全球游戲內(nèi)廣告市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

&TRENDSPress

start

to

play:

What

doesin-game

advertising

need

to

take

off?Why

is

in-game

advertising

developing

so

slowly?Key

questionsanswered

inthisreport123Whydoconsumersfeel

inconveniencedbyin-game

advertising?What

discourages

advertisersfrom

using

What

doestheindustry

need

toincreasein-game

advertising?theadoption

of

in-game

advertising??

Interstitial

isthemost

used

in-game

adtypebut

alsothe

most

distracting.?

Almost

30

percent

ofmarketers

andagency

executives

thinkmobile

in-appadspose

ahigh

risk

tobrandsafety.?

Develop

comprehensiveindustrystandards

to

regulate

in-game

adformats

and

haveaclearer

commonvision.?

Gamers

preferintrinsicads,which

aredeemed

less

effective

byadvertisers.?

Threeoutof

fiveconsumers

blametheadvertisers

ifanadisplaced

nexttoinappropriate

content.?

Better

understandAdTechandsoftwaredevelopment

kitinfrastructures

to?

Advertisers

shouldmove

theirfocustoless

common

or

newnon-intrusiveadformats.facilitate

asmooth

userexperience.?

Adecline

intheabilityto

measurecampaigneffectiveness

on

techplatformsunsettlesover40

percent

ofbrands,agencies,

media

companies,

andrelated

businesses.?

Invest

more

timeandmoney

into

in-game-specific

AdTech,

especiallytargetingbrandsafety

andmeasurement.2Whydoconsumers

feelinconveniencedby

in-game

ads?1In-game

advertising:

Too

off-putting

for

its

own

good?Thegolden

rule:

Gamers

donotwant

theirgametobeinterruptedMost

distractingin-game

ad

typesaccordingtogamers

intheU.S.

in2022Whyare

in-game

ads

consideredirritating?In-game

advertising

is

fullof

promise,

yet

itappearsto

beunderutilizing

itspotential.

Gamers,

the

maintarget

audience

ofthemonetization

strategy,

arenotbeing

engaged

inthe

way

theycould

be.Despite

in-game

advertising’s

aimofreaching

gamers

inaway

thatisnon-intrusive

and

does

notget

inthe

way

ofthegamingenvironment,

in-game

adsarestilllargely

considered

disruptive.Accordingtofindings

from

Comscore’s

State

of

Gaming

2023,

aboutoneinthree

gamersstatedadvertisements

negatively

impacttheirgaming

experience.54%43%42%Themainculpritsinthiscase

areinterstitial

ads,which

are

adsthatyankagameroutof

the

game

world

forthedurationof

the

commercial.

AOnePulse

surveypublishedbyFrameplay

foundthatinterstitial

adsare

alsothe

most

encounteredtypeofin-game

ad.Thesame

study

foundthathalfof

the

respondents

foundinterstitial

adsthemost

distracting.Theirtendency

toblock

anentire

screen

makesthemdifficulttoavoid,which

inturn

makes

thempopularamong

advertisers

andnotsopopularamong

consumers.

Ifthe

gaming

spaceiscluttered

with

adsthatruinthewhole

experience,

bothgamingcompanies

and

brandsdoing

theadvertising

canexpect

tosee

abacklashonbehalf

ofconsumers.24%7%InterstitialAdjacentAudioIntrinsicNone3Notes:United

States;

August

2022Sources:

OnePulse;

Frameplay,ID:1387183;

Text:Comscore;Clearcode;Insider

Intelligence;

MarTechWhydoconsumers

feelinconveniencedby

in-game

ads?1Intrinsic

ads

prove

to

be

popularGamers

prefer

adsthatare

integrated

inthe

gaming

flowMost

effective

in-game

ad

typesaccordingtogamers

intheU.S.

in2022The

clash

oftheads:

interstitial

vs.intrinsicThe2022

survey

released

by

Frameplay

foundthatintrinsicin-game

adswere

themost

effective

among

gamers

inthe

UnitedStates.

