InGamePlay breast cancer awareness campaign targets young and male mobile gamers

Jul 21, 2021

UK cancer charity Walk the Walk’s in-game advertising campaign sees 58% take or plan to take action, with a 24% increase in likelihood to donate among male audience

AdInMo, the InGamePlay brand advertising platform, has published the results of a mobile in-game advertising campaign by Walk the Walk, aimed at reaching new and younger audiences as well as raising awareness of male breast cancer.

The UK campaign featured two InGamePlay creatives, one promoting the charity’s annual MoonWalk event and an educational message ‘Men Get Breast Cancer Too’ and demonstrated an overall uplift of 8% in awareness among 18 – 34 year-olds. 

58% of the total audience took or intended to take some sort of action after seeing the ads placed directly within the gameplay of popular mobile games. The campaign also achieved a 12% uplift in intent to donate to the charity, nearly 12 points higher than the industry benchmark; jumping to 24% among men.

The InGamePlay ads were on average seen for 4 – 5 minutes per Daily Active User. The immersive cross-genre campaign delivered over 300,000 brand interaction minutes and the top performing genres included action and simulation games. Ads are served programmatically into mobile games without interrupting the gameplay creating a more engaging experience for players.

To understand the impact of this new media channel, AdInMo carried out a brand effectiveness study with research partner On Device Research. The campaign performed above industry digital advertising benchmarks and particularly excelled at ‘bottom end of the funnel’ goals. For example, nearly a third (29%) of players studied said they would search for more information on breast cancer or the charity as a result of the campaign.

Nina Barough, Founder and Chief Executive of Walk the Walk said: The pandemic has forced all charities to rethink their marketing, and whilst Gaming is not something we would have probably considered before, we are all having to be much more innovative in how we reach not only our existing audience, but also new ones. From the results of the campaign with AdInMo, mobile games clearly have the potential to help us engage with new audiences, and although Gaming has a strong reach to male and female, it was particularly the younger male demographic, that we wanted to reach in our awareness campaign for ‘Men Get Breast Cancer Too’.”

CEO of AdInMo, Kristan Rivers said: “The fantastic results of Walk the Walk’s recent campaign highlight the effectiveness of InGamePlay brand advertising to connect with hard-to-reach Gen-Z and millennial audiences. 

The fact our ads which are placed in the actual gameplay, for example on billboards or screens, do not interrupt gameplay like other mobile advertising formats means engagement and impact is much higher as the results of the brand effectiveness study with On Device Research clearly demonstrate.

Serving brand campaigns programmatically in-game is not about measuring clicks but is a much-needed evolution of mobile advertising and InGamePlay offers a more sophisticated media channel that enables contextual targeting, engagement and measurement of diverse mobile game players audiences in a way that respects the gaming environment.”

You can download the full case study here!

About Walk the Walk

Grant-making breast cancer charity, Walk the Walk, are the organisers of The MoonWalk London and MoonWalk Scotland, where women and men walk marathons at Midnight wearing brightly decorated bras.

Walk the Walk is a grant-making health charity, specialising in promoting the benefits of Walking as an important part of cancer prevention, as well as for overall mental health and physical wellbeing.

Walk The Walk’s website: https://walkthewalk.org/

About On Device Research

On Device Research is a private limited company specialising in market research through innovative technology and has offices in London, Dubai & Singapore.

On Device Research website: https://ondeviceresearch.com/

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