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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
Blog  |  September 27, 2019 |  < 1 min read
MarTech Series: In-Game Ads Needn’t Be Disruptive
James Draper, Bidstack CEO explained to MarTech Series why in-game ads don’t have to be intrusive nor disrupt the gaming experience for the player.  Gamers don’t like it when advertising gets in the way of play, as illustrated by the furore around the unskippable ads recently introduced to NBA 2K19’s loading screen. Many game developers aren’t keen...
James Draper

James Draper

In the Press  |  October 16, 2019
Campaign: Movers and Shakers – Diageo, the7stars, AnalogFolk, DAN, Mindshare and more
In-game ad platform Bidstack has appointed Nina Mackie and Charlotte Cook as Senior Director of Global Agency Partnerships and Account Director of Games respectively. To read more of this article from Campaign, please click here.
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...

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