202022 Dec 2019 15:51
2020 will be the year that in-game advertising measurement comes of age. We’ll see a new framework emerge, focusing on metrics such as viewability, visual engagement and brand recall. As a result, the industry will be able to identify where the premium ad placements are in-game and refine creative guidelines by genre, i.e. for football titles, racing titles, etc, and in turn, programmatic pricing structures will evolve, boosting ROI.
By defining a bespoke measurement approach for in-game advertising, and benchmarking against digital browsing norms, brands will be able to accurately track and improve the performance of their in-game ads, and effectively reach an audience of consumers rapidly growing in significance.