Intrinsicadsare

thosethatappearon

billboardsor

physicallocations

insidethe

game

world.34%27%27%Gamers

prefer

thembecause

they

areconsidered

bothlessdisruptiveandlessdistracting.Thatcouldbebecause

they

aremore

effectively

integrated

intothe

gamingflow,

are

more

abletoenhancethegamer’s

experience,

and

offer

higherchancesofbrandassociation.24%15%Asgamers

are

more

compelled

to

takeaction

fromseeing

intrinsicads,appand

gaming

marketers

haveincreasingly

been

veeringtoward

them.

Intrinsicadsalsohavethepotential

to

lengthengamingsessions

andsupporttheretention

ofplayers,

which

inturnaugmentsmonetization.IntrinsicInterstitialNoneAdjacentAudio4Notes:United

States;

August

2022Sources:

OnePulse;

Frameplay,ID:1387224;

Text:Digiday;

MarTechWhydoconsumers

feelinconveniencedby

in-game

ads?1The

way

forward:

Non-intrusive,

interactive

adsGamers

arefansofrewards

and

will

explore

gamified

adsThekey

toin-game

advertising

success

isbeing

non-intrusive.

These

typesof

adsaregenerally

passive,meaning

they

do

not

inconvenience

gamers.

Most

ofthe

time,

gamers

donoteven

realize

theyare

viewinganad.Dueto

theirrelevance

and

positioning,non-intrusiveadsthatblend

inwiththegamecanmakegamers

more

willing

toexplore

andconsume

thebrandsthey

haveseen.Rewarded

videoadsgive

gamers

areward

forconsuming

anad.Whilegamers

find

thisadtypedesirable,

advertisers

alsobenefit

because

theyonlypayifthe

player

completes

thedesired

action.In-game

audioads

areachieving

highresponse

levels.Mobile

gamers

prefer

audioadsover

other

forms

ofin-game

advertising

ifitdoes

notinterrupt

gameplay.AYouGov

survey

commissioned

by

AudioMob

foundthatgamers

favor

audioadvertising

over

othermonetization

models

suchasvideo

andin-apppurchases.

Long-term

retention

of

audioadvertisements

hasproved

to

bemore

robust

whencompared

withvideo

ads.Thesame

YouGov

surveyfrom

2020

foundthataround

sixin10

mobile

gamerslisten

to

musicon

theirmobile

devices

while

playinggames,

meaning

audioadsare

anoptimal

way

to

tapinto

anaudience

already

wearing

headphones.Playable

adsare

becoming

increasingly

popularas

analternative

to

irrelevant

andintrusiveads.Thecost

perinstallof

aplayable

adissignificantlyhigherthanthatof

rewarded

or

bannerads.High-performing

mobileexamples

includeRoyal

Match

and

Blackout

Bingo.5Sources:

AudioMob;

YouGov;LinkedIn;

The

Drum;UdonisWhatdiscouragesadvertisers

fromusing

in-gameadvertising?2One

cannot

win

without

facing

the

boss:

The

advertiserCompanies

care

deeply

aboutbrandsafety

and

consumer

perceptionAd

formats

withhighestbrandsafety

riskintheU.S.

in2022Creatingasafer

space

forbrandsAdvertisers,

aswell

asthe

marketers

and

creatives

workingwith

them,may

havereservations

aboutin-game

adsasavenue

forbrand

promotion.

About30

percent

ofU.S.marketers

and

agency

executives

surveyed

atthe

end

of2022expressed

high

concern

with

mobile

in-app

ads.They

deemedthe

format,

widely

common

forsmartphone

games,potentially

risky

forbrandsafety.46%33%29%29%29%Paid

socialSearchDigitalvideoDisplayMobilein-appTheirconcern

isnotwithout

reason.

