InnerActive-powered UK trial generated a 39 per cent average click-through rate.
Data from the six-week trial, which exposed UK mobile users to contextual, dynamically embedded advertising and promotions in exchange for free games, showed a click-through rate of 39 per cent.The trial, which ended on December 31st, encompassed six games from the Jamster site and attracted advertising from Adidas, Domino’s Pizza and Calvin Klein.
The ads were dynamically embedded and changed within the games, based on user behaviour. InnerActive says its 'self-learning' platform delivers a highly granular level of detail about consumer behaviour.
Israel-based InnerActive says the results seen in the Jamster trial were similar to those achieved in an earlier ad-funded entertainment trial with mobile operator Cellcom.
InnerActive co-CEO and founder Offer Yehudai said: "We think the results of this trial speak for themselves.This new entertainment channel will offer an enriched user experience, reaching a vast and untapped audience and setting a new type of interactive dialogue between advertisers and audiences."
Article continues belowAdvertisement
Lee Fenton, COO of Jamster, said: "In an industry where only one in nine people who play a mobile game actually buy one, an ad-funded offering will spur consumer adoption and fuel consumption. As the leader in mobile entertainment we are early in this segment and eager to learn first hand,how our customers both current and future will adopt ad-funded games."
Other advertisers included in the Jamster trial included Fox, Paramount Pictures, What's on TV, Pick Me Up, NME.COM and eBay.
