The largest addressable market in the history of media is forming as you read this, and it can be found in the pockets of billions of people around the globe.
According to a recent Millard Brown study, 47 percent of consumer media screen time is now spent on mobile devices. Audience media consumption patterns are rapidly shifting, yet mobile marketing approaches have not evolved to embrace the new paradigm: banner ads are ineffective, interstitials are interruptive, and video ads feel intrusive.
One emerging form of mobile marketing, however, has been found to successfully engage users like no other: branded mobile web games.
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When you stop to think about it, it makes sense. To engage users, simply provide them with the content type they covet. Games are the dominant media on smart devices, accounting for 32 percent of time spent overall and 76 percent of time spent on tablets alone, according to the research firm Digi-Capital. But how can a brand best leverage games as a means to market its products and services?
