Brands are increasingly turning to gaming advertising to engage with more diverse audiences

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The report says media agencies continue to experiment with a wide range of game advertising formats for brand building and storytelling, and now view game advertising as a key opportunity to reach a diverse audience.

According to the 2022 IAB Australia Game Advertising State of the Nation report, brands and agencies see game advertising as an opportunity to reach more diverse audience groups as the gaming landscape evolves. This reflects a shift from the medium that was previously used to engage niche, harder-to-reach audiences.

According to the report, which was unveiled at the IAB Gaming Advertising Summit, 45% of respondents cited the diversity of gaming audiences as a key driver of gaming advertising usage. Previously, access to hard-to-reach audiences was the main driver of investment. Now, the focus is on the diversity of gaming audiences as one of the main drivers.

The report was conducted in June 2022 by the IAB Game Advertising Working Group among 80 advertising decision makers working at agencies and brands.

“There has been a pronounced shift in thinking about gaming audiences over the past year, with more and more agencies realizing that the gaming landscape in Australia reaches a diverse, mainstream and inclusive of all ages, genders and backgrounds,” said Gai Le Roy, CEO of IAB Australia.

“It took strategic thinking and planning away from traditional gaming stereotypes that skewed young single men into the mainstream to help build a brand, reach a diverse audience, and increase reach.”

The report also notes an increase in the number of agencies that regularly consider different forms of advertising for games when creating media plans – rising from 20% in 2021 to 25% in 2022. However, a third of agencies still have games in their experimentation compartment (32%). Almost 4 in 10 (38%) have no experience with this form of advertising, although the majority plan to do so in the future.



According to the report:

“Advertisers are experimenting with a wide range of gaming ad formats, including the most popular streaming-adjacent display/video formats, mobile gaming ads, and live streaming formats, as well as some experimentation with emerging formats such as buyable ads, direct product placement and metaverse activations. . There is a future appetite to use these popular and emerging formats again for the first time.”

Although it’s a vast landscape with a myriad of formats, gaming advertising has been around for quite some time and includes streaming ads adjacent to display and video, mobile gaming ads and live videos. However, brands and agencies are looking to find new formats, including the possibilities offered by metaverse activations.

While only 8% of respondents had experience with metaverse activations or planning, 6 in 10 (59%) hope to experiment within the next year.

The IAB also noted the lack of creative specifically designed for the media environment, with only 17% adapting the creative for gaming environments and 39% rarely or never doing so.


Image: Sean Do, via Unsplash

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