Digital game advertising has gained momentum as a major ad medium, with budgets shifting towards game ads. A study conducted by Advertiser Perceptions for the Interactive Advertising Bureau (IAB) reveals that digital game advertising is now as easy to plan and buy as other major digital media options like connected TV (CTV) and online video [6e4a30f5]. The study surveyed 300 brand and agency marketing decision-makers to understand the implications and role of games advertising in campaign planning and business outcomes. It found that games advertising is among the top three investment growth areas alongside digital [d6da7b81].
The study conducted by Advertiser Perceptions highlights the ease of planning and buying digital game ads, positioning them alongside other major digital media options. This shift in budgets and perception underscores the significance of digital game advertising as a viable and strategic ad medium. Advertisers are recognizing the potential of reaching and engaging with audiences through games, leading to a shift in budgets towards game ads. Brand advertisers are more likely than agency media executives to view game advertising budgets as strategic [6e4a30f5].
The IAB PlayFronts event further reinforces the effectiveness of gaming advertising. It provides strategies to enhance the impact of games advertising alongside other media. With its ability to reach diverse consumers on a massive scale, games advertising is proving to be a powerful tool for marketers. It is essential for advertisers to consider game ads as part of their overall advertising strategy and leverage the opportunities presented by this medium [d6da7b81].