A recent report from the IAB, coinciding with the launch of its PlayFronts marketplace, highlights gaming advertising as a key growth area for marketers. With 86% affirming the brand safety of in-game advertising and 40% intending to amplify investments in this domain, the gaming industry presents a lucrative opportunity.
The report, titled “Changing the Game,” underscores the significance of gaming in contemporary marketing landscapes. While social media remains a primary platform for conversion and purchasing power, games excel in click-through rates, with 67% of marketers acknowledging their effectiveness.
As video games gain traction, especially among younger demographics, understanding the nuances of gaming advertising becomes imperative. The study reveals that 40% of marketers plan to augment budgets for gaming advertising in 2024, reflecting its increasing relevance.
In-game advertising offers diverse formats, including branded worlds, rewards, and advergames, among others, providing marketers with ample opportunities for engagement. Notably, 85% of respondents express confidence in measuring gaming advertising, with metrics aligning closely with other channels.
The report signifies a shift, with 35% of marketers allocating specific budgets for gaming advertising, indicating its evolution from an experimental phase to a strategic imperative. With continuous engagement throughout the year being the norm for 78% of advertisers, gaming advertising emerges as a formidable force in modern marketing strategies.
