Of all the online disciplines, in-game advertising has to be one of the most exciting. It may be relatively small now, but it’s a space with enormous potential, and has all the major attributes advertisers are crying out for.

Firstly, in-game advertising delivers a hard to reach young male audience, and secondly, it offers incredible dwell-time. Finally, there are parallels with both outdoor marketing and sponsorship in that you can replicate traditional ad formats within games, yet with even shorter lead-times.

Dynamic in-game advertising exploits the power of web 2.0, enabling marketers to place their brands in front of gamers in real time; they can also update them, track them, and measure their effectiveness.

However, as our research shows, respect for the audience is key; if the advertising fits naturally into the game it can make the synthetic environment more realistic – but interrupt the gaming experience at your peril!

This is a fun, positive marketing space and there’s a lot to learn. The Buzz on the UK in-game advertising market is a comprehensive report that provides everything you need to know about advertising in the in-game environment.

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• The buzz on the UK in-game advertising market (1824k)
  Everything you need to know about the in-game advertising market

If you would like a printed copy of the report for your office please contact ben@iabuk.net