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Advertisers plan to increase spend on in-video-game advertising by 40% this year, according to a new study, with total ad spend set to reach $8.5 billion in 2024 and increase to $11.5 billion by 2027. In IAB’s “Changing the Game: How Games Advertising Powers Performance” report, which was revealed Tuesday, 86% of advertisers surveyed said gaming ad spend is “brand safe” and 85% are confident in their ability to measure the reach of games advertising. Additionally, the study finds that 90% of ad buyers find gaming ads to be effective in reaching “valuable, hard-to-reach audiences with relevant messaging,” with an estimated 213 million gamers in the U.S. “This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising,” IAB research and insights senior vice president Jack Koch said. “The study found that advertisers view games 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.” #gaming #advertising #spending #trends #tech https://lnkd.in/gDCzCUj6

A new study predicts that in-video-game ad spend will surge by 40% this year, reaching $8.5 billion in 2024 and hitting $11.5 billion by 2027. According to the IAB's "Changing the Game: How Games Advertising Powers Performance" report, 86% of advertisers consider gaming ad spend to be "brand safe," with 85% confident in their ability to measure its reach. With an estimated 213 million gamers in the U.S., 90% of ad buyers find gaming ads effective in reaching valuable audiences with relevant messaging. Moreover, 79% of advertisers find buying in-game ads relatively easy. Read More: https://lnkd.in/gbyENbW2 #InGameAdvertising #IABReport #GamingAds #BrandSafety #AdvertisingSpend

In-game ad spending is expected to grow from $8.53 billion in 2024 to $11.49 billion by 2027 as the space remains a top area of interest for marketers. IAB's report, “Changing the Game,” found marketers rank games behind the leader social media when it comes to being excellent at generating conversion and purchasing power. Games outperform on click-through rates, with 67% of marketers ranking games advertising as excellent/good on this front, compared to the media average of 65%. In-game advertising can take many forms, such as branded worlds, rewards, intrinsic in-game activations, advergames and sponsored content, among others. #advergaming #marketing #brandinnovation

As third-party cookies in Chrome approach extinction, some marketers see in-game advertising as a solution. Executives in this sector tout the vast user data from gaming environments as a golden opportunity. They claim brands can gain detailed insights without relying on cookies. However, while the potential is significant, the growth of in-game advertising hasn't matched early predictions. Brands remain cautious, and adoption may be gradual rather than immediate. Success will depend on building trust and delivering real value to brands in the long run💡 #adtech #digitalnews

Discover how the latest attention-tracking tech is changing the game in mobile advertising. Our latest blog by Head of Measurement and Insights, Jordan Shlachter,  highlights groundbreaking research conducted in partnership with dentsu and reveals the ad formats that are capturing—and keeping—players’ attention.   Learn how Rewarded Video is unlocking the potential of mobile gaming to captivate and maintain audience attention, offering a crucial advantage for your advertising strategies.   Read now: https://lnkd.in/emegsSfB

In-game ad revenues are on the rise, yet many advertisers underestimate the potential of scaling audiences. Surprisingly, 93% of media buyers aim to leverage in-game advertising by 2025, a platform integrating ads and products into gaming. While awareness of this opportunity is high, there's a gap in understanding how to fully capitalize on it. Stay ahead of the curve and explore this growing trend. Contact Venatus now. https://lnkd.in/g5qRGNv4

Gaming worth $184bn globally but ad apend remains low: WARC US advertisers are forecast to spend $6.7bn on in-game ads this year, equivalent to just 3.7% of total US digital ad spend.

As the gaming industry continues to grow at an unprecedented rate, in-game advertising has emerged as a powerful tool for publishers, allowing them to capitalize on their audiences while delivering value to brands. But to truly reap the benefits of this strategy, publishers need to understand not only how in-game ads work but how best to implement them. #monetizemore #advertising

Eighty-six percent of #marketers agree in-game #advertising is brand safe, and 40% plan on boosting investment in the space in the coming year. In-game advertising can take many forms, such as branded worlds, rewards, intrinsic in-game activations, advergames, and sponsored content, among others. Among survey respondents, 85% indicated they are confident in measuring games advertising and 68% use the same metrics for #games that they use on other channels, indicating the channel is easily measured against other platforms.

While I agree that there may not be a "year of mobile" for the #advertising industry, it is good to see how more brands are taking game advertising inventory more seriously. True, there are plenty more ways to get in front of gamers than in-game advertising. And that undoubtedly helps all parties. https://lnkd.in/gpuAU5HV #gamesindustry