{"id":1742287,"date":"2022-07-20T06:39:00","date_gmt":"2022-07-20T10:39:00","guid":{"rendered":"https:\/\/platogaming.com\/?post_type=station&p=1742287"},"modified":"2022-07-20T06:41:53","modified_gmt":"2022-07-20T10:41:53","slug":"how-accessible-responsible-and-inclusive-ads-are-already-breaking-open-your-cpi","status":"publish","type":"station","link":"https:\/\/platogaming.com\/plato-data\/how-accessible-responsible-and-inclusive-ads-are-already-breaking-open-your-cpi\/","title":{"rendered":"How accessible, responsible, and inclusive ads are already breaking open your CPI"},"content":{"rendered":"
PocketGamer.biz does not need to express how vital user acquisition is to the mobile games industry. With IAPs driving less than 50 per cent of revenue, and privacy changes from Apple and Google disrupting the ad monetisation landscape, bringing more players onboard is only becoming more vital.<\/p>\n
This means thinking creatively, strategically, and sometimes even misleadingly. Claire Rozain, UA team lead at Rovio<\/a>, casts her expert lens on the latest user acquisition strategies in her weekly column, UA Eye<\/a>.<\/p>\n Last week, I spoke about the mobile games ads no one wants to see<\/a>: denigrating, insulting, derogatory ads that reveal the mobile games industry’s archaic side. These ads play on insulting gender stereotypes, reinforce beauty standards and hypersexualisation of women, and base prejudices.<\/p>\n As an industry, we owe it to ourselves to break out of this messaging and express the true diversity and openess of mobile games. But there’s another reason to choose progressive messaging: it feeds your bottom line.<\/p>\n In its report, Embracing Change Through Inclusion 2022<\/a>, Meta<\/a> ran an interesting ad report analysing 60 campaigns that showed advertising that respects inclusivity is better memorised. This is a game change nowadays in a market with so many game available on mobile. As noted in the report:<\/p>\n \u201cAdvertising For Good: Meta partnered with some of Latin America\u2019s biggest brands to create ad campaigns using two versions of the ads \u2014 with the second version featuring a protagonist from a traditionally underrepresented group.<\/p>\n “Meta was able to compare the performance of the brands’ advertisements after analysing 60 campaigns across industries and found consumers were more likely to remember the ads with a diversity element and more likely to associate the messaging with the ad<\/em>.”<\/p>\n Let’s run through some success examples of ads that carry a more progressive and inviting tone.<\/p>\n 1. Alt text<\/strong> is a tenet of accessible web design: this attribute was originally created in order to describe the appearance and look and feel of a page. It translates the visual UI into a text-based UI, enabling visually impaired users using screen readers to load the text and the reader read the creative. This is a must-know in SEO and should be used in order to achieve a higher Google ranking.<\/p>\nBreaking your limit<\/h2>\n
The breakdown<\/h2>\n