Discord has shared the results of its first-ever ad measurement test \u2014\u00a0and brands and marketers find the numbers encouraging.\u00a0<\/p>\n
In June, AppsFlyer ran its first performance measurement test of Quests \u2014 Discord\u2019s in-platform, reward-based ad experiences \u2014 collaborating with the studio Second Dinner to promote its mobile trading card game \u201cMarvel Snap\u201d via two Mobile Video Quests. These prompted Discord users to either watch promotional videos or perform in-game tasks in exchange for virtual prizes that included both in-game items like cards and cosmetic decorations for users\u2019 Discord avatars.\u00a0<\/p>\n
The two Quests garnered over 15 million impressions, with 99 percent of users who started a Quest completing the task and gaining a reward, according to numbers shared by AppsFlyer. Notably, this resulted in a 30 percent reduction in cost per install for Second Dinner.<\/p>\n
\u201cIt\u2019s not just 15 million impressions; it\u2019s 15 million eyeballs that are all there because of their passion for gaming, and their community surrounding the game,\u201d said AppsFlyer global director of gaming product Adam Smart. \u201cIt\u2019s 15 million eyeballs of a specific type, which, if you\u2019re advertising your game on that platform, is hugely advantageous.\u201d<\/p>\n
Second Dinner svp of marketing Aland Failde said that the company was pleased with the results of its measurement test and planned to continue investing marketing dollars on Discord Quests, although he did not share a specific figure. He said that the high completion rates indicated that users were \u201cgenuinely engaged, not just chasing rewards,\u201d despite the potential for some users to spoof the Quests by stepping away while videos played or otherwise not engaging with the content.<\/p>\n
\u201cWe saw Discord as the perfect place to experiment because it\u2019s where so many of our players (and future players!) already spend their time,\u201d Failde said. \u201cVideo Quests turned ads into experiences players wanted, and the completion rates show that when marketing feels like play, everybody wins.\u201d<\/p>\n
Discord partnered directly with AppsFlyer to do the measurement test, and the company plans to continue to offer third-party measurement moving forward, both with AppsFlyer and other partners.<\/p>\n
\u201cWe\u2019re continuing to expand our measurement ecosystem in 2025,\u201d a Discord spokesperson told Digiday. \u201cAdvertisers can expect new partnerships that deepen attribution, brand lift, and optimization tools, giving them even more confidence to scale campaigns on Discord.\u201d<\/p>\n
The measurement test comes a year and six months after Discord rolled out Quests, and is the latest signal that it is going all-in on measurement in 2025 as it moves from experimental campaigns to something advertisers can trust at scale. Typically, advertisers don\u2019t like platforms grading their own homework when it comes to measurement, which is why bringing in third-party measurement partners is seen as a necessary step in any platform\u2019s growth journey.\u00a0<\/p>\n
In May, the company announced a measurement partnership with Kantar<\/a>, following in July with the quiet announcement, via blog post, of a mobile measurement partnership<\/a> with AppsFlyer. Today, October 2, Discord announced an additional measurement partnership with Gamesight.\u00a0<\/p>\n \u201cAs we continue to scale our advertising business, we\u2019re focused on delivering advertisers with the same level of sophistication and transparency they expect from more established ad platforms while staying true to what makes advertising on Discord unique. Working with trusted partners like AppsFlyer enables us to introduce industry-standard measurement tools that go beyond basic reporting,\u201d the Discord spokesperson said. \u201cAdvertisers who use AppsFlyer can now track conversion impact and campaign efficiency leveraged for all Video Quests on mobile campaigns.\u201d<\/p>\n As advertisers warm up to Quests, Discord is continuing to roll out new formats to entice more brands, including advertisers from categories beyond gaming and entertainment. Today, October 2, the company announced the introduction of Arena Quests \u2014\u00a0which allow brands to reward users for playing games within a curated selection of themed titles \u2014\u00a0as well as the expansion of Video Quests onto mobile devices.<\/p>\n \u201cWe\u2019re continuing to expand our measurement ecosystem in 2025,\u201d the Discord spokesperson said. \u201cAdvertisers can expect new partnerships that deepen attribution, brand lift, and optimization tools, giving them even more confidence to scale campaigns on Discord.\u201d<\/p>\n As Discord widens the options available to brands interested in advertising via Quests, marketers such as Brent Koning, the global head of gaming at Dentsu, say they are excited by the opportunity.<\/p>\n \u201cWhat is crystal clear is that gamers are not only incredibly loyal, but they want engaging content and they want it where they interact with other gamers,\u201d Koning said. \u201cThe opportunity for brands is the highly engaged community of gamers and players who remain the tip of the spear for fandom and authentic consumer experiences.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Discord has shared the results of its first-ever ad measurement test \u2014\u00a0and brands and marketers find the numbers…\n","protected":false},"author":2,"featured_media":57219,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[61,60,80,40318],"class_list":["post-57218","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ie","tag-ireland","tag-technology","tag-the-creator-economy"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/57218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=57218"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/57218\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/57219"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=57218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=57218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=57218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}