Home / Uncategorized / 81% of media buyers plan to increase their in-game ad spend | Pocket Gamer.biz

81% of media buyers plan to increase their in-game ad spend | Pocket Gamer.biz

The in-play advertising platform Admix announced its results in connection with a survey on the video game advertising market.

Admix conducted a survey of over 400 respondents who were responsible for media buying in their company in the UK and US.

One of the key findings of the report is that 81 percent of media buyers plan to maintain or increase their in-game advertising spend within the next 12 months.

In addition, 93 percent of those surveyed said they would place in-game advertising by 2025.

One fifth of media buyers cited a lack of understanding as the main reason for not investing in in-game advertising, while 31 percent named this a “gray area”.

Admix claims that the majority of media buyers “dramatically underestimate” the size and diversity of the gaming audience. They suggest that the typical perception is that a “typical gamer” is the profile of a male console gamer.

In addition, a third of respondents believe there are between 100 million and 500 million active daily players, while 27 percent believe the number is between 500 million and 1 billion.

According to Admix, that number is 3 billion, of which 2.8 billion play on mobile devices with an even gender distribution.

Drastic underestimations

“Just as the desktop web was the dominant media channel in the 2000s and overtaken by social media in the 2010s, video games are now on the verge of conquering the crown of major media channels,” said Admix co-founder and CEO Samuel Huber.

“While shoppers are largely aware of this, the survey shows that they appear to be underestimating how close we are to becoming a reality.”

The survey found that US brands are more cautious compared to UK brands, as 23 percent of US brands don’t spend on in-game advertising due to customer opposition, compared to 9 percent in the UK.

Additionally, 52 percent of UK media buyers customers will request in-game activity within the next 12 months, compared to 33 percent in the US.

Commenting on the results, Huber added, “With over three billion players making hundreds of billions of dollars annually, it is impossible to ignore video games as the next major media channel. In fact, it’s no surprise that Netflix sees Fortnite as a bigger competitor than other video-on-demand platforms.

“While media buyers are certainly aware of the potential of gaming as a media channel, the results of this survey show that they are not sure how to access it. Gaming is still a huge, intangible opportunity in the minds of many advertisers.” Education is therefore needed to give them the knowledge and confidence they need to access it in meaningful ways with In-Play and reap the benefits that come with it. “

For the full survey results and to read the full report, click here.

Huber, CEO of Admix, recently spoke at PGC Digital # 8 about creating a player-centric business model by leveraging in-game ads.

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