IAB | Finding Success with In-Game Advertising Research

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class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/research"> Research </a>  </div> <div class="article__header container uk-grid-collapse" uk-grid> <div class="uk-width-expand"> <h1 class="article__title">Finding Success with In-Game Advertising</h1> <div class="author-container article__meta uk-flex"> <time class="article__date"> Mar. 08, 2023 </time> </div>   </div> <div class="module-sharing-actions"> <div class="article-actions module-sharing-actions__container uk-width-auto "> <a class="module-sharing-actions__action uk-link-reset uk-visible@m" href="#" hidden target="_blank" title=""> <span class="iabicon-download2 module-sharing-actions__icon second"></span> </a> <div class="uk-display-inline"> <a class="module-sharing-actions__action uk-link-reset" href="#"> <span class="iabicon-connect module-sharing-actions__icon last"></span> </a> <div uk-dropdown="boundary: .main; pos: bottom-left; mode: click""> <div class="uk-flex uk-flex-around"> <a 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href="https://twitter.com/intent/tweet?text=Finding+Success+with+In-Game+Advertising&url=https%3A%2F%2Fwww.iab.com%2Finsights%2Ffinding-success-with-in-game-advertising%2F&via=iab" onclick="window.open(this.href,'Share','height=400, width=600,left=10,top=10,,scrollbars=yes,menubar=no'); return false;"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> </div> </div> </div> </div> </div> </div> <div class="article__image"> <img src="https://www.iab.com/wp-content/uploads/2023/03/finding-success-with-in-game-advertising-5-1000x305.png" alt="Finding Success with In-Game Advertising 4" > </div> <div class="container module--news"> <div class="article__table-contents-header-container-mobile"> <div class="article__table-contents-header-mobile uk-hidden@m"> <a class="article__table-contents-header-mobile-action uk-link-reset" uk-toggle="target: #article-index-id; animation: uk-animation-slide-top-small" hidden> <div class="article__table-contents-header-content-mobile uk-flex uk-flex-middle"> Table of Contents <span class="article__table-contents-header-icon bold iabicon-arrow-in-circle-down uk-margin-auto-left"></span> </div> </a> </div> </div> <div class="article-container uk-flex"> <div class="article__content uk-flex-expand"> <p>“<a href="https://www.iab.com/wp-content/uploads/2023/03/IAB_Finding_Sucess_With_In-Game_Advertising_Research.pdf">Finding Success with In-Game Advertising: Perceptions of Buyers and Sellers</a>”, the new IAB study of over forty brands, agencies, ad tech companies, game developers, and publishers conducted in partnership with MediaScience, reveals that investments in gaming are not nearly at the levels they should be due to five lingering misperceptions.</p> <p>Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.</p> <p>This report will guide the industry to find common ground and alignment to unlock investment and . . .</p> <p> </p> <table style="background-color: #f5f5f5;"> <tbody> <tr> <td style="padding: 50px; text-align: center;"> <h3 style="margin-bottom: 20px;"><strong>You must be an IAB Member to continue reading.</strong></h3> <h4 style="text-align: center; font-size: 16px; margin-bottom: -40px;">To receive IAB member benefits, you must be employed by one of <a href="https://www.iab.com/member-directory/">our member companies</a> and have a verified business email address associated with your account.</h4> <p> </p> <div class="container"> <div class="show-login" style="background-color: #ee3224; color: #ffffff; text-align: center; font-size: 110%; padding: 10px; width: 75%; margin: auto; margin-bottom: -50px;">Log In or Create Account</div> <p> </p> <div style="background-color: #ffffff; border-style: solid; color: #ee3224; text-align: center; font-size: 110%; padding: 10px; width: 75%; margin: 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