The study, titled “Changing the Game: How Games Advertising Powers Performance,” provides data to understand the impact of game advertising on marketing strategies.
Jack Koch, Senior Vice President, Research & Insights, IAB said:
“This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising. The study found that advertisers view game advertising as a measurable, brand-safe medium that is effective across the entire consumer journey. Marketers can no longer afford to ignore this medium if they want to reach the more than 200 million U.S. consumers that play video games.”
The study highlights the current state of gaming and games advertising, revealing that 86% of advertisers consider games advertising to be of growing importance to their companies, with 40% planning to boost spending in this area over the coming year. This surge in investment aligns with the expanding gaming market in the US, where there are approximately 213 million gamers, according to Entertainment Software America (ESA).
Key motivations for utilizing game advertising include its brand safety, ease of measurement, and effectiveness in reaching valuable audiences. Despite its perceived effectiveness, challenges persist, particularly in ease of buying and planning compared to other digital media channels. However, experienced planners and buyers stress the importance of understanding gaming audiences and tailoring ad formats to maximize the impact of game advertising.
The study demonstrates that game advertising excels across various stages of the consumer journey, with an impressive performance in awareness, research, consideration, and purchase intent. Koch highlighted the consistency of game advertising in delivering results across these stages, reaffirming its potency compared to other media channels.
In response to the study’s findings, IAB has launched guidelines and best practices for game advertising to ensure effective and respectful advertising practices. These guidelines aim to address concerns regarding intrusive advertising by promoting clear disclosures, appropriate calls-to-action, and adherence to quality assurance protocols.
Zoe Soon, Vice President of Experience Center at IAB, emphasized the importance of collaboration within the gaming and advertising communities to achieve higher standards and enhance the gaming experience for all users.
