The Future of In-Game Advertising: A Transformative Space for Brands
As the gaming industry continues to evolve,the next years promise to be a pivotal marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become
a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid monetization models to co-creation with gamers, the rise of AR
gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe. Hybrid Monetization Models and Personalization One of the key trends in the gaming industry is the adoption of hybrid monetization models. Game developers are moving away from hyper-aggressive in-game
monetization practices and embracing combinations of in-game transactions, ad-funded content, and bundled subscription offerings. This shift is in response to greater governmental scrutiny of exploitative data and marketing practices in the wider tech industry. By incorporating ads into gaming experiences more thoughtfully, brands can create value for players while reaching a wider audience. This evolution presents opportunities for brands to advertise in various platforms and generate player
value while respecting gamer preferences and data privacy. Additionally, technology is playing a crucial role in providing personalized game experiences for players. Zero code platforms, generative AI, machine learning, distributed computing, and centralized 3D asset libraries are tools that game publishers leverage to create individualized in-game offers, promotions, and user experiences.
Brands can seize this opportunity to enhance these experiences with added value and benefits, thus strengthening their connection with players. AR Gaming and Mobile Growth Mobile gaming continues to dominate the gaming landscape, contributing significantly to the industry's revenue. AR gaming, in particular, is emerging as a
game-changing technology that eliminates the need for headsets, offering an immersive world in the palm of players' hands. With advancements in camera specs and hardware, AR gaming is poised to become a major hit in 2024, opening new avenues for brands to engage with users in an interactive and exciting manner. Major streaming platforms like Netflix are also expanding into gaming, providing
exclusive games and making strategic acquisitions in the industry. As mobile gaming growth continues in rapidly-growing economies in Asia and the Middle East, brands can capitalize on this trend to reach a massive mobile gaming audience. Brands as Co-Creators with Gamers Innovative campaigns that resonate with gamers go beyond just
viewing gaming as an endpoint. Brands are starting to recognize the importance of co-creating campaigns with gamers, involving them in the development process, and tapping into their knowledge of the gaming industry. By doing so, brands can gain valuable insights into the preferences of their target audience and create campaigns that truly resonate with them. Collaborating with gamers allows
brands to gain a deeper understanding of their target audience. Gamers have a unique perspective on the industry and can provide valuable feedback on campaign ideas. This approach not only helps brands create campaigns that are more engaging, but it also builds trust and loyalty among gamers. By treating gaming as a starting point rather than an endpoint, brands can create campaigns that truly resonate with their audience and establish long-lasting relationships with gamers. Community Building on Gaming Channels The world of gaming has undergone a significant transformation in recent years. Brands are no longer content with one-off gaming channel executions; instead, they are focusing on community building on platforms like Twitch, Discord, and Steam. This shift in approach has allowed brands to nurture long-term,
addressable fans who are willing to share data in exchange for valuable rewards. By treating gaming channels as social media platforms, brands can engage with their audience in a more meaningful way while building trust and loyalty. The gaming community is vast and diverse, with numerous subcultures requiring a unique approach to effectively engage them. Brands that understand this and
tailor their strategies accordingly are more likely to succeed in this space. Whether it's through targeted advertising, influencer partnerships, or creative content, there are countless ways to connect with gamers and build a loyal following. The key is to understand the nuances of each subculture and adapt your approach accordingly. Challenges and Opportunities in In-Game
Advertising Despite the myriad opportunities in gaming, the industry still faces challenges. Brands need to find the right balance in incorporating advertising into gaming experiences without disrupting the immersive nature of games. Avoiding intrusive ad formats, such as pop-up banners, and adopting a 'Goldilocks system' that resonates with a broad player base are key considerations. Moreover, measuring spending in the mobile gaming space remains
a conundrum, offering potential opportunities for savvy tech and media players to establish themselves in the ad-tech space. The future of in-game advertising holds tremendous potential for brands to engage with audiences in transformative and immersive ways. As gaming becomes more integrated with other forms of media, brands must adapt their strategies and view gaming as a universe rather
than a mere media platform. With evolving technologies, personalized experiences, and opportunities for co-creation with gamers, brands can forge meaningful connections with players and tap into the enormous reach and influence of the gaming industry. By understanding gaming culture and leveraging storytelling techniques, brands can create compelling campaigns that resonate with gamers and shape the future of in-game advertising. As the industry continues to evolve, staying agile and open to
innovation will be essential for brands to navigate the dynamic landscape of in-game advertising successfully. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🚀🛍️ Prestige beauty company, Shiseido Americas Corporation, chooses Amperity as its customer data platform (CDP) to create personalized digital experiences across its brands. Amperity's platform brings together data from all online and offline touchpoints, allowing Shiseido
Americas to create unified customer profiles and deliver consistent omnichannel experiences. With Amperity's AI-powered identity resolution, the company can target shoppers with personalized communications throughout their journey. The move reflects the luxury beauty market's focus on data-driven innovation to gain a competitive edge in the omnichannel retail environment. 📈💄
☕️📈 Good news from Alphabet! The company exceeded estimates with 7%
top-line growth and saw a 4.4% increase in YouTube ad sales, reaching $7.67B. YouTube Shorts are also gaining popularity with 50B daily views and 2B monthly users, making it a promising channel for marketers.
