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IAB partnered with Guideline, which leveraged ad billing data, other market estimates, and an IAB-commissioned Advertiser Perceptions quantitative survey of TV/digital video ad spend decision-makers to generate these results.

This report, the first of two in 2024, focuses on the ad spend market size and growth projections for digital video in the U.S. including CTV, social video, and online video (OLV).

The post 2024 Digital Video Ad Spend & Strategy Report appeared first on IAB.

The IAB AR Measurement Guidelines Task Force, working with MRC, set forth guidelines for advertisers and marketers to quantify how much media is delivered and gauge how well their media achieved their business objectives within AR media campaigns. Brands are increasingly utilizing AR in their media campaigns to connect with consumers in more meaningful and immersive ways.

The Augmented Reality (AR) Measurement Guidelines:

• Effectively capture the impact of AR campaigns.
• Set a framework to establish clear and consistent definitions for ad delivery, viewability, audience . . .
  

  Claim your free account to continue reading. Log In or Create Account   If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. To create a new account, please click here. If you have any issues, please contact us.

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  ]]> https://www.iab.com/events/commerce-creativity-revolutionizing-audience-engagement/ Fri, 12 Apr 2024 19:32:19 +0000 https://www.iab.com/?post_type=iab_event&p=181179 In the rapidly evolving landscape of digital advertising, the convergence of commerce and creativity is revolutionizing the way brands engage with their audiences. This webinar will explore the synergies between retail media, shoppable ads, and seamless omni-channel experiences, while examining how data collaboration, measurement methodologies, and emerging channels are reshaping the customer journey. Attendees will … Continued

  The post Commerce + Creativity: Revolutionizing Audience Engagement appeared first on IAB.

  ]]> In the rapidly evolving landscape of digital advertising, the convergence of commerce and creativity is revolutionizing the way brands engage with their audiences.

  This webinar will explore the synergies between retail media, shoppable ads, and seamless omni-channel experiences, while examining how data collaboration, measurement methodologies, and emerging channels are reshaping the customer journey.

  Attendees will gain insights into leveraging data-driven strategies, adaptive creativity, and forward-thinking approaches to create compelling, shoppable experiences that resonate with audiences across multiple touchpoints.

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  ]]> https://www.iab.com/blog/gaming-is-all-about-joy-and-emotional-connections/ Wed, 10 Apr 2024 19:07:16 +0000 https://www.iab.com/?post_type=iab_blog&p=180956 What an IAB PlayFronts 2024 it was! Two days packed with insights, announcements, and a lot of fun! That’s the thing about gaming – it is fun. For those of you who attended ALM in January, you may recall that IAB CEO, David Cohen, talked about bringing joy back. Bringing joy back into our lives … Continued

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  ]]> What an IAB PlayFronts 2024 it was! Two days packed with insights, announcements, and a lot of fun! That’s the thing about gaming – it is fun. For those of you who attended ALM in January, you may recall that IAB CEO, David Cohen, talked about bringing joy back. Bringing joy back into our lives at work and at home. Since the pandemic, Americans are significantly less happy. According to Gallup, when Americans were surveyed on 29 metrics that drive a “satisfaction/happiness factor,” American happiness dropped from 48% to 41% pre versus post pandemic. And we have not clawed our way back to happiness yet. But I’m here to assert that GAMING can bring happiness back to America.

  How can gaming help Americans ascend the happiness ladder? We heard from Zoe Soon, VP, Experience Center, IAB, that gaming is for anyone and everyone. She spoke about gaming being “Entertainment Plus.” It’s in the “pluses” that we can take back control of our happiness. Gaming allows us to build community and enhance social connections, to relax and be creative, to feel successful through achievements. All of these are positive emotions associated with gaming. Games make us feel. And what is a brand’s objective when advertising? Their objective is to make consumers feel positive emotions towards their brand. Emotions are linked to memory and recall. So, the more emotional connection a brand can make with its audience, the more positive brand outcomes can be expected.

