Marketers could leverage in-game advertising as the number of gamers rise amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 07, 2020, 11:08 AM UTC

Ad targeting could be more precise as businesses could add layers of targeting to campaigns via DMP integrations.

WARC’s Guide to marketing in the gaming ecosystem states that the pandemic has led to an increase in the number of active players, consumption of gaming-related content, and time spent playing. Wavemaker’s Andy Sampson notes that gamers come from all ages, genders and incomes.

With gaming evolving significantly with the ability of the tech infrastructure to deliver ads in real-time through ad servers, brands can now buy ad inventories programmatically. However, despite the increase in gaming audiences, marketers aren’t capitalising on in-game advertising as a part of their media mix.

Brands must ensure their ads are contextually relevant to the gamers’ experience and doesn’t distract them. Sampson adds, in-game advertising must capture the attention but “not detriment the gamer’s experience”.

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