Category: Gaming

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Alex Li of AppLovin: The Maverick Who’s Redefining Mobile App Advertising

Mobile app advertising: the wild frontier where brands hope to strike gold, but most end up with fool’s gold instead. Enter Alex Li, Senior Director of Global Non-Gaming at AppLovin, who’s part evangelist, part scientist, and part traffic cop for the sprawling, frenetic, and oh-so-untamed world of in-app advertising. If this sounds dramatic, it’s because it is. Advertising in mobile apps isn’t just the cousin of digital advertising; it’s the rebellious teenager, staying out late, making questionable choices, but somehow always landing on its feet.

AppLovin, meanwhile, isn’t some scrappy startup trying to make its mark. It’s the cool kid who’s been to this rodeo before—deploying AI, leveraging massive app networks, and sipping its latte while competitors scramble to figure out how to make mobile app advertising actually work. With Alex as the face of its global non-gaming arm, AppLovin is proving that in-app ads aren’t just the future; they’re the present.

Brand Safety: Not Just a Buzzword—It’s a Survival Tactic

When it comes to mobile app advertising, “brand safety” can feel like a vague, almost mythical promise. The internet is a chaotic soup of memes, misinformation, and user-generated content (UGC) disasters waiting to happen. So how does AppLovin—and by extension, Alex Li—offer brands peace of mind?

First, let’s talk ecosystem. AppLovin doesn’t just throw brands into the shark tank and hope they survive. With over 150,000 apps in its network and a reach that would make a social media manager swoon, AppLovin meticulously vets every app to ensure it’s as squeaky clean as a newly launched Disney+ series. No doom-scrolling, no awkward ad placements, and certainly no risk of your product being hawked next to conspiracy theories or questionable “life hacks.”

But the real magic comes from their AI. Think of it as the Gandalf of ad placement—it knows exactly where to send ads for maximum impact while avoiding reputational pitfalls. Unlike platforms that rely on UGC-heavy environments where anything could pop up (and we mean anything), AppLovin’s ecosystem is a fortress. It’s as if they’ve built an ad utopia, where your brand message gets the red-carpet treatment.

The Unicorn Hunt: Is 100% Brand Safety Even Possible?

Let’s be real: achieving 100% brand safety is like trying to find a unicorn that also happens to be fluent in Python and available for your next marketing meeting. Yet, AppLovin gets as close as humanly—or algorithmically—possible. When Alex talks about brand safety, he does so with the clarity of someone who knows it’s not just a checkbox; it’s the bedrock of trust in mobile advertising.

The truth? Perfection is a moving target. AppLovin’s AI constantly analyzes, learns, and adapts to new threats in real-time, making it more Hercules than unicorn. When asked whether 100% is attainable, Alex admits, “We’re not delusional—but we’re close.” And that’s the kind of humility you want from someone managing billions of impressions every day.

Why Mobile App Advertising Isn’t Just Social Media’s Little Brother

Mobile apps are no longer just for gaming. They’re for working out, editing photos, managing finances, and yes, even meditating. Yet, for years, mobile app advertising has been treated as social media’s awkward little sibling—left to fight for scraps while Facebook and Google dominated the ad budgets. Alex Li is here to change that narrative.

Let’s break it down: people don’t just spend time in apps; they live there. Whether it’s paying bills, scrolling recipes, or monitoring sleep patterns, apps are where consumers are most engaged. And yet, many brands are stuck funneling their dollars into crowded, noisy social feeds. Why? Because social platforms have done an excellent job of making marketers think that’s where the action is. Spoiler alert: it’s not.

AppLovin’s secret sauce is educating brands about the untapped potential of in-app advertising. “It’s not about replacing social media,” Alex explains, “it’s about diversifying.” Picture this: while everyone’s clamoring for the last scraps of ad space on Instagram, AppLovin is guiding brands to environments where their messages actually stand out. It’s like choosing the indie coffee shop over the Starbucks drive-thru—better experience, better results.

The AI Factor: Loki or Gandalf?

AI is the buzzword of the century, but for mobile app advertising, it’s less about robots taking over and more about robots doing the dirty work. AppLovin’s AI is like a master chess player, mapping out every possible move to deliver ads where they’ll resonate most. And no, it’s not Skynet. It’s more like a digital consigliere, advising brands on how to maximize engagement without burning their budgets.

The real beauty of AppLovin’s AI lies in its ability to test at scale. Forget A/B testing. We’re talking A-to-Z testing—creative formats, audience segmentation, and placement strategies all optimized at lightning speed. Alex is quick to note that while AI is a game-changer, it’s not here to replace the human touch. “It’s about making creativity frictionless, not soulless,” he says, channeling his inner philosopher.

Diversification: The Spice Rack of Marketing

If mobile app advertising were a meal, diversification would be the sriracha. It’s the ingredient that makes everything pop. Yet, most brands are stuck sprinkling salt and pepper, aka social and search, over everything. Alex is on a mission to get marketers to embrace the whole spice rack.

