The IAB Tech Lab has introduced a new framework for measuring in-game advertising effectiveness, aimed at closing the gap between the gaming audience and advertisers. Recent data shows that US advertisers increased their in-game ad spend by 10% year-over-year, though this still represents just 3.7% of the overall digital ad market. With 3.4 billion gamers globally and a 6% increase in gaming time, the potential for in-game ads remains significant, despite traditional biases held by non-gamers towards gaming.
The IAB Tech Lab’s new framework for in-game ad measurement is designed to help advertisers engage with gamers, who now represent a vast and growing audience. US advertisers increased their spending on in-game ads to 10% more year-over-year, but it still makes up only 3.7% of total digital ad spend. Despite skepticism, gaming is mass-market entertainment with 3.4 billion gamers worldwide who are playing during their spare time, incorporating word games, puzzles, and quizzes into their daily routines.
The obsession with measurement in the ad tech industry is intense. If an action cannot be measured or optimized in real time, it's often disregarded by advertisers. The revelation that everyone might be a gamer, albeit in varying forms, underscores the significant engagement potential available within the gaming community. This calls into question the preconceived notions surrounding gaming and how they affect advertising strategies.
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