In-game ads attracting brands
ADOTAS — A review of the in-game advertising industry and of digital planners from GroupM’s global agency network shows that audience media habits and the unique advantages of dynamic in-game advertising will drive spending to over $1 billion in 2014.
As a proportion of global online ad spending on digital advertising, according to media analyst Screen Digest in its report, In-Game Advertising: Market Assessment and Forecasts to 2014, dynamic in-game ads will account for around one and a half percent of annual spending in 2014.
According to Screen Digest, the format has scalability, accountability, high levels of audience engagement, positive brand associations in often highly-prized games media and the opportunity to communicate with demographic groups that are proving increasingly hard to reach via other media. Senior Analyst for Advertising, Vincent Letang writes that dynamic in-game advertising offers brands the same accountability as other digital platforms but in a more controlled environment than social display media and through a more standardized value chain than mobile advertising.
Like online video pre-rolls, in-game advertising fills a gap in online branding, bringing familiar formats such as virtual billboards and TV ads into the gaming experience, he writes.
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