1、March 2024Changing the GameHOW GAMES ADVERTISINGPOWERS PERFORMANCESPONSORED BY:IMPACT OF GAMES ADVERTISING 242Lauren FisherGM,Business IntelligenceJack KochSVP,Research&InsightsForewordAdvertiser Perceptions has tracked the rise of games advertising on mobile devices for years and recently expanded
2、to consoles and PCs,deepening our insights into the fast-expanding games market.Our research has consistently uncovered the power of games advertising.In our newest research conducted in partnership with IAB,we find that games advertising has matured into an impactful advertising channel.This resear
3、ch clearly shows that games ads are effective at all stages of the consumers purchase journey,particularly in boosting consideration and advocacy,where advertisers typically face challenges.Our research has also unpacked misconceptions.Games advertising is no longer merely seen as a performance-base
4、d channel;most advertisers now adopt a balanced approach between brand and performance advertising.Additionally,brand safety is not considered a hindrance to investing in games advertising.Our report reveals that brand safety in gaming is on par with other digital media channels.This research delves
5、 deeper than ever into advertisers perspectives on gaming compared to other media channels,building on Advertiser Perceptions extensive analysis over decades.We aim to provide advertisers with key insights,placing gaming within the broader media landscape and guiding optimal use of this channel to a
6、chieve objectives.Advertising in video games has existed almost as long as the games themselves,with product placements hard-coded into the gameplay.In fact,my career in research and insights began in games advertising at a time when the technology to digitally embed ads into game consoles was groun
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