In-Game advertising
Theoretical information
As the quality of video games has improved, the number of people playing them has grown. The game industry has advanced to the level where all the graphics got so detailed and realistic, advertisers have entered the market by presenting in-game advertising with special offers for products or services.
In-game advertising refers to advertising in the computer, video, or mobile games. It is often seen as pop-up messages, cut-scenes, on-screen adverts, billboards, background displays. In-game advertising provides an effective, nonintrusive, and creative way for brands to connect with their target audience.
Creative Requirements
In-game advertising allow standard IAB creative sizes. Additionally, it is possible to run HTML ads that are non-interactive.
|
Creative formats |
|
300x250 |
|
320x50 |
|
728x90 |
|
160x600 |
|
300x600 |
|
970x250 |
80% of the inventory will be banner ads. However, it is possible to run VAST video ads. The following video requirements are:
| Video size |
| 320x480 |
| 480x320 |
| 1024x768 |
| 768x1024 |
Examples
Targeting opportunities
In-game advertising offers businesses the opportunity to reach out to a very wide demographic with eclectic tastes. This means that in-game ads don’t have to be limited to products targeting a tech-savvy audience. In-game ads are used to promote FMCG products, lifestyle brands, healthcare, and far more. Almost any product, catering to any demographic can be promoted effectively through in-game advertisements because gaming itself has become a universal pastime.
Problems that In-Game advertising tackles
Viewability. In-game ads are integrated seamlessly into the game, there’s no way to skip past them. The interactive nature of games keeps players’ attention glued to the screen as their eyes dart around, taking in every piece of information. Looking away, even for a split second, could negatively impact their game, so they just don’t behave that way. This means that players are always exposed to every ad, even the one on the digital billboard that they pass as they hug the track and race towards the finish line.
Brand awareness. There was a study done to find out how in-game advertising results in brand recall and brand awareness. Participants were playing two different versions of the game (less interactive - walking around the city and more interactive - walking and shooting), during the playtime they were exposed to some ads. After the game, they were asked to name the brand names they have recognized. The results showed that the higher game interaction results in higher brand recognition and user’s experience. Users did not feel that ads were interrupting the game or any other negative perceptions about ads being in the game.
The brand-safe environment with high engagement. Overall mobile game users hold the highest session lengths across all app categories, the time spent on mobile game apps has increased to 62% due to the current situation. This gives advertisers the chance to create many touchpoints inside a single session. Moreover, brands can benefit from the industry's innovative approach when it comes to mobile creatives there is an opportunity to create engaging and non-intrusive ad formats to create a genuine interest in the audience.
General Communication regarding in-game advertising
Since in-game advertising has been introduced there was a big shift in the advertising industry. Marketers discovered and implemented novel techniques of reaching and influencing their target customers. Customers accept in-game ads due to their opt-in nature. Advertisers favor them because they provide a measurable and targeted channel to deploy promotions. In-game advertising enables advertisers to grow awareness, unlock previously unreachable audiences, all within a brand-safe and immersive context. In-game advertising gives brands a better chance of building valuable relationships based on shared goals.
Possible Results
| Country | Viewability |
| Nigeria | 86.14% |
| Indonesia | 83.92% |
| Kazakhstan | 87.36% |
| Bangladesh | 94.03% |
| Kenya | 90.95% |
| South Africa | 93.31% |
| Cameroon | 86.35% |
| Myanmar | 90.16% |
| Georgia | 94.40% |
| Tanzania | 89.08% |
| Ghana | 84.19% |
| Belarus | 95.32% |
| Sri Lanka | 91.58% |
| Saudi Arabia | 94.75% |
| Pakistan | 91.21% |
| Ukraine | 96.36% |
| Zambia | 88.38% |
| Croatia | 96.27% |
| Azerbaijan | 86.83% |
| Uganda | 87.63% |
| Average | 90.41% |
Advertising Policies
| Alcohol | Betting |
| Possible through PMP | Possible through PMP |
Limitations
1. Due to non-instrusive environment clicks cannot be tracked.
2. DMP targeting cannot be used for PC and console targeting.
3. Exchanges follow strict alcohol, betting advertising policies.
Admix
Monthly Ad Impressions: http://bit.ly/3bUeQD6
App list: http://bit.ly/3pwLQaN
Anzu
Monthly ad impression & app list: http://bit.ly/381vboB