Mobile gamers prefer non-intrusive audio ads over video interruptions, study

A new audio brand lift study by audio research and analytics platform Veritonic, in partnership with Audiomob, reveals insights that challenge outdated assumptions about mobile gamers and their advertising preferences.

Unlike traditional surveys, this study surveyed individuals who had directly experienced Audiomob's in-game audio ads. Responses were collected from users who had heard or interacted with the actual ad format, ensuring that the feedback came from qualified, contextually relevant participants.

The study, based on 37 million audio ad impressions, highlights the effectiveness of non-intrusive audio ads and the evolving nature of the gaming audience.

Key Findings

Gaming is for Everyone: 93% of respondents play mobile games weekly, with strong representation across age groups and genders. The stereotype of gamers as teenage boys no longer applies.

Ad Tolerance is Shifting: 54% of respondents preferred non-intrusive audio ads over interruptive video formats. Audiomob’s format keeps players engaged, with 42% continuing to play during the ad.

Gaming is Gender-Inclusive: A significant proportion of respondents were female, further disproving outdated assumptions about the gaming demographic.

Cross-Generational Appeal: The findings show that audio ads in games resonate across age groups, broadening reach for advertisers.

Audio is Preferred: Only 9% of gamers preferred video ads over audio. This affirms the appetite for ad formats that enhance rather than disrupt.

The study also revealed that 30% of respondents recalled hearing in-game ads, outperforming recall rates for podcasts (6%) and music streaming platforms (5%).

Christian Facey, CEO & Co-Founder, Audiomob:"These findings highlight the value of respectful, non-intrusive audio ads in mobile gaming. Our technology allows brands to connect with a diverse, highly engaged audience without interrupting the experience."

In addition to brand recall, the study measured consumer intent. 34% of gamers reported taking action or seeking more information after hearing an in-game audio ad. This demonstrates how the format doesn’t just generate awareness, but drives engagement.

Damian Scragg, GM, International at Veritonic: "This study underscores the qualified power of audio in mobile gaming. These are not passive listeners; they’re verified recipients of the ad format, which makes these findings all the more impactful."

Audiomob’s patented, non-intrusive technology continues to gain momentum as mobile gaming grows across age brackets. With 52% of respondents saying gaming is the place they're most likely to engage with ads, the channel is fast becoming a dominant force in digital marketing.

The full whitepaper can be accessed here

www.audiomob.com

www.veritonic.com

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