Good read from WARC discussing the current state of in-game advertising! Despite some positive strides and the introduction of enhanced ad technologies and formats, investment in this area still falls short. Nearly 90% of advertisers now view gaming as a brand-safe channel due to advancements in fraud detection tools and measurement capabilities. This significant boost in confidence underscores gaming's transformation into a mainstream entertainment platform. It's high time for brands to tap into this underutilized medium! #Advertising #Gaming #BrandSafety #WARC #IAB #AdTech #DigitalMarketing #Evolution
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“The research reveals that gaming environments generate higher viewability and attention rates, as well as more efficient cost metrics compared to Dentsu norms.” Based on a study conducted in partnership with dentsu, Head of Measurement and Insights, Jordan Shlachter reveals the immense potential of advertising within gaming environments, showcasing new methods for measuring engagement and the unparalleled effectiveness of rewarded video ads. Read the full article on 4A's : https://lnkd.in/eyh7BMpZ
Empowering Brands with Innovative Attention Metrics in Mobile Gaming - 4A's
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Gaming is no longer a niche: it's a massive global industry with billions of daily users. As our own Rich Jones of Dataseat (Now part of Verve Group) shared with The Drum and IAB UK, marketers should view gaming — especially mobile gaming — as a premium channel for sophisticated storytelling throughout the customer journey. Head on over to The Drum for more insights on the exciting opportunities for #ingaming advertising: https://hubs.la/Q02v3ZjD0
Why marketers should embrace gaming as the premium environment it is
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Gaming has a vast global audience and is a key driver of culture, yet in-game advertising spend remains stubbornly low, according to WARC Media’s latest Global Ad Trends report titled Gaming: Advertising’s untapped opportunity. https://lnkd.in/g4TSbA37
Report: In-game ad spend low despite vast audience
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Gaming is not only a huge and growing industry, but also a powerful medium for brands to reach and engage consumers. But how can brands measure and optimize attention in different gaming formats? dentsu has partnered with Lumen Research Ltd to conduct a new study that compares attention across livestreaming on Twitch, rewarded video with Activision Blizzard, and intrinsic in-game advertising with Anzu. The study reveals the unique potential of each platform, and provides valuable insights for brands to tap into the gaming world and diversify their media mix. With this we are getting a better picture of attention across a variety of video, audio and gaming platforms and can support marketers make better, evidence based decisions. https://lnkd.in/dx3xnynq
Dentsu Reveals Attention Economy Gaming Research | LBBOnline
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With 86% of players engaging in mobile gaming weekly, there is immense opportunity for brands to connect with them. Head of Measurement and Insights, Jordan Shlachter, partners with Digiday in this latest article and dives into how brands can craft tailored advertising strategies that resonate with each unique player segment, maximizing impact and engagement. Discover how to leverage the universal appeal of mobile gaming to reach diverse audiences effectively. Read more about transforming advertising in gaming: https://lnkd.in/e-GvCeH8
How brands are using gaming personas to reach players effectively
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Although #gaming is more popular than ever before, the in-game #advertising market has failed to match the growth of the medium. Leaders in the space believe more cross-collaboration between in-game ad companies could help rectify the industry’s issues. In an effort to make in-game ads more appealing to both publishers and marketers, both Adverty and AdInMo are rolling out clickable in-game ad units in Q3 of 2024 — and they are informally teaming up to market the offering to potential buyers. To better understand why these ostensibly competing firms are working together to educate media buyers about in-game advertising, Digiday spoke jointly to Adverty CEO Jonas Söderqvist and AdInMo CEO Kristan Rivers for a Q&A. Story by Alexander Lee
Teaming up to educate the market: A conversation with two in-game advertising CEOs
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Helping Brands Make Meaningful Impact in a Playful Way Through Games | VP, Demand @ Frameplay | Founder, The Gaming Lab
Key contributors from the gaming space sat down with Alexander Lee from Digiday to talk about the launch of Frameplay Exchange with our launch partners Adverty & AdInMo, a game-changing platform designed to simplify in-game advertising for brands and marketers. We've created the largest combined pool of in-game ad inventory, that turns the conversation into thinking about audiences that happen to be playing games. With both programmatic and direct buying options, the Frameplay Exchange aims to close the gap between gaming's massive reach and the ad dollars invested. As our CEO Sandy Shanman says, “Three of the five major players are coming together and providing a critical mass of supply.” A united front like this marks a new era for in-game advertising! You can read more by finding the article in the comment section.
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Today, gaming is a billion-dollar industry and one of the world’s most popular pastimes. So why has ad spend not yet caught up with its growth? 🤔💰 In the latest piece from our VP of Sales EMEA, Michael Smith, he breaks down: 👾 How gaming dominates entertainment and culture 🚧 Hurdles advertisers face when getting into gaming 🚀 How intrinsic in-game ads are closing the spending gap #AdvertisingSpend | #InGameAdvertising | #GamingTrends
Bridging the gap between gaming, entertainment, and ad spend
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PwC predicts that gaming ad revenue will hit $100 billion by 2025, indicating a growing interest from brands in this sector. The report, focusing on advertising and brand attitudes, gaming behaviors, preferences, and online engagement, aims to provide a comprehensive understanding of gamers in the region.
New study suggests in-game ads make APAC mobile users ditch games | AGB
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Ready to embrace the cookieless future of game monetization? 🍪 Our latest blog post highlights the rise of authentic engagement in gaming environments and offers insights into navigating challenges and seizing opportunities. Dive in to discover how rewarded video ads are transforming user interactions: https://lnkd.in/eeGarUbd #RewardedVideoAds #AuthenticEngagement #GamingRevolution
Unlocking Game Monetization in a Cookieless World A Complete Guide to Ad Monetization and Rewarded Video Ad Markets -
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