Podcasters are using a new type of advertising built into mobile video games to increase mainstream listening, but analysts question whether the tactic is deceptive.
This method uses ads embedded in smartphone video games. When a player clicks on an ad that usually wins an in-game award, a clip from the podcast episode is broadcast, causing the podcaster to treat the player as a new listener even though they close the ad after a few seconds. or minutes. .
Some analysts wonder if this is a fraud against advertisers.
In time:
“Not all experiences are the same,” says Larry Chiagouris, a marketing professor at Pace University. “I’m not talking [this tactic is] unethical or illegal, but it raises questions. If someone is trying to play the game and that’s the purpose of that interaction, they might just want to play the game and not really be interested in sharing information.”
Podcasts often rely on downloads as the primary metric for ad sales. When someone hits the play button in the app on their mobile device, the entire episode starts downloading so they can listen to it even when there is no good internet connection, like on a plane or on the subway. An episode ad is inserted during download, meaning that even if a consumer only listens to 10 minutes of a 30-minute show, an ad with the 15-minute mark in the middle of a clip is usually present. , the sales team is even more important.
Just because a podcast is embedded in a game doesn’t mean it’s deceptive or that new listeners won’t listen to ads embedded in a podcast, especially if it’s playing at the beginning of a clip.
some popular video games such as Grand Theft Auto series even simulates in-game car radios. One can imagine a future where some games will feature full episodes of real-life podcasts and radio.
Source: Breitbart
