"Gaming advertising delivers 20 times more engagement for just 5% of typical media budgets, according to Australia's first comprehensive gaming attention benchmark report released today by iion Gaming attention costs USD$1.33-2.64 (£1.01 - 2.00) per hour vs digital display/video at USD$6.20-15.50 (£4.71-11.78). Gaming ads deliver 10-22 seconds of attention vs 1-5 seconds for traditional digital. Strategic format-genre combinations drive substantial performance differences"
"The benchmark study, titled "The Attention Advantage," analysed 50+ gaming campaigns across Australian mobile and tablet gaming environments, revealing significant efficiency advantages: +788% lift in engagement rate (CTR) +76% lift in active attention +24% lift in video completion rate 99.89% viewability"
""Gaming has been dramatically underinvested relative to its measurable performance," said Yun Yip, chief commercial officer at iion. "This benchmark provides Australian marketers with the local data they need to make informed decisions. When brands like Menulog achieve +788% engagement lifts, it demonstrates a significant opportunity for strategic early movers.""
Gaming advertising produces substantially higher engagement while using a fraction of typical media budgets. Gaming attention costs USD$1.33-2.64 per hour versus USD$6.20-15.50 for digital display and video. Gaming placements capture 10-22 seconds of attention compared with 1-5 seconds for traditional digital formats. Campaign performance showed +788% engagement rate lift, +76% active attention lift, +24% video completion lift and 99.89% viewability across 50+ mobile and tablet campaigns. Strategic format-genre combinations and portfolio management drive significant performance differences. A Menulog case demonstrated strong results from targeted gaming placements and elevated engagement outcomes.
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