Cookies, Privacy Issues and Ad Blockers? Problem solved with gaming.
Direct to consumer (D2C) advertisers are constantly seeking innovative ways to get their ads in front of the right audience. In game advertising is proving to be an effective method that allows D2C marketers to reach an engaged target audience. Gaming platforms are interactive and immersive, and marketers can reach their audience without gamers leaving the platform. Welcome to GComm!
Unlike other digital platforms, gaming serves up ads with first part data. Digital advertisers don’t encounter ad blockers and privacy issues, since the gamers are all opted into the games. In addition, most games accept a wider variety of products that are prohibited on other platforms, such as CBD products or adult themed products. There is also more creative freedom in the ads, such as displaying before and after photos, restricted on other digital platforms.
As smaller D2C marketers cringe at the shrinking ROI on Amazon due to larger marketers taking over their products with larger ad dollars, gaming does not suffer with this type of take over. Thus, smaller marketers can shine brightly without their star products being pummeled the way they are on Amazon.
An additional advantage in gaming advertising is the brand awareness that it generates. While D2C advertisers are mostly concerned with ROI, brand comes into play as well here. Due to the unique format and placement of the ads, it gives users a longer exposure to them. They can even design the ads look to appear as a part of the game, which avoids any distraction to the gamers and allows them to still be engaged and enjoy playing, thus increasing purchasing options.
One of the things that makes in game advertising so unique and successful is its ability to frequently bring in returning users. Since gamers have an enjoyable experience, it generally results in a higher engagement rate and thus the gamers return to play the same games. This opens a prime opportunity for marketing and advertising for different brands.
In game advertising has been an underutilized media for the past few years. However, it is growing larger by the day. D2C marketers can now tap into this exploding marketplace and enjoy the many benefits of GComm without the pitfalls of other digital platforms.