In-Game Audio Ads "AdMel" Achieve High Brand Lift Effect for Major Daily Goods Brands

AdMel Inc. (Shibuya-ku, Tokyo, CEO Momoka Takahashi), which operates an in-game audio advertising platform for smartphones, announced the results of an effectiveness measurement for in-game audio ads, based on data from a brand lift survey (n=2,000) conducted by a major daily goods brand in December 2025.

The survey results showed that both product awareness and favorability for in-game audio ads reached 76.9%, surpassing other comparative measures such as YouTube video ads, Instagram ads, TikTok ads, and in-store advertising (POP/fixtures).

1 In-game audio ads achieve higher lift effect than other measures

In the brand lift survey (December 2025 / n=2,000) conducted by a major daily goods brand, in-game audio ads achieved both product awareness and favorability of 76.9%. This is approximately 3.0 times higher than YouTube video ads (25.5%) and approximately 4.4 times higher than in-store advertising (17.5%).

2 Smartphone games are a "voice-reaching" media integrated into daily life

An AdMel original survey (May 2026 / n=148) revealed that 70.8% of smartphone game users play daily, and 89.6% play while listening to audio through speakers or earphones. Non-users of Spotify, a major audio advertising medium, accounted for 81.2% of game users, indicating that in-game audio ads can reach new audiences who were previously unreachable by audio advertising.

3 Audio ads are memorable and drive action

In the same survey (May 2026 / n=148), 44.6% of respondents recalled the content of in-game audio ads after playing the game ("frequently" 11.5% + "occasionally" 33.1%). Furthermore, 27.7% of respondents investigated or purchased products prompted by the ads.

Surpassing Video and In-Store – Brand Lift Effect by Measure

In this brand lift survey, in-game audio ads (76.9%) outperformed all other major measures, including in-store measures (POP/fixtures: 17.5%), YouTube video ads (25.5%), Instagram ads, TikTok ads, @cosme events, and Spotify/radiko audio ads (69.2%).

Not just "heard," but "remembered and changes behavior"

An AdMel original survey (May 2026 / n=148) found that 44.6% of respondents recalled the content of in-game audio ads after playing the game ("frequently" 11.5% + "occasionally" 33.1%). Moreover, 27.7% of respondents investigated or purchased products prompted by the ads, demonstrating that audio ads are effective in both post-play memory retention and actual purchasing behavior.

Implementation Achievements and Case Studies

AdMel has been implemented in promotions for several major brands. Please see the following for actual audio commercial and distribution examples:

▶ List of Implementation Cases: https://admel.jp/works ▶ List of Press Releases: https://prtimes.jp/main/html/searchrlp/company_id/146014

Inquiries Regarding Ad Placement

AdMel can deliver ads to millions of users through its network of multiple game apps.

Advertisers who have not yet implemented audio advertising can rest assured. AdMel offers the following:

Support for creative production: Based on our experience in producing audio commercials, we provide support from planning to audio production.

Provision of creative generation tools tailored to user context: Enables efficient production of ads that naturally blend into the user experience during gameplay.

Reservation-based management of ad slots: Allows for one-glance understanding of available slots and planned ad placement.

This enables even first-time users to smoothly utilize audio advertising.

▶ https://www.admel.jp/advertiser#all-form

Survey Overview

Survey 1 Brand Lift Survey

Target Audience: Advertising target audience for a major daily goods brand Survey Method: Online questionnaire (aggregated based on ad recallers) Valid Responses: n=2,000 Period: December 2025 (Advertiser company name undisclosed) Implementing Body: Major daily goods brand (conducted with a research company) / Data provided by: AdMel Inc. *The number of ad-exposed individuals for each measure varies, and reference values are included for measures with fewer exposed individuals.

Survey 2 AdMel Original Survey

Target Audience: Smartphone game users Survey Method: Online questionnaire within the AdMel distribution network Valid Responses: n=148 Period: May 2026 Implementing Body: AdMel Inc.

AdMel Company Overview

AdMel provides a new form of advertising that prioritizes consumer and user experience. Through "non-disturbing ads" that do not interfere with the game or app experience, we aim to transform advertising from "a nuisance" to "a new discovery," building a valuable communication infrastructure for consumers, advertisers, and apps.

Company Name: AdMel Inc.

Location: Shibuya Dogenzaka Tokyu Building 2F-C, 1-10-8 Dogenzaka, Shibuya-ku, Tokyo

Representative: Momoka Takahashi, Representative Director & CEO

URL: https://admel.jp/