  Games are mass entertainment targeted to niche audiences. There is a game for everyone. There are 213 million gamers in the U.S. – but that number may not break down as you would expect. 19% of gamers are under 18 years old, 12% are 18-24, 18% are 25-34 (the largest 10-year age block demographic), and over half (51%) are 35+. And when we look at male / female breakouts, 46% of gamers are female. Gamers are not all smelly teenage boys in their basements.

  People play different types of games to illicit different types of emotions. Immersive console and PC games can take the user deep into fantasy worlds filled with escapism, and challenges that lift players from the harsh reality of their daily lives and transplant them into a world where they are in control. A world filled with friends, known and unknown, enables them to create the social connections they crave. There are adventures for every taste and there are targeting techniques that allow brands to be part of any world that is the best fit for them. Many of the targeting tools like first-party data matching and contextual targeting can be applied to gaming environments. Therefore, gaming is a brand safe environment where a brand can have total control over their placements and adjacencies.

  On the casual gaming front, there are hundreds of games for every interest group. There are two mobile gamers for every PC/console gamer. So, when a brand wants to go mass, while maintaining targeting, casual gaming is an excellent choice. A person’s mobile device is their most personal gadget, and the casual gamer is always connected. A casual gamer does not mean a tepid gamer; on average casual gamers spend 13 hours a week gaming.

  One of the biggest announcements at PlayFronts was made by PlayerWON who revealed their new partnership with chip maker NVIDIA that will launch a pre-roll ad product for cloud gaming that makes video game advertising look more like connected TV. These will be pre-game ads that are new to cloud gaming. The new formats also allow brands to use existing CTV creative in video games, creating efficiency and ease of execution. The same ad that ran in the Superbowl can now run in front of games on GeForce NOW (GFN). The ad unit allows cloud games to essentially function live free ad-supported TV (FAST) to make brands emotionally connected to the gamers because they are enabling the free version of an otherwise subscription game available through the cloud.

  So, whether you are a PC, console or casual gamer, gaming and advertising in gaming offers up many opportunities to build emotional connections with consumers and help bring joy back into their lives. Remember, many gamers, especially 35+ cohort, may not identify themselves as gamers, but moms, commuters, workers on breaks play games too. And with all the new innovative targeting and execution opportunities, there is a game for every brand and a consumer for every game. Let’s play!

   

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  ]]> https://www.iab.com/research/changing-the-game-how-games-advertising-powers-performance/ Tue, 26 Mar 2024 12:32:31 +0000 https://www.iab.com/?post_type=iab_research&p=179923 Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a … Continued

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  ]]> Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale.

  IAB partnered with Advertiser Perceptions to survey 300 brand and agency marketing decision makers that invest in games advertising alongside other media to understand its implications, highlighting why these marketers continue to include games advertising, its role in campaign planning and business outcomes, strategies to enhance impact alongside other media, and initial steps to activate.

  Key takeaways include:

  • Investment in games advertising is on the rise.
  • Marketers use games to reach engaged, receptive consumers.
  • Games are considered a brand safe and measurable ad platform.
  • Games advertising influences the entire purchase journey.
  • Marketers are winning with games advertising in the mix.

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  ]]> https://www.iab.com/news/new-iab-study-reveals-games-advertising-among-top-three-investment-growth-areas Tue, 26 Mar 2024 12:30:39 +0000 https://www.iab.com/news/?p=179734 86% of Advertisers Confirm Games Advertising is Brand Safe; 40% Set to Boost Spending in the Coming Year IAB Unveils Guidelines, Sets New Standard for Responsible and Engaging In-Game Advertising New York – March 26, 2024 – Amidst the booming growth of the gaming market, a pioneering study released today during IAB PlayFronts, Changing the … Continued

  The post New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video appeared first on IAB.

  ]]> 86% of Advertisers Confirm Games Advertising is Brand Safe; 40% Set to Boost Spending in the Coming Year
  
  IAB Unveils Guidelines, Sets New Standard for Responsible and Engaging In-Game Advertising

  New York – March 26, 2024 – Amidst the booming growth of the gaming market, a pioneering study released today during IAB PlayFronts, Changing the Game: How Games Advertising Powers Performance, explores the impact of games advertising. This first-of-its-kind analysis of brands and media agencies quantifies the success, reach, and effectiveness of games advertising, shedding light on why it is a crucial component in the marketing mix.

