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In the Press  |  December 18, 2019
ExchangeWire Predictions 2020: In-Game Advertising

Just before Christmas, ExchangeWire asked James Draper, Bidstack CEO, what his 2020 prediction for media would be.

As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is in-game advertising, where marketers are increasingly realising the value in the medium as a result of a diverse and engaged audience, esports growing at a phenomenal rate, and implementation of sophisticated technology solutions.

Defining metrics to boost in-game ad performance

In-game advertising has the opportunity to reach millions of focused and engaged gamers, but as an increasing number of brands look to move their digital ad spend in-game, measuring ROI will be called into question and become an understandable area of focus.

To date, in-game advertising has been classified as a subset of digital advertising, subject to the same performance metrics. But measuring an in-game ad against the same success criteria as online banner ads, for example, falls short of reflecting its true impact.

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.

Read the full article here

More from Bidstack
In the Press  |  November 7, 2019
ExchangeWire: Bidstack Sponsors NFG’s FIFA 20 KIT
Bidstack, the in-game advertising platform, has today announced its sponsorship of NFG Esports’ kits for the FIFA 2020 season. The deal will run for the lifespan of the game and the new branded kits will be worn by the team’s players in-game, when they stream gameplay online and at tournaments, as well as during official events. Players...
In the Press  |  October 9, 2019
SalesTech Star: Bidstack Reaches New Checkpoint With Latest Senior Hires
Bidstack, the in-game advertising platform is excited to announce two new appointments – Nina Mackie, Senior Director of Global Agency Partnerships and Charlotte Cook, Account Director of Games. To read more of the article from Sales Tech Star, click here.
Bidstack News  |  June 16, 2020
The Bidstack Bulletin: 16th June 2020
Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising. Discover the most interesting news and views from the past week below. Want to keep up to date with Bidstack Bulletin? Click here...

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