Gaming is a mainstream, social pastime that has become a global phenomenon. In the U.S. alone, more than half of homes have a gaming console, and 3 in 10 are planning to buy one in the next year. With over 3.1 billion gamers worldwide, the industry is now estimated to exceed $300 billion.
In-game ads appear on in-game objects, like billboards, jerseys, walls and more.
Blended in-game ads represent an emerging channel that delivers huge opportunities to tap into an expansive, growing audience. This channel comes with unique benefits and a chance to experiment with new strategies to reach engaged audiences.
Here are three reasons why advertisers should be getting in the game with in-game ads.
1. In-game advertising enables you to reach a diverse audience.
To effectively reach and engage gamers, it’s important that marketers use data and audience insights to understand who gamers are, how they are consuming digital media and how best to convey messaging to them. Understanding the target user will provide marketers the insights needed to build an audience-targeting strategy for in-game advertising that drives performance.
Marketers also benefit from the increase in scale that in-game advertising offers. Since users don’t tend to multitask while playing a video game, this multichannel approach enables marketers to capture users’ attention when they aren’t on other devices.
2. Builds brand awareness through a nonintrusive ad format.
The most common formats used in a blended in-game ad campaign are display and video ads. Display ads are typically designed images or photos combined with copy. They should be eye-catching enough to attract the attention of a gamer, and they should deliver a quick message.
Video ads in games are a great way to create an emotional connection between an audience and a brand.
In-game ads blend seamlessly into a game’s environment. Users will encounter them, but the ads will not disrupt their gameplay.
3. In-game advertising brings new opportunities.
Marketers can test unique ad formats that are exclusive to gaming environments, while also reaching new audiences.
The key to finding opportunities with in-game advertising will be to optimize ads for the gaming environment so they maximize exposure and capture the attention of users. Creatives should be tailored specifically to the in-game environment.