IAB的指南针: Navigating 游戏
How to get the most out of IAB的指南针
他们之间, 基于“增大化现实”技术/虚拟现实, 连接电视, gaming and shoppable advertising are providing advertisers with new and exciting ways to bring brands to life, 与消费者产生共鸣, 推动销售. IAB的指南针 is your essential manual to understanding the future of these four channels and how you can harness them most effectively.
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The findings in under 3 minutes
游戏 usage amongst UK adults
超过60%
的英国成年人玩游戏
7小时33分钟
spent playing games per week, on average
£815m
spent on gaming ads in the UK in 2021
游戏的预测
We forecast UK gaming advertising spend to reach £1.到2026年将达到840亿美元, potentially higher or lower depending on adoption of native formats in mobile gaming and the extent to which PC/console gaming embraces advertising.
Considering the potential developments in the market, we’ve outlined three scenarios for how gaming advertising may develop including a 基本情况, a more optimistic 高增长案例, and a less optimistic 低增长案例.
Under the 基本情况, gaming advertising would reach £1.到2026年将达到840亿美元, driven mostly by growth in mobile gaming. This is the most likely scenario.
Under the 高增长案例, gaming advertising would reach £2.06bn, with higher growth in PC/console to £0.32bn (15% of total vs 5% in 基本情况). Under the 低增长案例 it would reach £1.65bn, with growth mostly in mobile gaming.
To find out more about the forecasting please see page 24 of the full report, 它包含更多的细节.
How much could advertisers be investing gaming by 2026?
£1.84bn
基本情况
£2.06bn
高增长案例
£1.65bn
低增长案例
游戏机会 & 下一步该怎么做?
游戏 is a major opportunity to reach large and diverse audiences with a range of creative options - and for many advertisers it is untapped.
High uptake of gaming among the UK population means most advertisers will be able to reach their target audiences, including harder to reach groups. T在这里 are easy points of entry using existing creative, but also considerable creative freedom for those more adventurous.
With newer native ad formats emerging and more developers likely to incorporate advertising, 库存将会增加. Relatively low uptake by advertisers as a whole means a less crowded space than some other digital ad markets.
广告商应该怎么做? & 机构做?
Given the scale and varied nature of the opportunity, we recommend those new to gaming engage with suppliers and find specialists to help them navigate the gaming market, as well as starting with relatively simple campaigns.
以此为基础, advertisers should explore the wider creative potential of gaming, developing approaches to drive scale and measure results effectively.
Recommendations for advertisers & 机构
- Build understanding of the gaming opportunity
- 寻找游戏专家
- Start simple before expanding creatively
- Develop approaches to drive scale
- Develop measurement for new types of ad activity
To find out more about the recommendations please see page 28 of the full report, 它包含更多的细节
You must be a member of the IAB UK to view this content. If you are not a member you can find out more 在这里.
游戏 advertising has come on leaps and bounds. A few years ago I would have thought of banner ads, 现在是奖励视频广告, 音频广告, 游戏玩法中的广告... and t在这里 are dedicated gaming platforms to manage campaigns for you and provide assurance about w在这里 ads are placed, 他们被看见了，等等.
媒体机构，数字主管
全面探索IAB指南针
- 执行概要
- 游戏的演变
- 什么是游戏广告?
- 消费者对游戏的接受度
- 广告商对游戏的吸收
- Challenges in gaming adoption
- Current spend on gaming advertising Future developments in gaming
- 游戏广告预测
- 游戏机会 and 下一步该怎么做?
下载报告全文 to explore the following chapters on gaming, as well as what to expect in 基于“增大化现实”技术/虚拟现实, CTV和购物广告
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