In-game advertising is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product.

MarTech contributor Chris Wood has published an article elaborating how marketers are preparing for the future of in-game ads.

He says, “As the IAB rolls out new ad standards for gaming, marketers at brands and agencies are preparing for the future of in-game ads. That’s because more consumers than ever identify as gamers (up to three billion globally), and with new technology and gaming experiences, they’re more reachable by brands.

One sign of how the landscape is changing, adtech companies like Anzu are partnering with publishers to provide dynamic ad placements in-game. This allows brands who don’t have a comprehensive gaming strategy to test and learn, and also to incorporate gaming into a broader omnichannel media strategy.

But the sheer size of the gaming audience — over 200 million gamers in the US alone — means marketers who get more involved can produce greater returns by tapping into this engaged population.

Lead with brand strategy. Partnerships between game publishers and adtech companies are making it easier for brands to find their audiences in-game. Brands don’t have to speculate as much about if their customers are playing specific games. And if a brand’s customers are already playing the game, marketers should dive in, too.”

How marketers are preparing for the future of in-game ads

MarTech


You May Also Like These Topics...

A Guide to CPS Advertising and Analyzing PPC Campaigns [Guide]

Cost per sale (CPS) is a business model in which an advertiser pays a commission to a publisher for each sale that is generated from a click on an ad. CPS advertising is also known as pay-per-sale (PPS) or cost per acquisition (CPA) advertising. PPCexpo has published ‘A Guide to CPS Advertising and Analyzing PPC […]

Sharing is caring

Strategies to Make the Most from Your Ads

Effective online advertising helps us reach our sales goals. With well-designed ads, you can persuade your audience to take action. MarTech has shared 4 tips to maximize your ad spend and protect the customer experience The MarTech team says, “Here are four ways you can make the most of your marketing budget while driving meaningful results […]

Sharing is caring

Over-The-Top (OTT) Advertising: Complete Guide [Guide]

OTT advertising refers to companies’ ad placements and ad strategies to deliver their marketing message on those platforms. StackAdopt contributor Christiana Marouchos has published ‘Over-The-Top (OTT) Advertising: Complete Guide’ to help you understand OTT advertising. She says, “Simply put, OTT devices are any devices that can deliver streaming content. You’re probably already familiar with them, […]

Sharing is caring

Is Inflation Influencing Ad Spend? [Video]

Watch Ignite Visibility’s latest Ignite Friday video ‘Is Inflation Influencing Ad Spend?’. Sharing is caring

Sharing is caring
Sharing is caring