Diversification isn’t just about throwing money at every new channel that pops up; it’s about strategic experimentation. AppLovin’s playbook involves showing brands that mobile apps are a goldmine of attention—places where users aren’t just scrolling but actively engaging. Whether it’s playable ads for games or interactive experiences for fintech apps, AppLovin creates ad formats that feel less like ads and more like invitations to participate.

The Future of Mobile App Advertising: A Renaissance or an Echo Chamber?

Looking ahead, Alex sees mobile apps as the central stage for advertising innovation. With AR, AI, and even wearable tech on the horizon, the possibilities are endless. But there’s a caveat: brands will need to embrace transparency and collaboration to make the most of these technologies. As Alex puts it, “You can’t just show up; you have to show up well.”

AI will undoubtedly play a starring role, not as a dark overlord but as a partner in creativity. Imagine ad campaigns that are so seamless, they feel like an organic part of the app experience. That’s the holy grail—and it’s closer than you think.

Final Thoughts: Why Alex Li is the Leader We Need in Mobile App Advertising

At its core, Alex Li’s philosophy is about making advertising better for everyone—brands, consumers, and the apps themselves. Whether he’s championing brand safety, evangelizing the untapped potential of mobile apps, or navigating the delicate balance between AI and human creativity, Alex is redefining what’s possible in this space.

And if you’re still pouring all your ad dollars into the social media duopoly, consider this your wake-up call. Mobile app advertising isn’t the future; it’s happening now. And thanks to leaders like Alex, it’s only getting better.

Stay bold, stay curious, and never settle for the ordinary.

Watch the full interview below, sorry for the audio quality, there was a file corruption. We will be working on an audio only version for next week.

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Breaking the Sound Barrier in Mobile Gaming Ads: Elad Stern Isn’t Playing by the Old Rules

If you think mobile gaming ads are as enjoyable as a root canal, you’re not alone. But guess what? Elad Stern, President and co-founder of Odeeo, is here to shake things up—and he’s not asking for permission. In an industry cluttered with intrusive pop-ups and mind-numbing banners, Elad is injecting a fresh dose of audio innovation that’s turning heads (and ears) worldwide.

From Kitchen Table to Global Stage

Let’s rewind to early 2021. Picture Elad and his business partner, Amit Monheit, huddled around Amit’s father-in-law’s kitchen table. Armed with two laptops, a notebook, and what we can only assume was a copious amount of caffeine, they birthed Odeeo. “We had an idea, and we knew the idea was good—but neither of us had ever run a company or raised funding before,” Elad admits. “Still, the mobile advertising industry was screaming for innovation, and we were convinced that we could bring that innovation.”

Fast forward to today, and Odeeo’s technology is integrated with top-charting apps like Crossword Jam, Akinator, and Brain Test. They’ve just snagged a cool $5 million in funding and are expanding faster than a teenager’s TikTok following. Elad himself has hopped across the pond to spearhead their North American invasion. “It’s a very exciting time for us,” he says, probably understating the situation by a mile.

Gaming Isn’t Just for Basement-Dwellers Anymore

“Today, most of us are gamers,” Elad points out. “Whether it’s 15 minutes of a favorite on your smartphone during the morning commute or a more serious hobby.” And he’s not wrong. Grandma’s crushing candy, Dad’s playing Wordle, and your little cousin is probably building the next Minecraft empire.

But here’s the kicker: brands are finally catching on. “After over a decade, big brand advertisers are finally seeing the potential in mobile gaming,” Elad notes. “There’s a lot of room for growth still.”

Audio Ads That Don’t Make You Want to Throw Your Phone

So, what’s Odeeo’s secret sauce? Audio ads that are actually… enjoyable. Shocking, I know.

“Choosing the right ad units is critical, and that is why we created ours,” Elad explains. “Audio is intimate, engaging, and as we’ve designed it, unobtrusive for the gamer. They choose to hear the ad, so they respond more positively. And as an advertiser, you only pay for those impressions that are heard.”

Wait, users choose to hear the ads? In a world where we’re bombarded with noise, Odeeo is banking on the idea that people will actually opt-in to listen. And guess what? It’s working.

AI and the Future of In-Game Ads

While everyone’s throwing around buzzwords like they’re going out of style, Elad takes a measured approach when it comes to AI. “It’s still early to talk about AI changing the experience, but we know that it will play a critical role in the evolution of both gaming and audio,” he says. “There are a lot of generative AI tools that will make it easier than ever to create and test different audio ad executions, from different voices to personalization.”

Translation: Soon, your in-game ads might be so tailored to you that they’ll feel like a personal serenade—or at least less like nails on a chalkboard.

