IAB Attitudes to Game Advertising

IAB Attitudes to Game Advertising

07 October 2021 |

Media and Advertising Industry

According to PWC Entertainment and Media Outlook 2021, in 2020, the interactive games market accounted for 5.9% of the total Australian entertainment and media market and expected to grow to 6.8% in 2025. IAB Australia gives us an update on how advertisers in Australia feel about game advertising, in their latest report ‘Attitudes to Game Advertising’. The market research, conducted by IAB Gaming Advertising Working Group, strived to uncover available in-game opportunties to advertisers. The report assesses the level of experience mainstream media agencies have with game advertising, researching more than 80 experienced game advertisers. IAB’s report is the start of providing the industry with guidance to buying and assessing game advertising more efficiently within different game environments and formats.


The Findings

  • 58% of respondents had used game advertising or marketing to date, 20% regularly consider it and 38% are experimenting with it. 20% have no experience with it to date but have plans to.
  • On a scale from 1 to 10, where 1 means no understanding at all and 10 means an expert level of understanding – Of the advertisers surveyed, the average level of understanding was 5.6.
  • Nearly 6 in 10 agency decision markets have at least one client engaging in game advertising or marketing activities.
  • The most used game advertising format is Mobile game ads (57%).
  • 67% demonstrate high intention to use more game advertising formats, in particular streaming display and video.
  • Majority of game advertisers are buying directly with the media owner, where their choose games and genres that suit their brand (61%).
  • Context and audience suitability are major factors of considerations when evaluating game advertising opportunities and ad placements.
  • The main objective of using game advertising for the surveyed advertisers is to increase brand awareness.

Whilst most advertisers say they are satisfied with the results of game advertising and marketing (58%), the lack of using effective tracking means advertisers are not sure if their game advertising has met their objectives. Despite 70% of respondents saying their key objective is brand awareness, only 34% use brand awareness metrics to evaluate success. Advertisers use campaign delivery and hygiene metrics to assess success rather than effectiveness metrics. 66% use CPM, 64% reach and frequency, 64% cost per completed view. IAB believes these metrics should be used together to effectively measure the impact on campaigns.


IAB Tips to getting started in game advertising

  • Go beyond the gamer persona. Avoid one size fits all approaches. This applies to strategy and creative messaging.
  • All value to the players. Maintain user experience and appear in a way that adds value to the player.
  • Design creative with context in mind.
  • Measure what you set out to achieve.


For more info on getting started with in game advertising, reach out to your ADMATICian.