In-game advertising utilizes programmatic technology to integrate ads into mobile, computer, and video games. These intrinsic in-game ads blend seamlessly into the gaming environment, appearing in-game without disrupting gameplay. They are non-intrusive and highly viewable, delivered programmatically on devices like mobiles and PCs. Gaming is now a mainstream activity, and in-game advertising has become a major advertising channel for all brands in Canada and across the globe. So, don't lag behind your competition, the time is ripe to invest your advertising dollars in in-game advertising.
In-Game Advertising Continues Growing Rapidly
Gaming has evolved into a mainstream social activity with a global reach. In 2024, the gaming industry is projected to surpass $455 billion USD, with an expected 2.8 billion gamers worldwide by 2027. In Canada, the industry is valued at approximately $4 billion USD, while in the UK, it is around $15 billion USD. With about 23 million gamers in Canada and roughly 40 million in the UK, representing 60% of the UK population, the growth in gaming signals an opportune moment for marketers to adopt in-game advertising. Gamers are a highly engaged audience, providing advertisers with a prime opportunity to place impactful ads during gaming sessions.
Top 3 Strategies For Intrinsic In-Game Advertising Campaigns
1. Use Intrinsic Ads for a Non-Intrusive Form of Brand Awareness
Brands can use intrinsic in-game ads to boost brand awareness by launching campaigns across various devices and publishers. Utilizing highly viewable ad slots within engaging games allows for widespread message display.
2. Conduct a Brand Lift Study for Measurement
A brand lift study assesses the impact of campaigns across programmatic channels, gauging consumer sentiment and brand affinity among those exposed to the media. Brands can run a brand awareness-focused intrinsic in-game campaign and measure its effectiveness through surveys conducted via additional display advertising campaigns. This approach provides insights into brand perception, preference, and ad recall, helping optimize future campaigns based on performance data.
3. Target By Game Genre for Better Impact and Relatability
To scale and enhance campaign performance, running ads on intrinsic in-game inventory across all devices and suppliers is effective. Additionally, targeting specific game genres can help test performance and allocate budget strategically. Using a programmatic platform, brands can simultaneously test open targeting and genre-specific strategies, such as targeting sports or adventure games, to evaluate the effectiveness of brand awareness ads in different game contexts. Retargeting users on other channels can further enhance campaign results.
Get to know more about how you can effectively reach your target audiences through in-game advertising on our website: www.agnads.com
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