Mobile gaming has created a new channel for advertising. The statistics mentioned above clearly show that the mobile ad gaming market has enormous potential which has not been fully exploited. In the fast-paced Singapore we live in today, coupled with the significant amount of time people spend on their smartphones, apps are without a doubt one of the best ways to effectively catch a person’s time and attention.
Currently, most local advertising agencies offer digital services to design traditional flash or still ads for apps. Evaluating this with the Dragonfly Effect Model, these ads merely “grab attention” from the audience but still lack the “engagement” aspect. The “white space” here is the opportunity for advertising agencies to create a new breed of mobile ads which can thoroughly engage audiences rather than simply “making them look”.
This means more than just offering audiences a chance to win a prize if the click on an ad. Such tactics have become widespread and even gimmicky in nature. What I propose is that advertising agencies offer a Customer Value Proposition (CVP) which can harness the power of app advertising by incorporating elements of transmedia storytelling.
Through the use of ad space on apps, advertisers can offer services to develop a brand story using both stills...