As gaming companies look to beef up their advertising businesses, they have developed an increasingly diverse range of inventory types. It’s an exciting moment for advertisers — but also a source of potential confusion for those less experienced with the space.
At Digiday’s virtual Gaming Advertising Forum earlier this week, diversification was a consistent topic of discussion. Although the in-game advertising market continues to grow, marketers have grown wiser about the multitude of other opportunities to reach gamers inside and outside of games, such as sponsoring sports game competitions or developing playable interstitial ads.
Now that gaming has gone from a buzzword to a regular presence in brands’ media mix, marketers are more closely scrutinizing the value and ROI of their investments in this channel — and the platforms are rising to the challenge. Here are some of the biggest takeaways from this week’s Gaming Advertising Forum.
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The original post is at Marketing Archives – Digiday
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