and the US is significantly above the average with 51.8 minutes spent gaming per day.
The sector is growing significantly year-on-year, with mobile gaming revenue worldwide projected to reach $24bn in 2016 from in-app purchases, not counting an extra $12bn in advertising revenue through apps. “Driving the spend is the idea of big data,” Michail added. “Whether it’s overhyped or real it is about volume, velocity and variety. “You need scale and the systems that will allow you to capture the data in real time.”