<\/span><\/h2>\nWhile navigating the landscape of video game advertising can be tricky, the Interactive Advertising Bureau (IAB) recently put together a group of industry stakeholders to develop new standards of measurement for viewability for in-game ads.\u00a0<\/p>\n
Anzu has also announced a collaboration with Oracle Moat to measure the viewability of in-game ads across inventory and describes it as \u201cfirst-to-market.\u201d Since in-game ads often take the format of billboards, buildings, apparel, and more, they can be hard to measure. Anzu has developed built-in ray casting features \u201csending out waves of rays from the player\u2019s point-of-view that help to determine how long ads remain in sight, the percentage of the ads viewable and other essential metrics.\u201d<\/p>\n
Current success is typically measured in terms of viewability but is based on how long the ad stays up on the screen, how long the ad was viewed, the speed at which it moves across the screen, and the lighting when the ad is seen.\u00a0<\/p>\n
For banner ads, success can be measured in clicks, downloads, purchases, or any other goal the advertiser has set up. However, it should be noted that if the banner or expandable ad interferes with gameplay, clicks should not be measured as success as many of them can happen by accident.\u00a0<\/p>\n
If a brand\u2019s goal is impressions and viewability, rewarded ads may be the best option, as they typically have the greatest viewability rates because they\u2019re tied to game rewards.\u00a0<\/p>\n
Surveys are another way to measure in-game ad success. The surveys are sent to players to complete in exchange for an incentive to the player. This is a simple and effective method but advertisers should consider the game(s) in which the surveys are going, the native language of the majority of the players, the game titles, and whether or not players are being truthful in their responses.\u00a0<\/p>\n
As gaming evolves, developers, platforms, and advertisers are learning more and more about creating experiences for their players. Viewability is an excellent benchmark to start measuring success, but as technology evolves, other KPIs will paint a more clear picture of effectiveness. For now, brands should focus on awareness and viewability.\u00a0<\/p>\n
The post In-game ads: why brands should be excited<\/a> appeared first on Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"In 2022, it was estimated that 227 million people in the US played video games and 46% of those were women. With game revenues projected to reach $285 billion by 2027, it\u2019s no surprise that this is a huge opportunity for advertisers.\u00a0 In-game advertising offers businesses the opportunity to reach out to a very wide demographic with eclectic tastes. Almost any product, catering to any demographic can be promoted effectively through in-game advertisements because gaming itself has become a universal pastime.\u00a0 Video games and ads have […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7859","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7859","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=7859"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7859\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=7859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=7859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=7859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}