Aroundthe

same

time,anothersurvey

revealed

thatthree

outof

fiveU.S.adultsheldadvertisers

accountablefortheplacewhere

theadswere

set.Thatmeans

most

consumers

associate

offensive

orEntity

responsiblefor

adadjacency

intheU.S.

in202260%59%58%48%inappropriate

content

withthebrandssurrounding

it.Thegamesegment

would

need

to

enable

advertisers

toensure

theirproducts

andservices

areconsistently

promotedalongside

content

deemed

fitting

forthe

targeted

audiencesandthe

brands’strategies.Theadvertiser(whopaysforthe

ads)Thewebsiteowner(whosesitesorappscarrytheads)Theadagency(whoplacestheads)Thetechnologyproviders(whorunthe

systemsbehindtheads)6Notes:(1)

United

States;Q4

2022;252

respondents;

(2)

United

States;October

10

and

11,

2022;

1,110

respondentsSources:

(1)

Advertiser

Perceptions;

MarketingCharts,

ID:921853;

(2)

Trustworthy

Accountability

Group;BrandSafety

Institute,

ID:1277917Whatdiscouragesadvertisers

fromusing

in-gameadvertising?2Fightthefraud

andunlockeffective

measurementBoth

practices

helptoestablish

and

maintainanappealingadenvironment

forbrandsDigital

ad

fraud

rate

worldwide

in2022,

byregionAdfraudis

anotherconcern.

Datafrom

DoubleVerify’s

GlobalInsightsReport

2023

shows

relatively

low

ratesof1.5%1.2%1.1%1.0%sophisticated

invalidtrafficacross

theglobe–below

twopercent.

Yet

the

reputation

of

digital

games

is

harmed

bythemere

perception

ofthemasamedium

susceptible

todeceitful

ads.Thatrequires

attentionnotonly

tothe

productandthe

audiencebutalsoto

thetraffic.Consistentadvertisers

crave

transparency,

which

comes

withtheabilitytotracktheiradswhile

keeping

aneye

ontheirpeers

andeventually

reporting

malpractices.LatinAmericaEurope,MiddleEast,&Africa

UnitedStates&CanadaAsia-PacificLeadingmarketingconcernsworldwide

in2023Declineinabilitytomeasurecampaign

effectivenessontechplatformsandopenweb42%39%Lack

ofpreparednessforcookieless

futureandother

datadeprecationThose

challenges

callforaccurate,

up-to-date,

and

reliablemetrics.

A2023

survey

publishedbyMediaocean

showed

thatmore

than

fouroutof

10

marketers

worried

aboutaneventual

decrease

inthe

abilitytomeasure

campaigneffectiveness

ontech

platforms.

Iffindingthe

rightconsumerandasuitablemedium

iscritical

forabrand’smessage,

soisquantifying

and

assessing

thereturn

oninvestment

inaplatform,games

included.relatingto

consumer

privacy

andwalledgardenbehaviorConsumeradavoidance/ad

blindness36%36%Poor

abilitytomanagereachandfrequencyacross

CTV

anddigitalchannelsLossofaccesstothird-partydataTalentretention/accesstoexpertiseOther33%25%9%7Notes:(1)

Worldwide;

2022;

(2)

Worldwide;

April

2023Sources:

(1)

DoubleVerify,

ID:1221427;

(2)

Mediaocean;

TechValidate,

ID:1344811Whatdiscouragesadvertisers

fromusing

in-gameadvertising?2A

bonus

stage

with

advanced

technology

and

customer

experienceKey

tools

canmakein-game

advertising

more

attractiveto

brandsandmarketersWhile

automatingprocesses

makes

in-game

advertising

simpler

andsafer,italsodemandshigherinvestments

intechnology

andprofessionals

capableof

handlingit.A2022

survey

among

U.S.

marketers

unveiled

the

biggest

obstacles

toadoptingartificial

intelligence

or

machinelearning

tools

inthe

industry.Three

out

of10respondents

said

the

technology

was

toodifficulttoutilize.

Aquarterofmarketersreported

alackof

staff

with

tech

skills,while

afifth

distrusted

the

technology.

