Gaming
Why Khloé Kardashian is the average gamer and programmatic doesn’t always mean performance

By Niklas Bakos, founder, Adverty
Even within the advertising industry, the picture of gaming is not always entirely accurate, in specific ways. Take the perception of in-game advertising. It’s a digital ad and you buy it programmatically, so presumably it’s performance-based?
A study of gamers conducted last year with Dentsu Data Labs found that 84% were aware they had seen ads within the game, while 78% of those who saw an ad were able to recall the brand they had seen.
Gamers interact with brands, but they don’t click, so while there is no CTR, these ads find their value in interaction and brand lift. Programmatic: yes. Performance: no.
You could inversely compare the situation to that of out-of-home advertising. OOH lives exclusively in brand budgets and is perceived to be a pure branding medium. But outdoor companies are doing all they can to create formats that operate on a performance basis. Consequently, the programmatic world is increasingly blurring its stereotypes and pulling in brand advertisers.
Don’t let good opportunities be clouded by bad categorisation
The point of this is not just to quibble about definitions but to fix preconceptions that risk blinding brands to the realities of a media opportunity that is growing faster than any other. The pandemic, as we all know, has swelled the ranks of gamers, but this is not a here-today, gone-tomorrow channel for times of boredom.
* Source: MoPub
-
Africa5 days ago
Dr. Gloria Herndon Prepares Launch of Charitable Casino Platform in Kenya, with A License Secured
-
Interviews5 days ago
Inside the Matrix: A Conversation with EveryMatrix Founders on Europe, Expansion, and Staying Hands-On
-
Compliance Updates5 days ago
WTA and ITF Publish Season-wide Online Abuse and Threat Report
-
Industry Awards5 days ago
Kaizen Gaming’s Betano Recognised as Brand of the Year at the EGR Marketing & Innovation Awards 2025
-
Industry News5 days ago
SOFTSWISS Takes Home Four Awards In One Night
-
Latest News5 days ago
Logifuture appoints Khoren Kalashyan to accelerate global rollout of flagship virtual products
-
Africa4 days ago
pawaTech strengthens its integrity commitment with membership of the International Betting Integrity Association
-
Asia4 days ago
FIFA, NBA, UFC and More Sports Events Go Live – Crypto Sportsbook BETY Offers Global Sports Betting Coverage 2025