Evaluate risks before buying ads in games

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2021, 5:20 PM UTC

eMarketer study found 40% of the UK and the Chinese population play games, while 60% of all US internet users spend time fiddling with games.

Studies indicate the gaming sector offers immense opportunities for marketers to reach their prospects. But, companies should evaluate its risks, brand safety and suitability before buying ads in games.

While the game itself is not user-generated content, much in-game inventory is live-streamed, making the medium unpredictable. Though not all games are violent, marketers should categorise them based on their risk tolerance.

Until the technology and integration within the supply chain are sufficiently advanced, marketers can use proxies to evaluate brand suitability – channel self-declaration, game vertical and games title. Marketers should also understand their audience and what device they use to reach target audiences via gaming effectively.

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