IAB addresses in-game ad quality, unveils guidelines for better user experience

In a sign of the continued explosive growth of the video game industry, a new study from the Interactive Advertising Bureau (IAB) reveals that advertising investment within games is booming.

The study, Changing the Game: How Games Advertising Powers Performance, highlights the success advertisers are finding by reaching players in the environments they love.

Key Findings from the Study:

• Brand Safe and Effective: 86% of advertisers consider in-game advertising a brand-safe environment, with effectiveness rated strongly across awareness, consideration, and purchase intent.
• Budget Boost: 40% of advertisers plan to increase their in-game advertising spending within the next year.
• Massive Audience: Games offer unparalleled reach, with over 200 million gamers across the U.S.
• Premium Quality: 85% of advertisers see games advertising as a premium platform providing high-quality inventory.

“This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising,” said Jack Koch, Senior Vice President, Research & Insights, IAB. “The study found that advertisers view games advertising as a measurable, brand safe medium that is effective across the entire consumer journey. Marketers can no longer afford to ignore this medium if they want to reach the more than 200 million U.S. consumers that play video games.”

IAB Tackles Ad Quality with New Guidelines

To ensure the growth of the in-game advertising market benefits both advertisers and gamers, the IAB today also published Creative Guidelines and Best Practices in Advertising in Gaming. The aim is to create a more robust and respectful in-game advertising ecosystem.

“Our Creative Guidelines and Best Practices in Advertising in Gaming aims to help preserve the Player First ethos and help brands get it right when activating in games,” said Zoe Soon, Vice President, Experience Center, IAB. “From interactive overlays to rich media experiences, we’re providing guidelines and identifying best practices to ensure ads enhance rather than disrupt gaming. By encouraging collaboration within the gaming and advertising communities, we’re building a future where ads not only meet brand goals but also contribute to a gaming journey that everyone can enjoy.”