Asexplained

earlier,

manygamers

findclassicin-game

adsexasperating.

Theflipsideisthatmarketing

decision-makers

worldwide

seem

keen

toperfect

howconsumersinteract

with

brands.When

asked

inwhich

areas

they

see

thegreatest

benefitsofimproving

marketing

dataquality,

over

60

percent

ofmarketers

mentionedcustomer

experience.

Thisdynamicsuggestsavirtuouscycle:

Gamers

yearn

formore

friendly

adswhile

playing,whereas

advertisers

crave

consistent

data

thatwould

allow

themto

perfect

themediumandpromote

theirproducts

and

servicesinamore

pleasantandtrustworthy

environment.TopmarketingchallengesofAIorMLusageinU.S.

companiesin2022Areasinwhichglobal

marketers

saw

thegreatestbenefitsof

improvingdataqualityin2023RiskandgovernanceissuesTechnologyistoodifficultto

useor

deployCostor

obtainingfunding35%CustomerexperienceEngagement61%31%30%28%28%26%23%21%21%19%19%45%Lack

ofstaff

skillstousetechnologyLack

ofsufficient

dataor

dataqualityproblemsDifficultyintegratingwithexistinginfrastructureLittleimprovement

overexisting

technologiesLack

oftrustinthetechnologyLeadgenerationPersonalization35%34%Overalldecision-makingE-mailmarketingTeamalignment33%Unable/hard

tomeasureperformanceConcernsoverethicsorbiases29%15%Difficultyfindingusecases8Notes:(1)

United

States;July

2022;

(2)

Worldwide;

January16

to

22,

2023Sources:

(1)

Capterra,ID:1364821;

(2)

Ascend2,

ID:1372895Whatdoes

theindustry

need

toincrease

theadoption

of

in-game

advertising?3Recipe

for

success:

Key

steps

to

effectivenessFindbalancebetween

brandsafetyandinvestmentMitigate

therisksInvestAsshown

onpagesix,mobile

appsareanadvertising

channel

withahighbrandsafety

risk

intheeyes

ofmarketers,

and

sincealargechunkofgaming

takesplaceinmobile

apps,help

will

beneeded

to

tackle

theseconcerns.

Most

consumersbelieve

advertisers

approve

of

thecontent

theiradsappearalongside,

and

manysaythey

would

belikely

to

stop

usingabrandifitsadsappeared

beside

false,objectionable,

or

inflammatory

content.

Writing

inTheDrumin2022,

networkeditor

SamAnderson

pointed

out,“Gaming

communities

canberuthless;

slip-upscanbecostly;

andongaming

platforms,adscanbeserved

alongside

unpalatableuser-generated

content.”

TheInteractive

Advertising

Bureau,

which

hasreleased

itsintrinsicin-game

advertising

measurement

guidelines,

recommends

brands“become

familiarwith

theavailablebrandsafety

tools,

services,

andmechanismsavailableforin-game

advertising.”Technological

advancements

arefueled

bymarket

gapsandlaterbyacompetitiveenvironment.

Acompany

sees

anunfilled

market

nicheor

unsatisfieddemand

andwantsto

betheentitythatfillsthese

gapsfirsttoreap

theprofits.

Whencompetition

arises,

theywant

to

bethecompany

thatdoes

itfaster,better,

orcheaper

toattractmost

clients.

Among

allthevariousstakeholders

inthein-gameadvertising

market,

only

gamingcompanies

show

vividinterest

ininvesting

toimprove

theiroffer

and

increase

advertising

revenues.Microsoft

isone

company

thathasmade

headlinesinrecent

years.

Thetechgiant

–already

agaming

powerhouse

thanks

to,

among

others,Xbox–completed

itsacquisition

offirst-party

dataplatformXandrinJune2022.

