In-Video-Game Ad Spend to Reach $11.5 Billion by 2027
variety.comJennifer Maas TV Business Writer Advertisers plan to increase spend on in-video-game advertising by 40% this year, according to a new study, with total ad spend set to reach $8.5 billion in 2024 and increase to $11.5 billion by 2027.
In IAB‘s “Changing the Game: How Games Advertising Powers Performance” report, which was revealed Tuesday, 86% of advertisers surveyed said gaming ad spend is “brand safe” and 85% are confident in their ability to measure the reach of games advertising.
Additionally, the study finds that 90% of ad buyers find gaming ads to be effective in reaching “valuable, hard-to-reach audiences with relevant messaging,” with an estimated 213 million gamers in the U.S.
The report revealed 79% of advertisers say that buying in-game ads is “relatively easy.” “This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising,” IAB research and insights senior vice president Jack Koch said. “The study found that advertisers view games advertising as a measurable, brand safe medium that is effective across the entire consumer journey.
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