IAB Games Advertising Ecosystem Guide

This guide covers the games advertising ecosystem, seeking to understand game play, the core game types, and advertising categories for marketers to reach consumers.
  • With over 1.7 billion players worldwide and 195 million in North America alone, gaming has penetrated all demographic segments with multiple generations growing up playing games across multiple devices.
  • The paper considers three types of advertising format available to marketers and agencies with examples of the most common revenue and performance models.
  • Marketers will continue to evolve beyond standard banner ads and pre-roll video ads with games to embrace new creative units that offer players rewards, value exchange video advertising, rich media creative, branded content and more.
  • The evolution of location-based actions in game advertising opens the...

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