Michael Akkerman on advertising effectiveness
From Michael Akkerman: From Blockbusters to Mobile Metrics: Why Gaming Is the Next Premium Ad Channel · · Peggy Anne Salz
“The lift from immersive mobile gaming ad experiences can increase brand preference by 35%, with four times the interactivity compared to other channels like social media.”
On , Michael Akkerman, Chief Business Officer at DIGITAL TURBINE INC, spoke about advertising effectiveness during Michael Akkerman: From Blockbusters to Mobile Metrics: Why Gaming Is the Next Premium Ad Channel on Peggy Anne Salz.
About Michael Akkerman
Michael Akkerman, Chief Business Officer at Digital Turbine, discussed mobile gaming as a premium advertising channel in a June 2025 interview. He stated that premium advertising is about creating a "longlasting unique connection with consumers through an engaging experience" at scale, but added that "within in-app and mobile gaming, premium is possible but it's not landing yet" because many brands are unaware of the audience's size, which he described as 3.3 billion mobile gamers. Akkerman noted that mobile gamers average nearly three hours of gameplay daily across eight sessions, with an average age of 37, and said that four out of five mobile gamers prefer ad-supported models, particularly rewarded video formats. Akkerman cited metrics including a 35% increase in brand preference from immersive mobile gaming ads and four times the interactivity compared to social media. He advised brands not yet in mobile gaming to "start testing and learning with experimental budgets," describing the advertising industry as "built upon the concept of experimentation." He said the conversation has shifted from convincing people about mobile games' success to "bringing a whole new slew of metrics and outcomes to show the success that has occurred."