  “This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising,” said Jack Koch, Senior Vice President, Research & Insights, IAB. “The study found that advertisers view games advertising as a measurable, brand safe medium that is effective across the entire consumer journey. Marketers can no longer afford to ignore this medium if they want to reach the more than 200 million U.S. consumers that play video games.”

  Current State of Gaming and Games Advertising

  For those using games advertising, it has become an integral and continuously growing part of the marketing mix. Notably, 86% of advertisers surveyed agree that it is of growing importance to their companies, and 40% plan to increase spend on games advertising in the coming year.

  Increases in ad spend come on the heels of gaming’s growing importance and prevalence in the US. According to Entertainment Software America (ESA), there are 213 million gamers in the US, while eMarketer projects ad spend in games will surge from $8.53 billion in 2024 to $11.49 billion by 2027.

  Why Marketers Are Using Games Advertising

  As games advertising continues to mature, it has become a reliable platform for delivering premium, high-quality inventory. Of note, 86% of advertisers surveyed agree that it is brand safe, solidifying its position as the second-highest rated channel in terms of brand safety. In addition, 85% of those surveyed are confident in their ability to measure games advertising.

  While 79% of advertisers find buying advertising in games relatively easy, it still falls behind other digital media channels concerning ease of buying and planning. Experienced planners and buyers emphasize the need for additional effort to exploit the advantages of games advertising fully. This includes conducting research on gaming audiences to understand their preferences and tailoring ad formats and creatives, which can be more complex compared to other media channels due to the diverse gaming landscape and the need for custom work.

  In light of these insights, it’s evident that games advertising serves as a powerful tool for engaging with the right consumers in their preferred environment. An impressive 90% of advertisers attest to its effectiveness in reaching valuable, hard-to-reach audiences with relevant messaging. Further, 85% of advertisers recognize games advertising as a premium, high-quality platform for promoting their brands. With its ability to integrate immersive ad placements into user experiences, it offers a fresh and innovative approach to marketing.

  Games Advertising is Effective Across the Entire Consumer Journey

  Games advertising meets both brand and performance marketing goals, with 78% of advertisers stating that games advertising is “excellent” or “good” at awareness, 76% at driving research and consideration, and 65% at driving purchase.

  Koch added, “Impressively, games advertising consistently performs well across all stages of the consumer journey, showcasing its potency compared to other media channels. We’re excited to reveal where and how to harness its power in the marketing mix.”

  For detailed insights and recommendations, access the complete study here.

  IAB Launches Creative Guidelines and Best Practices in Advertising in Gaming

  IAB has also released guidelines and best practices for games advertising to further enable advertisers to tap into the power of this channel. The initiative introduces essential guidelines around creative in games advertising to ensure effective and respectful advertising across various gaming platforms. Addressing the challenge of intrusive advertising, the guidelines prioritize clear disclosures, appropriate calls-to-action, and adherence to quality assurance protocols to standardize practices and make ads engaging rather than disruptive. The document establishes guidelines for various ad formats, promoting collaboration among gaming and advertising professionals to achieve higher standards and an optimal balance between advertising goals and user satisfaction.

  “Our Creative Guidelines and Best Practices in Advertising in Gaming aims to help preserve the Player First ethos and help brands get it right when activating in games,” said Zoe Soon, Vice President, Experience Center, IAB. “From interactive overlays to rich media experiences, we’re providing guidelines and identifying best practices to ensure ads enhance rather than disrupt gaming. By encouraging collaboration within the gaming and advertising communities, we’re building a future where ads not only meet brand goals but also contribute to a gaming journey that everyone can enjoy.”

  Access the complete guidelines here.

