In an initiative to advance digital advertising in Brazil, IAB Brazil launched a games guide and will host a webinar with strategies to optimize brand performance in the sector. The guide, titled "Changing the Game: How Advertising in Games Drives Performance," reveals that 85% of advertisers consider games a premium advertising platform essential for achieving positive branding results.
On August 8th at 10 a.m., IAB Brazil will hold an online event to detail the results of the guide. The webinar will feature specialists such as Rafael Magdalena (US Media Consulting and IAB professor), Cynthya Rodrigues (GMD), Ingrid Veronesi (Comscore), Mitikazu Koga Lisboa (Better Colective), and Guilherme Reis de Albuquerque (Webedia). Strategies, success stories, formats, and best practices will be discussed to reach the gaming audience with advertising campaigns. The registrations for the event are free and open.
The guide is an adaptation of a study by IAB US and offers valuable insights into the effectiveness of advertising in games, showing that ads in this medium deliver results at all stages of the purchase journey, increasing brand consideration and loyalty. The material indicates that 86% of marketing professionals see advertising in games as increasingly crucial for their companies, with 40% planning to increase investments in 2024.
With over 212 million digital gamers in the US, advertising in games is no longer a niche limited to young people, now reaching a diverse global audience. Ad formats range from native in-game insertions to rewarded ads, providing an immersive and interactive experience for consumers.
“The ability to engage with a captive audience through games, if used well, is a powerful part of a media plan. Both the webinar and the ‘Changing the Game’ guide are excellent resources for digital advertising professionals who want to explore the world of games, as they bring the best practices and most innovative strategies,” says Cristiane Camargo, CEO of IAB Brazil.
Webinar – Changing the Game: How In-Game Advertising Drives Performance
Data: August 8th, 10am
Format:live and online
Cost:free and open to non-members
Registration link: https://doity.com.br/webinar-iab-brasil-games
