May 2, 2024

Big Brands, Big Plays: Why Everyone Needs an In-Game Advertising Strategy

Mobile ads on fire, but in-game ads rule the future: IAB study unveils why brands need a gaming strategy

As the advertising landscape continues to evolve, it's crucial to understand the market's pulse. Our recent blog post shed light on the growing influence of mobile advertising, which accounted for a significant portion of last year's staggering $362 billion in ad spend. However, there's still plenty more to explore in the advertising world.

The IAB's latest study, How Games Advertising Powers Performance, vividly showcases the rise of in-game advertising. Drawing insights from 300 brand and agency decision-makers, the study emphasizes the growing importance of in-game advertising in the marketing mix. The conclusion?  It's not a fleeting trend; it's the cornerstone of future brand engagement. 

Understanding the Shift: The Rise of In-Game Advertising

But why are marketers increasingly drawn to in-game advertising? The answer lies in its unmatched ability to resonate deeply with audiences. With over 212 million digital gamers in the U.S. alone, the potential reach is staggering. Yet it's not just about numbers; it's about connection. Games provide a unique platform where brands can seamlessly integrate into the user experience, fostering genuine engagement and interaction.

How Games Advertising Powers Performance 1

Moreover, in-game advertising isn't just a shot in the dark—it's a measurable powerhouse. Thanks to advancements in ad-tech and measurement solutions, advertisers can now quantify success with the same confidence as other media channels. With nearly 90% of advertisers expressing confidence in measuring game advertising, it's clear that the days of uncertainty are behind us.

But perhaps the most compelling aspect of in-game advertising is its impact throughout the consumer journey. From awareness to loyalty and advocacy, games consistently deliver results. Whether it's driving brand consideration or fostering long-term relationships, games have emerged as a formidable force across every stage of the purchase journey.

How Games Advertising Powers Performance

And the best part is that it's not just about big budgets and big brands. Games advertising offers opportunities for businesses of all sizes to make their mark, reaching diverse audiences with tailored messaging that resonates.

In-Game Audio Ads: The Untapped Powerhouse

The IAB report underscores the significance of diverse ad formats within in-game advertising, and as Odeeo, we believe that in-game audio emerging as a particularly potent avenue

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In-game audio ads represent a revolutionary leap forward for publishers and advertisers alike. Unlike traditional interruptions, audio placements occur during live gameplay, strategically positioned wherever the game publisher deems most effective. This approach ensures that your brand's message is delivered organically, enhancing immersion rather than disrupting it. Global brands like Red Bull and EE have harnessed the power of in-game audio ads to drive brand awareness and promote new products within their local markets.

Embracing the Future of Advertising

The IAB report serves as a guiding light for marketers seeking to elevate their advertising strategies. Venturing into the dynamic world of gaming and experimenting with various ad formats not only signifies innovation but also presents an opportunity to forge authentic connections with consumers.

In this ever-evolving landscape, adaptability is key. Brands that embrace the gaming frontier and leverage its diverse advertising avenues will undoubtedly lead the charge in shaping the future of brand engagement.

So, as we navigate this exciting terrain, let's remember: the game is on, and the possibilities are endless. Let's unlock the full potential of in-game advertising together, crafting experiences that captivate, resonate, and inspire.

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