  About IAB
  The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

  IAB Media Contacts
  Brittany Tibaldi / Michael Vaughan
  347-487-6794 / 813-210-1706
  btibaldi@kcsa.com/mvaughan@kcsa.com

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  ]]> https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/ Tue, 26 Mar 2024 12:15:46 +0000 https://www.iab.com/?post_type=iab_insight&p=179350 Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a … Continued

  The post Changing the Game: How Games Advertising Powers Performance appeared first on IAB.

  ]]> Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale.

  IAB partnered with Advertiser Perceptions to survey 300 brand and agency marketing decision makers that invest in games advertising alongside other media to understand its implications, highlighting why these marketers continue to include games advertising, its role in campaign planning and business outcomes, strategies to enhance impact alongside other media, and . . .

  Claim your free account to continue reading. Log In or Create Account   If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. To create a new account, please click here. If you have any issues, please contact us.

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  ]]> https://www.iab.com/guidelines/creative-guidelines-and-best-practices-in-advertising-in-gaming/ Tue, 26 Mar 2024 12:15:33 +0000 https://www.iab.com/?post_type=iab_guideline&p=179352 Creative Guidelines and Best Practices in Advertising in Gaming is a guideline for best practices for games advertising to further enable advertisers to tap into the power of this channel. The initiative introduces essential guidelines around creative in games advertising to ensure effective and respectful advertising across various gaming platforms. Addressing the challenge of intrusive … Continued

  The post Creative Guidelines and Best Practices in Advertising in Gaming appeared first on IAB.

  ]]> Creative Guidelines and Best Practices in Advertising in Gaming is a guideline for best practices for games advertising to further enable advertisers to tap into the power of this channel. The initiative introduces essential guidelines around creative in games advertising to ensure effective and respectful advertising across various gaming platforms.

  Addressing the challenge of intrusive advertising, the guidelines prioritize clear disclosures, appropriate calls-to-action, and adherence to quality assurance protocols to standardize practices and make ads engaging rather than disruptive. The document establishes guidelines for various ad formats, promoting collaboration among gaming and advertising professionals to achieve higher standards and an optimal balance between advertising goals and user satisfaction.

  IAB guidelines and best practices aim to standardize in-game ads through industry . . .

  Claim your free account to continue reading. Log In or Create Account   If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. To create a new account, please click here. If you have any issues, please contact us.

  The post Creative Guidelines and Best Practices in Advertising in Gaming appeared first on IAB.

  ]]> https://www.iab.com/news/iab-playfronts-returns-for-third-year-reinforcing-gaming-advertisings-effectiveness Thu, 29 Feb 2024 13:30:55 +0000 https://www.iab.com/news/?p=178243 Industry Leaders Gather to Discover the Latest Trends and Insights in Gaming Advertising NEW YORK – February 29, 2024 – For the third consecutive year, the Interactive Advertising Bureau (IAB) gears up for IAB PlayFronts. On March 26th-27th, industry leaders from gaming companies, streaming platforms, and adtech partners will gather at Convene in New York … Continued

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  ]]> Industry Leaders Gather to Discover the Latest Trends and Insights in Gaming Advertising

  NEW YORK – February 29, 2024 – For the third consecutive year, the Interactive Advertising Bureau (IAB) gears up for IAB PlayFronts. On March 26th-27th, industry leaders from gaming companies, streaming platforms, and adtech partners will gather at Convene in New York City (1221 6th Avenue) for an event that defines the gaming advertising landscape and showcases creative opportunities for brands.

  As the dedicated marketplace for the gaming industry, IAB PlayFronts is the must-attend event to discuss the current and future state of the gaming advertising ecosystem. Industry experts will feature the latest trends and consumer insights in gaming advertising, demonstrate unique creative opportunities for brands to drive incremental revenue, and discover new audiences. Focus will include navigating measurement and diverse ad formats to maximize engagement and effectiveness in this evolving space.

  “IAB PlayFronts empowers brands and agencies to mobilize the full potential of gaming as a strategic advertising channel,” said Carryl Pierre-Drews, EVP and Chief Marketing Officer, IAB. “As the gaming landscape undergoes constant evolution, the burgeoning demand prompted our decision to expand IAB PlayFronts to a second day, reaffirming the ability of gaming to deliver meaningful business results.”

