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June 06, 2008

Greystripe: Advertisers Should Covet Mobile Game Market


Young people are playing games on mobile devices more than any other demographic, a fact that should draw hordes of advertisers to the industry, according to new data from a company that’s developed a platform for ad-supported games.
 
About 68 percent of Greystripe players in the United States, and 75 percent of users worldwide, fall between the ages of 18 and 34, the San Francsico-based company is reporting today.
 
According to Christine Perey, a research analyst at Perey Research & Consulting – presumbably the firm that collected and compiled the statistics – the type of targeting data that Greystripe uses should be viewed as “invaluable” for the mobile ad industry.



 
“In particular, this type of data will allow mobile to bring brands closer to their best prospects and engage with their most loyal customers,” Perey said. “Greystripe helps move advertising beyond lead-generation toward interactive and, eventually, transactional experiences.”
 
According to the study, those who use Greystripes more than 800 games are split almost evenly between men and women. Consumers in the United States are split 60 percent male and 40 percent female, according to the company, “confirming that mobile gaming does reach both men and women.”
 
Company officials say the data they’ve collected can benefit both players and advertisers.
 
“The increased knowledge into which games consumers are looking for allows advertisers to target their message more efficiently and allows distribution partners to merchandise the games users want,” Greystripe officials say. “Since the company launched GameJump and the AdWRAP Catalog Program in 2006, over 65 million ad-sponsored games have been downloaded with the average gamer playing each game a total of 66 minutes.”
 
According to the data, 51 percent of GameJump’s users are the primary purchasing decision makers of the household, with another 39 percent sharing the responsibility.
 
“So,” Greystripe officials conclude, “in all, 90 percent of the consumers exposed to advertisements on the Greystripe network have the power to make purchasing decisions for their families. This is an obvious advantage to advertisers.”
 
The data also shows that Greystripe’s “click-through rate” is about 10 percent worldwide – a statistic that company officials say is six times higher than that of a traditional mobile advertising method, such as banner ads (1.5 percent).
 
According to the company’s chief executive officer, Michael Chang (News - Alert), analysis of users helps Greystripe create an “engaging brand advertising experience.”
 
“The more we know about our users, the more we can do to ensure that they are having fun with our publishers’ games,” Chang said.
 
Other data that Greystripe compiled includes which game devices users own, what carriers they use, the top-20 downloaded games, how many kids they have, what types of soda they drink, how often they go to the movies and what kind of cars they drive.

Michael Dinan is a TMCNet Editor. To read more of his articles, please visit his columnist page.
 
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users. Today’s featured white paper is Fixed Service Strategies for Mobile Network Operators, brought to you by Comverse (News - Alert).





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