Gaming captures less than 5% of advertiser budgets, but gaming makes up a bigger part of people's media time.
While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
The popularity of sports betting and the frequent transfer of money makes it a prime target for malicious attacks, cybersecurity company HUMAN says.
Americans have a dismal view of the national news media. Only 26% have a favorable opinion, while 53% have an unfavorable one, according to American Views 2022: Part 2, a Gallup/Knight Foundation
study released last week.
Younger viewers confirm that they spend more time on gaming and short-form non-premium video than traditional TV or even VOD movies.
"Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
About 40% of parents in lower-income households said their children don't play sports, compared with only 11% of parents in higher-income homes.
The portion of women gamers who experienced such toxicity from male gamers has more than doubled since 2019.
Gaming is everywhere, and is for everyone. The question is no longer "do you game?", but "what do you play?" How can a range of publishers better understand and capture the many demos and the energy
of gaming? Enthusiast Gaming's SVP, Global Head of Sales & Marketing, Amanda Rubin, shares what it has learned about understanding gaming as a social connector, how it innovates in ad products, and
opens a door for publishers into Web3/Metaverse futures.
Instagram, TikTok and Spotify all joined the top 100 "most connected" U.S. brands this year, according to an annual study released by Opinium this morning.
The slowdown in connected video devices is largely due to slower growth of video-enabled mobile phones, according to S&P Global Market Research, which projects streaming video-enabled smart TV sets
will continue to rise over the next four years, while streaming media players and gaming consoles will see a decline.
Families are using video games to better connect during the holidays, a survey finds, with 38% of respondents saying they play video games during the holidays and that video games are one of their top
five family holiday activities.
Dentsu has identified the six most popular reasons that people play video games.
Popular metaverse-hosted games like Roblox are "gateways" to the metaverse for kids under 12, according to a new survey.
The new research fuses Dentsu's 400,000-respondent CCS panel with the attributes and behaviors of gamers in GWI's database of 2 billion internet users.
Younger audiences are more likely to choose social media or video games for entertainment.
Cosmo Media Labs, a production studio focused on content, gaming, Internet Protocol and brand partnerships, announced its launch today after securing investment from The Sandbox, one of the leading
decentralized gaming virtual worlds.
The new focus on gaming is driven mostly by big growth in gaming numbers -- Americans spent $47 billion on gaming services last year, according to eMarketer. The holding company also cites research
showing that gamers worldwide now total 2.96 billion, up from 2.03 billion in 2015.
Perceptions of widely disliked standard in-game video ads have improved marginally, and the percentage who like rewarded video ads is actually slightly higher than the percentage who "can't stand"
Consumers born after 2010 tend to spend the most time gaming for entertainment.
Global internet advertising revenue will expand by more than 9% a year to reach $723.6 billion by 2026.
A Horowitz Research October study of Gen Z shows that 45% still watch live TV regularly. It also shows that 78% are streaming TV content regularly.
U.S. consumers say about half of their entertainment sources are "must-haves" among choices in video, music and gaming.
The genre's growth depends on developers closing a critical gap between experienced advertisers that prove full-funnel effectiveness and novices that see only another channel for brand awareness.
Gaming isn't an activity -- it's a lifestyle and an identity.
Familiarity with social gaming is grooming some Gen-Zers to adapt to virtual reality environments.
Amid growing competition, the streaming platform is expected to air a company record of 398 original shows this year.
About half of all gamers said they had purchased a brand after seeing or interacting with it in a video game.
Rapid growth in purchases of VR/AR accessories has raised concerns over data-collection practices, as targeting user content based on facial movements may negatively impact user privacy and safety.
Rewarded video ads that offer gamers something of value were the most popular format for gaming apps.
Sony's PlayStation Now and Microsoft's Xbox Game Pass are the most popular services among U.S. adults.