💼💰 Microsoft is feeling positive too, reporting an 8% increase in revenue, reaching
$56.2B, and a 20% increase in net income. Their search and news ad revenue also rose by 8%, indicating Microsoft Advertising's strong performance. 🎧📈 Spotify added a record 36M new monthly users, but profitability remains a challenge despite an 11% YoY increase in revenue and 220M paying
subscribers. The company plans to leverage AI for audio ads and diverse ad formats in the future. 👻😔 On the other hand, Snap experienced a 4.4% YoY decrease in revenue, earning $1.07B, falling short of analysts' expectations. Despite gaining 50 million daily active users (14% YoY),
advertisers wonder if it will lead to a positive ROAS, especially with the expansion of their Stories revenue share program.
🤖💡 As businesses jump on the AI bandwagon like 🎢, let's remember one thing: AI won't replace all jobs, but it can sure make life easier! 🚀 So, buckle up and cleverly integrate AI in ways that'll leave your competition wondering, "Why didn't we think of that?" 🏆 Let's build a solid engineering framework 🛠️,
understand the limitations 🤔, and give AI a second chance ⏰. Who knows, you might just be the 🌟 of the AI show in five years! 🌈🚀
📰🚀 In a crowded market, emerging "MorningBrew for X" newsletters are using data analytics and social integration to set themselves apart. These newsletters prioritize curated content and loyalty programs, going beyond traditional sponsorships to offer memberships and merchandise for
subscribers. Building a strong personality and fostering engagement are crucial for retaining subscribers and driving revenue growth in the fiercely competitive inbox landscape. Despite the competition, there is still a significant addressable market for those who strike the right tone with their audience. 🎯📈
🌟🎉 In the dazzling digital realm, ad spending skyrocketed like fireworks on the Fourth of July! 💸💥 Newcomer Temu strutted its
stuff, outshining giants like Walmart and eBay in the Google Shopping space 🛍️💪. YouTube kept the show going with impressive ad-impression growth and a stellar 86% Performance Max adoption rate among ecommerce advertisers 🚀📈. Meanwhile, Reels ads conquered Instagram with their flashy charm, and Meta properties danced their way to a 9% YoY investment growth 📱💃. Walmart Sponsored Products saw a fabulous 39% spending surge, proving they've got moves like Jagger 🕺, and Netflix's
ad-supported model took the spotlight with its soaring CPMs 📺📈. It's a dazzling display of ad brilliance, and the digital arena is on fire! 🔥🔥💻
🔍🛍️ In the ever-evolving world of advertising, artificial intelligence (AI) takes center stage, and at Google, it's the backbone of their innovative approach. Leading the charge is Vidyha Srinivasan, the vice president and general manager of Google Ads for Search, Shopping, and Maps. As
the discussion shifts from "is this a new thing" to "how do we prepare for this new world," Vidyha navigates through the realm of generative AI (GAI) with expertise honed during her years at IBM and Amazon Web Services. With a passion for user experiences and a blend of engineering and empathy, she spearheads the development of products that touch the lives of millions worldwide. 🌍💼 From her childhood aspirations of being a doctor to her journey into technology, she reminds us not to be swayed
by others' opinions and to stay true to ourselves. The future of Google's search, maps, and shopping lies in the boundless potential of AI, as it brings higher performance and endless possibilities to the fingertips of marketers and users alike. 🚀🌟 🐦🆚🅰️ Elon Musk, the owner of Twitter, announced a sweeping rebrand of the platform, changing the famous bird logo to an "X."
