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Ad happy: King.com's ad revenue jumps ten fold thanks to video

Ad happy: King.com's ad revenue jumps ten fold thanks to video
Social gaming specialist King.com has claimed a focus on incentivised video adverts has resulted in a tenfold increase in its ad revenue.

In amongst news of the appointment of Michael Bayston as international advertising sales director, the company claimed its video ads – which reward players with extra lives in game for views – boast a 5 percent click-through rate.

Of those that watch said spots, 85 percent do so to their completion.

Eye on engagement

Indeed, King.com's message for the rest of those operating in the social space appears to be that variety is key to building engagement.

"Other advertising opportunities such as King.com’s Brand as a Friend solution allows advertisers to include themselves as an in-game 'friend' to players, helping users unlock new content to advance in the game," added the firm in a statement.

"Not only does this significantly enhance the player’s gameplay experience, but it firmly drives positive brand sentiment for the advertiser."

It'll be Bayston's job to build King.com's ad and sponsorship business even further, having previously earned his crust as international sales director at Spil Games.

Big on Bayston

"Michael, with his deep brand relations, great track record and fantastic industry experience will be a great asset to the team as we continue to grow the business internationally," added executive VP of business development and advertising Mark Charkin.

"King.com's growth in advertising revenue has scaled along with our explosive growth of players across the web, Facebook and mobile platforms. 

"King.com now has over 40 million monthly unique players and has crafted brand solutions that are less intrusive than traditional formats and enhance player experience and engagement with our games."

Bayston will be based in London, taking charge of building relationships across the EMEA region.

Contributing Editor

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.

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