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 "hea