The transition from Twitter to X is part of Musk's vision to turn the platform into an "everything app" centered around audio, video, messaging, payments, and powered by artificial intelligence. The name of Twitter Inc. changed to X Corp. in April, and now tweets will be called "x's." Musk's affinity for the letter "X" is evident in his other ventures, including SpaceX and xAI. The domain X.com now directs users to Twitter's homepage. 🚀📱💬💸
📢🛍️ IPG Mediabrands launches Unified Retail Media Solution, a new unit to manage clients' investments in the growing retail media networks. It evaluates retail media buys based on audience, measurement, optimization, and intelligence to identify top-performing networks. Automated cross-retailer activation optimizes campaigns by moving media among networks. The move comes as retailers like Amazon and Walmart build digital media networks, increasing the
need for standards. IPG's platform already beta-tested by CPG, gaming, and OTC clients, with plans for 10,000 audiences by year's end. Retail media has seen significant growth, accounting for $88 billion in revenue in 2022, and expected to reach $101 billion in 2023, representing 18% of global digital ad spending. Despite investment, marketers question its value, seeking standardization and transparency in the retail landscape. 💼📈
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SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED In this exclusive two-part series, we dive
deep into the world of media and advertising with industry luminary Scott Schiller. With an illustrious career at the forefront of media giants like NBCUniversal and Glam Media, Schiller's strategic insights and innovative thinking have shaped the landscape of programmatic advertising. As an Adjunct Associate Professor at NYU Stern School of Business and an Executive-in-Residence at Progress Partners, he continues to mentor the next generation of talent and advise companies on navigating the ever-evolving digital terrain. Join us as we uncover Schiller's vision for the future of media, the rise of Connected TV (CTV), and the
transformative potential of Shoppable TV. Get inspired by the wit and wisdom of this media maverick, and discover how his expertise continues to drive innovation in the dynamic world of advertising and media consumption. Start with Part One only on ADOTAT.com
THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact digital circulars,
recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE
UNRAVELING THE EFFECTS OF MEDIAMATH’S BANKRUPTCY ON THE ADVERTISING ECOSYSTEM The recent Chapter 11 bankruptcy filing of MediaMath, once celebrated as a leading player in programmatic advertising, has sent shockwaves throughout the advertising ecosystem. With substantial debts owed to a vast array of ad tech businesses and creditors, the collapse of MediaMath is expected to have profound implications for various stakeholders within the industry. This comprehensive article delves into the financial
turmoil faced by MediaMath, the extent of its creditor obligations, and the far-reaching effects of its bankruptcy on the advertising ecosystem. READ THIS IN-DEPTH STORY
INSIDE THE GOOGLE VIDEO AD SCAM It’s bad. It’s actually worse than everyone was saying. Google may owe advertisers
billions of dollars and face huge lawsuits after scamming advertisers. For years, many people, including myself, have questioned the ecosystem of online advertising, particularly Google’s enormous advertising growth that seems to be backed by junk and scam sites. Now, new research reveals that Google has violated its promised standards when placing video ads on other websites, raising serious concerns about the transparency and integrity of the tech giant’s online ad business. READ THE FULL EXCITING STORY
THE FUTURE OF PROGRAMMATIC: MATT BARASH DEFENDS THE SSP. In an exclusive interview with VideoWeek, Matt Barash, Vice President at IndexExchange, provides valuable insights into the ever-evolving programmatic advertising landscape. With over 20 years of experience, IndexExchange has transformed from an ad network into a formidable exchange model, helping publishers monetize their assets. Barash highlights the seismic shifts witnessed in the industry, emphasizing the rise
of quality and video as paramount factors driving change. READ THE INTERVIEW
CRITEO’S COMPLIANCE WOES: REGULATORS SHOW THEY MEAN BUSINESS In a stunning turn of events, adtech firm Criteo has found itself in hot water with regulators, facing a hefty penalty of 40 million euros (U.S. $44 million) for multiple alleged violations of the General Data Protection Regulation (GDPR). The French data protection authority, CNIL, recently announced the fine, which sent shockwaves through the industry and left Criteo employees feeling like their yacht had suddenly transformed into a funeral barge, with no
explanation for this colossal punishment. READ MORE NOW |
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