Turning mobile ads into games helps them perform better

Mobile advertising is a multibillion-dollar business, and one company thinks it will grow even further when marketers learn to turn their promotions into games.

Mobile advertising company Celtra has found that game-like ads perform significantly better than static, noninteractive display ads or videos. These interactive, gamified commercials saw better engagement and clickthrough rates, and people spent more spent interacting with the ads, according to a study the company performed. With mobile-advertising revenues on track to surpass $31 billion in 2014, every marketer and agency is looking for an edge — and Celtra thinks game-like ads, which it refers to as “gaming ads,” are exactly that.