  On March 26, IAB will release the first quantitative study of why brands and agencies continue to leverage games advertising, what success they’re seeing across the marketing funnel, and how gaming drives results compared to other channels. Additionally, IAB will release its Creative Guidelines and Best Practices in Advertising in Gaming. These guidelines aim to set industry standards for balancing effective in-game advertising with player experience across mobile, PC, and web-based games, offering crucial guidance for advertisers, agencies, game publishers, and platforms to craft engaging creative content.

  “Brands are investing significantly in gaming, with 93% of media buyers intending to activate in gaming by 2025,” said Zoe Soon, Vice President of the Experience Center at IAB. “For brands, gaming presents an enormous opportunity to embed themselves in consumers’ stories and in moments of triumph, community, engagement, and connection with themselves and others. It’s an effective way to access attention, cut through the noise and boost brand recall, and loyalty with audiences.”

  IAB PlayFronts Presenter Schedule

  Day 1: Tuesday, March 26, 2024	Day 2: Wednesday, March 27, 2024
  8:30 – 9:30 AM Networking Breakfast	8:30 – 9:30 AM Networking Breakfast
  9:30 – 9:35 AM Welcome Remarks David Cohen, CEO, IAB	9:30 – 9:50 AM Welcome Remarks and Gaming and Immersive Social Research Presentation Zoe Soon, Vice President, Experience Center, IAB and Jack Koch, SVP, Research & Insights, IAB
  9:35 – 9:55 AM IAB Keynote Zoe Soon, Vice President, Experience Center, IAB	9:50 – 10:10 AM Presentation by Twitch
  9:55 – 10:15 AM Presentation by Activision Blizzard Media	10:10 – 10:30 AM Presentation by Gamefam
  10:20 – 10:40 AM Presentation by Super League	10:35 – 10:55 AM Presentation by Yahoo!
  10:40 – 11:20 AM Networking Break	10:55 – 11:35 AM Networking Break
  11:25 – 11:45 AM Presentation by Ubisoft	11:40 – 11:50 AM Presentation by Samsung Ads
  11:45 – 11:55 AM Presentation by Anzu	11:50 AM – 12:10 PM Presentation by Moonrock
  12:00 – 12:20 PM Presentation by Digital Turbine	12:15 – 12:25 PM Presentation by Niantic
  12:20 – 12:40 PM Presentation by Playwire	12:25 – 12:35 PM Presentation by Fandom
  12:40 – 1:40 PM Networking Lunch	12:35 – 12:50 PM Presentation by PlayerWON
  1:45 – 2:05 PM Presentation by Zynga Ads	12:45 – 12:50 PM Closing Remarks Zoe Soon, Vice President, Experience Center, IAB
  2:30 – 2:50 PM Presentation by Overwolf Ads	12:50 – 1:50 PM Networking Lunch
  2:50 – 3:10 PM Presentation by Admazing
  3:15 – 3:55 PM Networking Break
  3:55 – 4:15 PM Presentation by SuperAwesome
  4:20 – 4:30 PM Presentation by Livewire
  4:30 – 4:50 PM Presentation by Bent Pixels
  4:50 – 5:00 PM Presentation by Enthusiast Gaming
  5:00 – 5:05 PM Closing Remarks
  5:05 – 6:05 PM Networking Reception

  All times are in ET; Speakers and timing are subject to change. For an up-to-the-minute agenda, please refer to the IAB website.

  This event is invite-only for qualified brand marketers and agency professionals. For more information on IAB PlayFronts or to request a pass, please visit: https://www.iab.com/playfronts/.

  About IAB
  The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

  IAB Media Contacts
  Brittany Tibaldi / Michael Vaughan
  347-487-6794 / 813-210-1706
  btibaldi@kcsa.com / mvaughan@kcsa.com

  The post IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising’s Effectiveness appeared first on IAB.

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