In an increasingly fragmented media landscape, gaming is a largely untapped attention oasis. Yet despite its large and engaged audience, the gaming ad market — valued at more than $8 billion, according to eMarketer — is still just less than 6% of the $139.8 billion total digital ad revenue market.
Just as mobile was slow to monetize until advertisers could no longer ignore the shift in consumer time and attention to mobile, so too will advertisers eventually unlock the power of gaming as a marketing channel. Here are some of the factors converging to bring gaming to scale as an advertising channel:
Decline in linear TV viewership
To date, connected TV has largely been the winner here, but it is only a matter of time until marketers realize that gaming is another form of video and offers access to younger audiences at scale. For instance, Fortnite alone averages 937,500 concurrent players every hour — exceeding the full-day average audience for MTV, TBS and The Food Network combined.
Click here to read more.
No comments on this item Please log in to comment by clicking here
Other items that may interest you
E&P Exlusives
Browse all media job board jobs
Read more E&P Exclusive Stories
READ MORE INDUSTRY NEWS
See more NewsPeople
See More Partner News
