Advertisers plan to increase ad spending on video games by 40% this year, according to a new study, with total ad spending set to reach $8.5 billion in 2024 and rise to $11.5 billion by 2027 .
In the IAB’s “Changing the Game: How Game Promotion Boosts Performance” report published Tuesday, 86% of advertisers surveyed said their gaming ad spend is “brand protected” and 85 % are confident in their ability to measure the reach of games. promoting.
Additionally, the study finds that 90% of ad users find gaming ads effective in reaching “valuable and hard-to-reach audiences with relevant messages,” with an estimated 213 million gamers in the US.
The report revealed that 79% of advertisers say purchasing in-game ads is “comparatively simple.”
“This is the first large-scale quantitative assessment of brands and companies with experience buying gaming advertising,” said IAB Senior Vice President of Analytics and Insights Jack Koch. “The study found that advertisers view gaming advertising as a measurable, model-protected medium that is effective across the entire consumer journey. Entrepreneurs can no longer afford to ignore this medium if they want to reach more than 200 million users in the US who play video games.
The IAB also released tips and best practices for game advertising, which address multiple ad formats, promoting collaboration between games and marketers and balancing marketing objectives and user satisfaction.
“Our creative gaming marketing tips and best practices aim to help protect the gamer spirit and help brands get it right when activating in games,” said Zoe Quick, vice president of technology at IAB. “From interactive overlays to rich media experiences, we’re providing tips and uncovering best practices to ensure ads enhance rather than hinder games. By encouraging collaboration between the gaming and advertising communities, we are building a future where ads not only meet brand objectives, but also contribute to a gaming journey that everyone can enjoy.
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