Thesameyear,Microsoft

announced

itsintentiontobuyActivisionBlizzard,

thelargest

gamingcompany

intheUnitedStates.Ontheother

hand,

adtech

needs

to

educate

brandsand

agencies

abouttheavailableresources

andinvest

indeveloping

solutionsthatofferbothsafety

fortheadvertiser

and

attractiveness

to

thegamer.

A

great

majority

of

advertisers

alreadybelieve

thatensuring

brandsafety

isakey

partof

digitalmedia

campaignsand

thattech

innovationsarehelping

to

solve

brand

safety

concerns.

Themost

popularstrategies

currently

used

to

thisend

areemploying

verification

partnersandexclusion

lists,however,

with

arelatively

low

uptake.9Sources:

IAB

Europe,

ID:1378538;

IntegralAd

Science,

Marketing

Charts,ID:1398996;

Double

Verify,Harris

Poll,ID:248331;

The

Drum;IAB;

IAB

Europe,

ID:

1378530;

IAB

Europe,ID:1378532;

Yahoo,ID:269844Whatdoes

theindustry

need

toincrease

theadoption

of

in-game

advertising?3Recipe

for

success:

Key

steps

to

effectivenessUnderstand

and

implement

software

development

kitsMost-used

ad

networkSDKs

across

Androidappsworldwide

as

ofJuly

2023Market

shareof

Google

AdsAdMobSDKamong

mobilegamesworldwide

as

ofSeptember2023,

bygenreInspiteofundeniableadvantages,mobile

gamedevelopers

are

notentirely

convinced

yet.

Google’sAdMob

isthemost

popularadnetwork

softwaredevelopment

kit(SDK)among

Android

apps,butintegration

varies

bygenre.

Theuseof

other

adnetwork

SDKsislow,

which

highlights

there

is

stillroom

forimprovement

when

itcomes

tothedevelopment

ofin-game

advertising.Android-WordAndroid-Trivia75%71%66%66%63%58%GoogleAds

AdMob91%Facebook

AudienceNetwork27%18%15%12%10%8%Android-PuzzleAndroid-RacingAndroid-SimulationAndroid-BoardUnityAdsStart.io

(StartApp)AppLovinMAXDifferent

SDKsoffer

different

functionalities,andagame

islikely

toneed

more

than

one

towork

toeverybody’s

satisfaction.Therefore,

marketingprofessionals

oughttoreview

availablesolutionsandimplement

whatbest

fitstheirneedsifthey

want

theirin-game

advertising

towork

inthemost

efficient

wayforboththeirandthe

consumers’

benefit.Android-StrategyAndroid-AdventureAndroid-Card57%57%56%55%53%52%51%IABOpenMeasurement

SDKAndroid-CasualAndroid-ActionAndroid-RolePlayingAndroid-ArcadeAndroid-CasinoAppleiOS-GamesAdColonyIronSourceAppnext6%5%4%36%32%Vungle10

Notes:(1)

Worldwide;

July

2023;

(2)

Worldwide,

September

2023Sources:

(1)

42matters,

ID:1035623;

(2)

42matters,ID:1413995Whatdoes

theindustry

need

toincrease

theadoption

of

in-game

advertising?3Recipe

for

success:

Key

steps

to

effectivenessSolidify

the

basicsDevelopcomprehensiveindustrystandardsProvide

abasisforsuccessInmid-2022,

the

Interactive

Advertising

Bureau

released

thefirstupdateof

itsin-game

advertising

measurement

standardssince2009.

Oneofthemost

significantchangesoutlined

was

theshortening

of

timerequired

foraddelivery.

Authorsbelieved

the

old

cumulative10-second

in-view

requirement

was

“excessive,”

soitwas

lowered

to

two

seconds.

Thischangebroughtwhat

was

expected

ofin-gameadson

parwith

the

requirements

already

inplaceforother

media

channels.Aflawless

gaming

experience

requires

ahoned

interplay

between

thegamingspace,adtech,and

theenduser.

Toachieve

this,

developers

mustinstallanSDKspecifically

designed

byathird-party

playerinadditiontothe

core

gamedeveloperteam.

