IN-GAME AUDIO · BRAND AWARENESS
EBM's Cocomo reached 1.5M impressions of Pakistan's gamer audience during gameplay — the one moment every other ad format can't reach.
The Challenge
Cocomo needed to reach Pakistan's 16–24 male demographic — a cohort that has effectively abandoned traditional digital advertising. They don't watch linear TV. They skip pre-rolls in the first 3 seconds. Their social feeds are algorithmic mazes that deprioritise brand content. And they spend 2–4 hours daily in mobile games, in a completely advertising-free environment.
The brief was direct: get inside the gaming moment with a brand message, without interrupting the gameplay experience, and prove it with real engagement data. Standard display formats running in gaming apps were producing 0.1–0.5% CTRs — the industry floor. Standard pre-roll video was being skipped before the brand name appeared on screen.
The specific audience profile made the challenge harder: young male gamers are precisely the demographic most resistant to intrusive advertising. Any format that felt like an interruption would produce skip rates that defeated the investment. Cocomo needed a format that worked with the gamer's psychology, not against it.
The Solution
Happy Ads introduced Cocomo to in-game audio advertising through our Audiomob partnership — making this Pakistan's first in-game audio buy by any FMCG snack brand. The format places audio during natural gameplay pauses or loading screens: the gamer's eyes are on the screen, their attention is in the game, and the Cocomo jingle arrives in a moment of audio space rather than as an interruption.
Targeting was configured to mobile gamers aged 16–24 with dayparting focused on 7pm–11pm — the peak gaming window in Pakistan. Audiomob's brand-safe inventory was filtered to exclude games rated 18+ to protect Cocomo's family-friendly brand positioning. Real-time listen-through rate optimisation ran throughout the campaign: placements generating higher LTR in the first 48 hours received weighted frequency increases.
The campaign delivered 1.5M+ impressions nationwide with an 82.29% listen-through rate — meaning more than 8 in 10 gamers who received a Cocomo audio ad heard the complete brand message. The 3.09% nationwide CTR is not a benchmark — it is a proof point for a format that was previously absent from Pakistan's advertising ecosystem entirely.
Key Results
1.5M+
Total Impressions
82.29%
Listen-Through Rate
3.09%
Nationwide CTR
First
FMCG In-Game Audio Buy in Pakistan
Key Insights
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The psychological reason in-game audio works for brand messaging is counterintuitive: the ad is not visible. Unlike display ads that compete with game visuals for attention, audio arrives in the listener's experience through a channel they are already using (their phone speakers or headphones). The gamer's eyes are on the game. Their ears receive the brand. Brand recall research consistently shows audio-only brand exposures produce higher unaided recall than equivalent visual-only exposures when the audience is engaged in a visual task.
03
The 7pm–11pm dayparting window identified as peak mobile gaming time in Pakistan overlaps almost perfectly with traditional TV prime time. But while TV prime time reaches a broad household audience with declining engagement, mobile gaming prime time reaches a specific, high-value demographic (16–34 male) in an environment with zero advertising noise. Cocomo was the first FMCG brand in Pakistan to own this prime time. The media landscape has permanently changed.
