Mobile gaming targeting and other product updates

A major reason advertisers choose to advertise anywhere is the unique ad offering they are provided. While we have invested heavily in developing formats that fit within the gaming context, we knew we wanted to provide more options when targeting players to ensure that your brand reaches the most relevant audience.

• Age & Gender

• Parents

• Spanish Speakers

• French Speakers

• Tech Enthusiasts 

• Travel Lovers

• Media & Entertainment Buffs

• Frequent Diners

• Pet Lovers 

• Frequent Shoppers

• Beauty Enthusiasts

• Sports Fans

   

King's new first-party audiences to help advertisers better target their campaigns.

• King Audiences’ are first-party data segments which leverage player-reported interests and are built with ad engagement insights.
• Non-ad engagement audiences are built through consent-based data collection, which is survey driven and opt-in, to build trust with our players.
• Our audiences can be combined with and/or targeting logic in order to drive more specific subsegments like young parents, or Gen Z tech enthusiasts, or more broad audiences like frequent shoppers or frequent diners.

King Audiences are available for advertisers working with us directly. Reach out to our team for more information and to start leveraging these segments in your next buy. 

We are currently testing a new ad template across formats that seamlessly fits our various games theming and elevates the advertiser. These updates will better connect brand association to the creative players who are watching. Some highlights of the improvements we’ve made include:

• Expanded Advertiser Branding: We now enable advertisers to include their logo, brand name and some copy at the top of the ad.
• Timer: We’ve moved the ad timer up to provide clear indication of ad progress toward the granted reward, as well as help players understand the ad’s total runtime.
• Persistent CTA: We’ve made the ad CTA more visible at the bottom of the ad. Additionally, we’ve included more CTA options for advertisers to use.
• Game-Aligned UI: The colors and font across the ads are now aligned with the branding of our games, which creates a cleaner ad experience for both players and advertisers.

While we do not have any specific data to share yet as to the performance improvements of this new template, we are seeing positive results early for advertisers that are testing. In audience sentiment surveying, players have overwhelmingly preferred the new experience. Results have shown highly positive sentiment to the new game-aligned UI, expanded advertiser branding and updated CTA. 

If you want to take advantage of this update, reach out to your account team for more information.

Arla is known for being the 5th largest dairy producer in the world. This year, they partnered with our gaming experts to drive brand awareness for their Anchor butter product. They leveraged our playable format to engage with potential customers who were identified as being the household shoppers within King’s player-base. 

This partnership resulted in significant brand resonance by engaging mobile users and reinforcing Anchor’s presence in the United Kingdom.

With this campaign, Arla saw a 30%+ lift in ad recall, 6%+ increase in awareness and a 7%+ increase in consideration of their brand. Additionally they were able to do this all with a 99.8% viewability rate, and a 97% video completion rate.

You can read more about the campaign here and find more case studies from other brands.