A New Era in Advertising: More Sales and Engagement With Gamification

A New Era in Advertising: More Sales and Engagement With Gamification

The majority of consumers today are overwhelmed by advertising. Especially on social media and mobile, the ads they encounter are often ignored. While users look for various ways to skip ads, brands struggle to deliver their messages to the target audience. So how should advertising proceed to become more effective?

A comprehensive report published recently offers a clear answer to this question: interaction elements in mobile video ads enable brands to build stronger bonds with consumers. Gamification in particular triggers purchase intent by increasing the memorability of ads.

'Gamification elements in advertising make it easier for the consumer to bond with the brand.'

Scope of the Research

This study was conducted under the leadership of Digital Turbine in collaboration with King's Business School (University of London), Bayes Business School and Vrije Universiteit Amsterdam. The researchers examined 250 different mobile ad campaigns and interviewed approximately 270,000 consumers.

156,000 of the participants were shown mobile video ads containing different interaction elements such as browse, sample and gamification. They were then surveyed by Nielsen and asked which brand they would prefer on their next purchase.

The results were striking: ads containing gamification elements brought brand preference rates to much higher levels than other methods.

Three Core Interaction Types

The research focused on three core interaction models in mobile advertising:

• Browse: The consumer accesses additional information about the product or service within the ad.
• Sample: The user can experience different variations of the product through the ad.
• Play (Gamification): The ad is designed with game mechanics and the user actively participates.

According to the findings, gamification creates higher engagement and purchase intent than other methods.

'Gamification transforms the consumer from a passive viewer into an active participant.'

Engagement Impact by Sector

The research revealed not only a general trend but also which interaction model is more effective in different sectors.

• Entertainment Sector: Gamification showed the strongest impact at 45.8%. In entertainment, consumers are more open to active participation.
• Retail: Sample stands out (61.1%). Consumers value the 'try the product' experience.
• Technology & Telecom: Browse at 79.8%, sample at 56.8% are at very high levels. Consumers are eager to learn technical details.
• Automotive: Sample at 23.8% and browse at 13.2% were effective. Users want to experience product features.
• Packaged Consumer Goods: Sample stood out at 25.5% while gamification remained at 13%.
• Restaurants: Sample was the most preferred method at 26.9%.

In short, the same method is not valid for every sector. In entertainment, gamification stands out; in technology, browse; and in retail, sample.

Why Is Gamification So Effective?

Gamification gives the user a sense of control and participation. Instead of just watching an ad, the user becomes part of the ad. This increases interest in the ad.

From a psychological perspective, gamification triggers fundamental motivations such as 'earning rewards' and 'achieving success.' Many consumers build a fun bond with the brand through such ads.

'When an ad offers the user a game experience, it is not only watched; it is remembered.'

Takeaways for Brands

The research gives brands important messages:

• Ad content should be adapted to sector dynamics.
• Gamification stands out in entertainment, sample in retail, and browse in technology.
• Highly interactive ads increase purchase intent.
• Instead of traditional ad formats, solutions that activate the consumer should be preferred.

In short, interactive advertising strategies make brands' marketing investments more efficient.

Researchers' Commentary

According to the team conducting the research, the way to turn the consumer's advertising experience into a positive one is to design participatory ads.

Dr. Yusuf Oc: 'Gamification ensures that an ad is not only fun but also influences purchase decisions.'

Prof. Kirk Plangger: 'There is a different interaction model for each sector. Finding the right method is critical.'

Prof. Francesca Sotgiu: 'An ad should not only catch the consumer's attention; it should leave a lasting impact.'

Source

The full text of the research can be accessed here:
The Ultimate Guide to Interactive Mobile Video Ads - Digital Turbine, 2024