Here Is Why Brands Should Engage in Game Advertising
Gamers are an ideal target group for advertisers. Not only are they more engaged with content, they are also receptive to it and therefore many view watching an ad as an implicit form of payment for the gaming content.
This understanding triggers that gamers are willing to spend time interacting with an advertisement and hence providing a unique opportunity for international brands to connect with a certain segment of consumers in a more receptive way.
Sometimes international media buyers, are slightly hesitant, as they do not fully see the premium nature of game advertising. Agencies might want to consider game advertising as premium advertising as this not just offers a strong engagement, but also gives good metrics, which allow ads to be measured accurately. Hence, a great opportunity to be a part of it.
Additionally, technical challenges in advertising in the gaming industry have been diminishing. With current standards based on creative support via VPAID and newer flavors of MRAID and HTML5 usage, it greatly facilitates the campaign delivery. This offers media agencies an edge to concentrate more on advertising in gaming industry.
Mobile games have been a hit as consumers make the shift to mobile devices. Mobile gamers are engaged to a higher degree with the content compared to the desktop players. The scale of impact and engagement among consumers is growing exponentially and this has allowed brands to tap into the emotional aspects of mobile gaming to garner positive association and promote brand messages.
With the diversity of interaction from incentivized ads and also pre-game, mid-game and post-game ad features, advertising in gaming is a strong marketplace for international media buyers. This gives brands the opportunity to connect with the gaming population providing better results.
ZIGT Media Agency