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 and essential for achieving positive branding results
On August 8, at 10am, IAB Brazil will hold an online event to detail the results of the guide. The webinar will feature the participation of experts such as Rafael Magdalena (US Media Consulting and professor at IAB), Cynthya Rodrigues (GMD), Ingrid Veronesi (Comscore), Mitikazu Koga Lisboa (Better Colective) and Guilherme Reis de Albuquerque (Webedia). Strategies will be discussed, success stories, formats and best practices to reach the gamer audience with advertising campaigns. Registrations for the event are free and are 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 buying journey, increasing consideration and loyalty to brands. 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 players in the US, advertising in games is no longer a niche restricted to young people, now encompassing a globally diverse audience. Ad formats range from native in-game placements to rewarded ads, providing an immersive and interactive experience for consumers
"The ability to engage in dialogue with a captive audience through games", if well utilized, it is a powerful piece of a media plan. Both the webinar and the guide 'Changing the Game' are excellent resources for digital advertising professionals looking to explore the world of games, for they bring the best practices and the most innovative strategies, declares Cristiane Camargo, CEO of IAB Brazil
Webinar – Changing the game: how advertising in games drives performance
Data8th of August, at 10am
Format:live and online
Costfree and open to non-members
Registration link https://doity.com.br/webinar-iab-brasil-games
