A mobile ad created for the new video game, Dishonored, has achieved a 13 per cent click-through-rate over a 12 day campaign. Dishonored is a ‘first-person neo-Victorian action-adventure video game’. Its creators, Bethesda Softworks, are not part of an established franchise, so to keep the cost and turnaround time down, they used Google’s Rich Media Designs for Mobile to create and deploy the interstitial Mobile Video Ad in apps across smartphone and tablet.
Using the Branded Video format, Target Media, working on behalf of Bethesda, created a short promotional trailer from two existing game assets, which was used to drive viewers to a longer version on its YouTube channel. The ad plays full video and audio, rather than directing viewers outside to the native video player. The campaign ran on the AdMob network, coordinated with desktop efforts.