Social gaming may be a hot growth area in advertising, but it targets only 3% of online game players, according to panelists focusing on the topic at OMMA Social. That's the sliver of players that are
willing to take certain actions, like completing a survey, to gain virtual currency for use in social games. A small but lucrative niche to mine. Consider that two-thirds of time spent on Facebook is
playing games, noted Jay Samit, CEO of SocialVibe, which matches brands with social game audiences. When it comes to ads, he said across hundreds of campaigns, average engagement time with ads was 63
seconds and 15% to 40% will share ad content and 40% will like a brand's Facebook page. Whats' the ROI metric, though? Share of voice, says Samit. Time spent is another. And sharing activity as a
measure of engagement.
