Gaming is Growing Fast -  Brand Safety Needs to Keep Pace

The gaming industry has established itself as a cornerstone of modern advertising, representing a significant and continuously expanding role in the marketing mix. According to a recent IAB survey, 86% of advertisers acknowledge the growing importance of games advertising to their companies, and 40% plan to increase their ad spend in this sector over the next year. This surge in investment is fueled by the rising prominence of gaming in the U.S., where there are now 213 million gamers. Projections from eMarketer indicate that ad spending in games will skyrocket from $8.53 billion in 2024 to $11.49 billion by 2027.

This trend was highlighted during the third annual PlayFronts event, where joint research by the IAB and Advertiser Perceptions revealed that video game ads are considered a mature and effective channel, particularly for reaching millennials and Gen Z. The study, which surveyed 300 advertising decision-makers who allocate at least $5 million across their media mix, underscores the effectiveness of video game ads in capturing the attention of these key demographics. Additionally, the study concluded “86% of advertisers surveyed agree that it is brand safe, solidifying its position as the second-highest rated channel in terms of brand safety. In addition, 85% of those surveyed are confident in their ability to measure games advertising. While 79% of advertisers find buying advertising in games relatively easy, it still falls behind other digital media channels concerning ease of buying and planning.” This growing confidence in gaming as an advertising platform underscores the need for robust brand safety measures to protect both advertisers and consumers in this dynamic space.

In this evolving landscape, maintaining brand safety is paramount. With the increasing ad spend and the critical role of gaming in reaching younger audiences, advertisers must prioritize securing their brand's integrity. By leveraging advanced measurement tools and fostering industry-wide transparency, the gaming advertising ecosystem can continue to grow while ensuring a safe and trustworthy environment for both brands and consumers. As the industry progresses, the collaboration between advertisers, publishers, and measurement firms will be essential in addressing brand safety concerns and maximizing the potential of gaming as a powerful advertising channel.