“On TV and videoA column that explores opportunities and challenges in advanced TV and video.
Today’s column is by Ionut Ciobotaru, co-CEO Verve Group.
In the latest wave of integration between gaming and ad tech players, the industry is talking about upcoming advertising opportunities. But this moment is not just for advertising in more places. It’s about understanding the basics and connecting with consumers across all the channels that they care about the way they think are most valuable.
The acquisition of Microsoft’s Xandr and subsequent purchase of Activation is the multi-billion-dollar news that started the real conversation. But in reality, the ball was already moving by others, including Ginga, Apollovin, and IronSource. Then why Flood Now? Is it a technical game? A media drama? An information game? Yes, yes and yes. But more than anything – it’s a consumer game.
Like any massive media shift – and make no mistake, a massive change is taking place – marketplace drivers are versatile.
Everyone is a gamer now
Should all today’s trend conversations start with the effects of the epidemic? I’m so scared. In this case, it is inevitable. Everyone has been home for two years, and yes – people are starting to play more games with some unpredictable population. Over time, that is likely to change. But the epidemic has accelerated the trend. As Writes Eric SewfartThis is particularly significant in terms of increasing capital availability for upstart gaming companies and projects we have seen during the epidemic.
Significantly, more gamers have entered the fray and are playing in a much greater way than ever before. Just look at Wordle Axis Infinity. And, of course, brands want to meet this audience where they are and in a way that makes sense for everyone.
Gaming just keeps getting bigger
As a form of entertainment, video games are Now bigger than the combination of movies and games. And it’s not just money that people are spending on games. This is the time that people spend playing games. This makes video games super-attractive from a media perspective. Speaking of the media …
Channel crossovers are breaking down existing models
For a long time, we talked about gaming in a fragmented fashion: console gaming, PC gaming, mobile gaming – you get the picture. But that language is becoming history. Now, that’s it GamingAnd it’s multi-channel.
If you want the latest parallels, think about the way we watch TV. For a long time, we talked about linear viewers, OTT viewers, CTV viewers, mobile viewers – the list goes on. But the audience does not think of themselves that way. They just want their content whenever they want it and on any device.
They also want to decide how they will pay for their content, either through subscriptions or their valuable focus on ads. It depends on the broadcasters, the platform and the media owners to give consumers the flexibility they want – and they have. Now, it depends on the gaming companies to do the same.
All companies need to get closer to consumers
As gaming companies and advertising technology companies come together to enable and monetize the growing and transformative world of gaming, they are doing so in a landscape where identity is becoming rarer than ever. They need to own their customer relationship from the cup. When multi-channel-aware they need to be able to keep their data within their own fortress.
This is where the game of advertising technology comes into play.
Remember: advertising technology is more than just serving ads; It is about understanding the consumer and the context and creating appropriate experiences. It’s not just about monetization – it’s about user acquisition, retention and engagement. It’s about being able to manage all this in-house in a privacy-first, customer-centric way.
The walls of the gaming universe are expanding and transforming, and so are the business models built around them. IAB, for example, is To deepen its focus Educate buyers about the basics of in-game advertising. At the same time, it is a sacred ground for gaming gamers, which means that the ad equations built around it will require thought and constant evolution.
Through a mix of gaming, marketing and first-party data worlds, companies are in the best position possible to meet the high standards of their customers – and will be worth paying.
What do you think is going to be the trend of CTV advertising to surpass all the trends of 2022? Just wait until you get a load of gaming.