“Finding Success with In-Game Advertising: Perceptions of Buyers and Sellers”, the new IAB study of over forty brands, agencies, ad tech companies, game developers, and publishers conducted in partnership with MediaScience, reveals that investments in gaming are not nearly at the levels they should be due to five lingering misperceptions.
Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.
This report will guide the industry to find common ground and alignment to unlock investment and . . .
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