AnSDKisaneasily

installablepackageof

codes

thatfacilitatesthe

advertisingpartof

the

gamingenvironment.

Thegame

developers

allocate

the

most

suitabletypeofSDKfortheirgame

atstakeand

thusmostly

outsource

theadsideof

thecoding

process.However,

the

guidelines

are

notintended

to

cover

interstitial,banner,and

in-stream

or

out-stream

ads.Assuch,the

updatesapplyto

arange

oftechnicallyspecificadtypes,suchasadvergames,

but

failto

includesome

ofthemost

usedtypesofadsinthechannel.Sincethe2022

guidelinesdonotincludethe

mosteffective

typesofads,theindustryshouldpress

foracomplete

updatesoon

inorder

to

develop

acommon

regulative

framework

foradformats.

Inthatway,

in-Adnetworks

themselves

offer

SDKproducts,some

ofwhich

monitor

userbehavior,hence

makingtheirutilization

even

more

handyforin-game

advertisers.

SDKsnotonly

manageportions

ofthegameitself

but

also

facilitatethesmooth

running

ofdynamicads.Forexample,

ifthein-game

weather

takesastormy

turn,abillboardshouldgradually

become

blurry

throughaseamless

interaction

of

the

gamegame

advertisers

canbenefit

fromamore

uniformandclearer

vision

of

what

works

environment

with

the

advertising

SDK.Overall,

SDKscontributetoamore

holisticbest

inthe

field.gamingexperience

bycreating

arealistic

gameflow

andsupportinganagileonlineenvironment,

which

would

maketheadseffective

for

the

advertiser

and

agreeableforthegamer.11Sources:

Clearcode;

IABOutlook123Whydoconsumersfeel

inconveniencedbyin-game

advertising?What

discourages

advertisersfrom

using

What

doestheindustry

need

toincreasein-game

advertising?theadoption

of

in-game

advertising??

Brandsrely

oneffective

advertising,butinterstitial

ads,the

most

commonly

seenadtypeamong

gamers,

aredeemed

themost

distracting,putting

people

off?

Brand

safetyis

critical

foradvertisers.Products

and

services

mustbeassociated

with

engagingcontent

inareliable

environment.?

Regulators

oughtto

develop

all-encompassing

industrystandardsthatwill

help

brandsleverage

theirin-gameadsmore

effectively.brands’products

andgamingingeneral.?

Itisalsoessential

toprovide

transparentandefficient

technology

tomeasure

thereturn

on

investment

forin-game

ads.?

AdTechmust

stepupitsgame

to

providebrandswith

tools

thatwill

boosteffectiveness.?

New,

lessintrusiveformats

areunderused

andunderinvested.?

Advertisers

and

agencies

need

tothoroughly

review

availableAdTechsolutions

and

invest

inthosethatanswertheirneeds.12GlossaryAd

fraudIntrinsicadsAn

attempt

todeceive

digitaladvertising

networks

forfinancialgain.Non-intrusive

ads

thatblend

brandmessages

into

gameenvironments,e.g.,

such

astracksidebanners

appearing

inracing

games.Advertising

technology

(AdTech)Out-stream

adsToolsandsoftware

thatadvertisers

use

toreach

audiences

anddeliver

andmeasure

digitaladvertising

campaigns.Video

ads

thatappear

within

non-video-based

editorial

content.Brand

safetyPlayable

adsPractices

and

toolsthat

are

intended

toensure

anadisdisplayed

inanadvertising

environmentdeemed

positive

orsuitable

forthebrandandthetarget

group.Ads,

very

oftenusedformobile

gamemarketing,

thatallow

users

toplay

ashort

section

ofagametosample

theexperience

before

downloading

it.In-game

advertisingRewarded

adsDisplay

orplacement

ofads

ingames

ondigital

platforms.Ads

that

reward

users

forviewing

them.Suchincentives

include

anin-app

item,anextralifeinagame,

orac