Matt Kattan’s Post

Ads in games influence the whole marketing journey! Wait there's proof? What those of us in the ecosystem have known for some time is that gaming delivers engaged and receptive audiences. This week the IAB is running the #iab #playfronts in NYC. A timely release to coincide with the event is the release of the study "Changing the Game: How Games Advertising Powers Performance" Over 300 agency decision-makers with direct experience in the channel took part. With eMarketer projecting ad spending in games to surge from $8.53 billion in 2024 to $11.49 billion by 2027 now is the time to get up to speed. Key takeaways include: Games are considered a brand-safe and measurable ad platform. Games advertising influences the entire purchase journey. 85% of advertisers recognize game advertising as a premium, high-quality platform for promoting their brands Great work to everyone who took part, and congrats to the IAB on building knowledge in this space #gameadvertising #activeattention https://lnkd.in/g3TMSY4P

📣 JUST RELEASED! IAB's new study, “Changing the Game: How Games Advertising Powers Performance”, quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S., games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale. The study surveyed 300 brand and agency marketing decision makers and found that investment in games advertising is on the rise, with marketers using games to reach engaged, receptive consumers. Games advertising is considered a brand safe and measurable ad platform that influences the entire purchase journey. Marketers are winning with games advertising in the mix. To learn more about the study's insights and recommendations, download the complete study. https://lnkd.in/eEkbQbk5 #IAB #PlayFronts #gamesadvertising #marketingresearch #performancepowers

Advertising in gaming is seen rather positively.... From "Cynopsis--Tech" Eighty six percent of advertisers consider games advertising as brand safe, and 40% are set to boost spending in the coming year. That’s according to a new study released during IAB PlayFronts. “Changing the Game: How Games Advertising Powers Performance Today” also reveals that 85% of advertisers recognize games advertising as a premium, high-quality platform for promoting their brands, and 90% attested to its effectiveness in reaching valuable, hard-to-reach audiences with relevant messaging. “This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising,” said Jack Koch, SVP, Research & Insights, IAB. “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.”

Games + Advertising = 🚀 Games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale. Check the IAB's research below.

#IABPlayfronts has officially kicked off, and the Venatus team is already uncovering insights on the show floor! We're also extremely proud to announce our sponsorship of the IAB's latest large-scale research paper — focused entirely on the power of gaming for advertisers worldwide. Here are just two of the undeniable stats on offer: 1. 66% of advertisers rate gaming campaigns as excellent or good at driving results across consumer journeys. 🏆 2. Gaming performed better than the media average at reaching niche audiences and driving incremental reach. 📈 Hit the link below to download the paper and get your head in the game. 👇 🎮

How in-game advertising is changing the way we play games The in-game advertising market is growing rapidly, and it's changing the way we play games. In-game ads can now be personalized, interactive, and even rewarded. This is making them more engaging for players, and it's also opening up new opportunities for advertisers. One of the most popular forms of in-game advertising is rewarded video. In this format, players are rewarded with in-game currency or items for watching a short video ad. This is a great way to keep players engaged and to generate revenue for developers. Another popular form of in-game advertising is playable ads. These ads allow players to try out a game before they download it. This is a great way to generate interest in new games, and it's also a great way to measure the effectiveness of in-game advertising. In-game advertising is still a relatively new market, but it's growing rapidly. As the market matures, we can expect to see even more innovative and engaging forms of in-game advertising. https://lnkd.in/gXZ73Jyc #ingameadvertising #mobilegaming #adtech

The majority of people in the US play video games, yet  gaming accounts for less than 5% of total #brand #advertising spending. It is baffling. My colleague breaks down the whys, what's next and growing brand opportunities. Let us know your thoughts on this important subject. #brandengagement #cpg #mobilegames

United States In-Game Advertising Market Analysis Report 2023: Market to Reach $13.096 Billion by 2028 - Market Thrives on Free-to-Play Mobile Games, Expanding Industry Footprint https://prn.to/4aGxWdz DUBLIN , Jan. 3, 2024 /PRNewswire/ -- The "United States In-Game Advertising Market Competition Forecast & Opportunities, 2028" report has been added to ResearchAndMarkets.com's offering. United States in-game advertising market has experienced rapid growth and is projected to reach a... via All Business Technology https://prn.to/47GFc6X January 03, 2024 at 05:05PM

#IABPlayfronts has officially kicked off, and the Venatus team is already uncovering insights on the show floor! We're also extremely proud to announce our sponsorship of the IAB's latest large-scale research paper — focused entirely on the power of gaming for advertisers worldwide. Here are just two of the undeniable stats on offer: 1. 66% of advertisers rate gaming campaigns as excellent or good at driving results across consumer journeys. 🏆 2. Gaming performed better than the media average at reaching niche audiences and driving incremental reach. 📈 Hit the link below to download the paper and get your head in the game. 👇 🎮 #IAB #IABPlayfronts2024 #Playfronts #GamingIndustry #GamingAds #Gamers #WeAreVenatus #ImmersiveMedia

I was just reading the 'key findings and implications' from a Lumen Research eye-tracking study from earlier this year. In this study, Michael Follett and his team used their leading eye-tracking technology to measure how much active attention was paid to the video advertising in mobile gaming environments. Here's how Lumen Research Ltd closed that study: "Gaming environments such as Word Puzzle Game are high attention real-estate for advertising. Not only are the ads shown in a full-screen format, they are also non-skippable, and end with a clue for the gamer, leaving people thoroughly engaged throughout the whole ad. In-game advertising on games such as this also does help to translate high attention into high recall. Continue to use this channel for your campaigns and ensure your ads include clear, simple, and bold brand cues to keep the brand at the forefront of the story" Perfect! ❤️ Mobile gaming is often seen as a little happy piece of me time by those playing, and with just one ad served to each user, per session, these high attention environments are delivering outstanding outcomes for brands. 💬 - Message me if you'd like to see case studies for brands in your category? #attentioneconomy #advertising #mobilegaming