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Cocomo In-Game Audio Ads

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Cocomo In-Game Audio Ads

Cocomo In-Game Audio Ads

How Pakistan's first in-game audio campaign for a snack brand delivered an 82% listenthrough rate and a 3% CTR — benchmarks that don't exist in any other format.

How Pakistan's first in-game audio campaign for a snack brand delivered an 82% listenthrough rate and a 3% CTR — benchmarks that don't exist in any other format.

The Challenge

Cocomo needed to reach Pakistan's 16–24 male demographic — a group that doesn't watch linear TV, skips digital ads instinctively, and spends 2–4 hours daily in mobile games. Standard display and social formats were generating impressions, but brand recall among this cohort was declining.

The brief was simple but hard: reach gamers with a brand message, when they're actually paying attention, without interrupting the gameplay experience.

The Solution

Happy Ads introduced Cocomo to in-game audio advertising through our Audiomob partnership — Pakistan's first such buy for an FMCG brand.

In-game audio plays during natural gameplay pauses or loading screens. Unlike pre-roll video, it doesn't interrupt play. Unlike banner ads, it can't be scrolled past. The audio format meant the Cocomo jingle and brand messaging reached the gamer while their eyes were on the screen — creating a genuinely new attention moment.

Targeting was set to mobile gamers aged 16–24, with dayparting focused on evening hours (7pm–11pm) when mobile gaming peaks in Pakistan. Audiomob's brand-safe inventory was filtered to exclude games rated 18+ to maintain Cocomo's family-friendly positioning.

The campaign ran nationwide with real-time listen-through optimization — ads that generated higher LTR in the first 48 hours were weighted toward higher frequency.

Key Results

1.5M+

Total Impressions

82.29%

Listen-Through Rate

3.09%

Nationwide CTR

Pakistan's first FMCG in-game audio buy

Format Achievement

Client

EBM Pakistan

Brand

Cocomo

Format

In-Game Audio Advertising

Market

Pakistan — Nationwide

Partner

Audiomob

Year

Nov 6, 2025

Key Insights

Listen-Through Rate Proves Attention

Listen-Through Rate Proves Attention

An 82% LTR means 82% of gamers heard the full ad. This is attention at a level that most digital formats can't measure, let alone achieve. For a brand format where the audio is the creative, completion is the metric that matters.

Gamers Don't Skip What They Can't See

Gamers Don't Skip What They Can't See

Unlike video or display, in-game audio has no skip button. The format's constraint is its advantage — brands get the full message delivered without the cognitive war of getting past a skip timer.

Mobile Gaming is Pakistan's Untapped Prime Time

Mobile Gaming is Pakistan's Untapped Prime Time

The 7pm–11pm window performed best — the same slot brands fight over on linear TV. In-game audio reached the same demographic, in the same time window, at a fraction of the CPM.