In-game advertising will maintain solid growth over the next few years, but its share of digital ad spending will decline, despite heightened brand interest.
Report
| May 30, 2024
Following nearly 25% growth in 2023, US game ad revenues will total $8.59 billion this year, a growth of 6.7% over 2023, per our March 2024 forecast.
Article
| Jun 10, 2024
Forecasts
| Mar 25, 2024
Source: EMARKETER Forecast
Chip maker NVIDIA last week launched a pre-roll ad product for cloud gaming that makes video game advertising look a lot more like connected TV (CTV).
Article
| Apr 2, 2024
Chart
| Mar 26, 2024
Source: Interactive Advertising Bureau (IAB); Advertiser Perceptions
Chart
| Mar 26, 2024
Source: Interactive Advertising Bureau (IAB); Advertiser Perceptions
As mobile games adjust to privacy rules and consoles pursue new native ad formats, brands finally have more chances to advertise in games.
Report
| May 31, 2023
Despite the fact that in-game ad spending will see relatively modest growth over the next few years, games still offer several opportunities for brands.
Article
| Jun 12, 2024
When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our “Behind the Numbers: The Baking & Payments Show” podcast.
Article
| May 28, 2024
On today's podcast episode, we discuss the most substantial question facing TV at the moment, the right way to advertise AI's advantages, how haptics could change how we use the internet, whether advertising can find a home inside of games, which countries drive, cycle and take public transport the most, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Ross Benes and Blake Droesch.
Audio
| May 17, 2024
It’s an election year in the US, one where we’ll see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024’s version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.
Article
| Feb 20, 2024
On today's podcast episode, we discuss the main takeaways from this year's Super Bowl; which ads had the biggest impact; how Fox, ESPN, and Warner Bros. Discovery's (WBD's) new giant sports streaming service announcement changes the game; some unbelievable facts about trees; and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of forecasting Oscar Orozco, and analyst Max Willens.
Audio
| Feb 16, 2024
Roblox introduces immersive video ads to capture Gen Z's attention: New ad format expected to boost brand engagement and user actions.
Article
| May 1, 2024
Not every trend gets the headline it deserves. Our analysts spotted three undervalued ad mediums (in games, shoppable media, and ride-share companies), each holding an opportunity for advertisers to diversify their spend, explore formats, and identify untapped audiences. Here are the ad forecast trends you need to know.
Article
| Jan 26, 2024
Game advertising reeled from Apple’s AppTrackingTransparency (ATT) privacy rules that took effect in 2021. Then growth in in-game advertising slowed in 2022 but started to recover in 2023. Mobile analytics and attribution company Adjust estimates that North American game installs fell by 6% in 2023, although more installs resulted from paid advertising, helping drive up eCPMs and install ad revenues.
Report
| Mar 26, 2024
On today's podcast episode, we discuss why the Atlantic thinks "Google is playing a dangerous game with AI search", the best new membership perk that retailers should introduce, TV networks strategy to deemphasize age, whether every brand needs a personality, why the Taj Mahal was built, and more. Tune in to the discussion with our analysts Blake Droesch, Bill Fisher, and Carina Perkins.
Audio
| Jun 7, 2024
Consumers are worried about the surge of ads in gaming: Xbox and Sony both have in-game ad programs in the works, and consumers aren’t thrilled.
Article
| Apr 25, 2022
Sony expands its empire into mobile: Its latest acquisition will be a testing ground for in-game ads and mobile service games.
Article
| Aug 30, 2022
In 2024, advertisers will spend $8.53 billion on ads placed within digital games, 13.4% more than in 2023. While the gaming industry does not get as much attention from marketers as connected TV (CTV) or retail media, it is in the midst of a long stretch of exceptional ad revenue growth. The $10 billion mark is not far off. In-game ads have become more attractive to major advertisers.
Report
| Jan 11, 2024
Roblox’s ad efforts come at a tricky time: A spending downturn, prickly regulatory mood, and unclear in-game ad standards make this a tough space to navigate.
Article
| Sep 13, 2022
Gamers want to see creative ads that are seamlessly integrated into gameplay. Some 41% of US gamers ages 18 to 34 would like rewards for devoting time and attention to in-game ads. Meanwhile, 32% believe ads should never interrupt a hardcore gamer’s flow.
Article
| May 12, 2022
The average US adult spends just over an hour playing video games per day, according to our estimates. Such a sizable share of attention offers a prime opportunity for brands to advertise in games—especially since traditional barriers to brand advertising have been lowered. Big changes have opened opportunities for brands across platforms.
Article
| Jun 8, 2023
That’s far from the only recent move in this space; in February, Disney invested $1.5 billion into Epic Games to create a persistent, live-service video game involving its media properties, signaling a significant move into the gaming and metaverse arena.
Article
| Jul 12, 2024
The past two Summer Olympic games, taking place in Rio (2016) and Tokyo (2020), each attracted over 3 billion viewers worldwide, according to the International Olympic Committee (IOC)'s official reporting.
Article
| Jul 12, 2024
Mercado Libre is beating Amazon at its own game in Latin America: The former is expected to represent more than half of all retail media ad spending in the region, while the latter continues to lose share to local players in Brazil and Mexico.
Article
| Jul 3, 2024