Brands That Are Already Winning the Game

Odeeo isn’t just talking the talk; they’re walking the walk with some heavyweight brands. They’ve teamed up with Costa Coffee in the UK, driving a 15-percentage-point increase in awareness and a 12% lift in positive perceptions. “We’ve worked with top brands across categories, from FMCG and QSR to automotive and travel,” Elad shares. “One of our fitness advertisers was able to significantly improve acquisition costs by incorporating in-game audio.”

In other words, these aren’t just vanity metrics. They’re delivering real, measurable results that make CFOs smile.

The $5 Million Question: What’s Next?

With their recent $5 million funding round led by Atinum Investments, Odeeo is gearing up for global domination. “We are delighted to welcome Atinum Investments to the Odeeo family, and we’re excited that they share our vision for how the power of audio can evolve the gaming industry,” says Amit Monheit, Odeeo’s CEO and Elad’s partner in crime.

Elad adds, “In-game audio has become much more mainstream in the past two years, and nowhere is more critical to adoption than the US market. I’m very excited to be moving to New York to open Odeeo’s first full American office and work with the US team to champion in-game audio solutions to the world’s biggest advertisers and agencies.”

Not Just Business Partners—Rebels with a Cause

Elad and Amit aren’t your typical buttoned-up executives. They’re more like the dynamic duo of the ad tech world, challenging norms and pushing boundaries. “When we pitched our ideas to industry friends, their feedback pushed us to make progress on our initial proof of concept,” Elad recalls. “Of course, not all the feedback we received was optimistic. Some friends told us that the industry was too difficult to break into, even if the product had validity.”

Did they let that stop them? Not a chance. “Still, we didn’t lose hope,” Elad says. “In those beginning days, our attitude was to celebrate even the smallest victory. Every email response, every piece of feedback, every Zoom meeting, every technical breakthrough—it all laid the foundation of the path moving forward.”

Lessons from the Tennis Court to the Boardroom

Before diving into the cutthroat world of advertising, Elad was a professional tennis player. “My previous foray into the world of professional tennis has shaped the rest of my career,” he reflects. “It molded me into a goal-oriented person with a never-give-up mentality.”

That relentless drive is evident in how Odeeo navigated the tricky waters of securing funding. “Especially in the current funding environment, it is vital to show investors that you are trustworthy, and that you understand every inch of your product,” Elad emphasizes. “We spent a lot of time preparing for the seed round because we knew we had to make a success of it.”

The Future Is Audio, and It’s Personal

So, what’s the endgame for Elad and Odeeo? To revolutionize the way we think about in-game advertising, one audio clip at a time. “We have tremendous leadership in place in the States, and we anticipate investing even more to educate the market and champion in-game audio in the coming months,” Elad declares.

And as for those intrusive ads that make you want to throw your phone out the window? Their days are numbered. “The era of entrepreneurship as showmanship is over,” Elad states. “The current economic climate does not support it, and investors are more vigilant than ever in assessing the quality of their potential investments.”

Final Thoughts

In an industry that’s often stuck in its ways, Elad Stern and Odeeo are the breath of fresh air we didn’t know we needed. They’re proving that with a little innovation and a lot of determination, it’s possible to change the game—literally.

So, the next time you’re crushing candies or flinging birds on your phone and you hear an ad that doesn’t make you cringe, you’ll know who to thank.

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Sweet Dreams and Sour Deals: How White-Noise Apps Are Playing Advertisers

In a twist that would make even the most seasoned insomniac sit up, white-noise apps—the digital lullabies meant to soothe us into slumber—have become the latest playground for ad fraudsters. According to a recent exposé by DoubleVerify, cyber tricksters are turning these calming soundscapes into cash-grabbing machines, siphoning off advertising dollars through elaborate schemes with charming names like “BeatSting” and “FM Scam.”

White-noise apps have surged in popularity, with nearly 200 articles in the past year hyping up everything from “Ocean Waves” to “Deep Sleep for Kids.” But behind these tranquil facades, fraudsters are playing advertisers like a bad lullaby. The setup is as simple as it is sinister: fake streaming data, spoofed IP addresses, and counterfeit servers trick advertisers into paying for ads that never reach a single human ear. It’s like shelling out premium CPMs for a midnight snack in a dream you didn’t even sign up for.

This isn’t the first time fraudsters have exploited seemingly benign apps. Back in 2019, cybersecurity firm HUMAN uncovered “Poseidon,” an ad fraud scheme where over 40 Android apps openly committed multiple forms of fraud. And this wasn’t a one-off—it evolved into “Charybdis” in 2020 and later into “Scylla,” impacting 89 apps with a staggering 13 million downloads from the Google Play and Apple App Stores.

Then there was “Vastflux,” a scheme that compromised about 11 million devices by loading multiple video ads in sneaky layers using spoofed apps and malicious JavaScript. Imagine your device under a barrage of invisible video ads stacked like an endless deck of cards, all thanks to sophisticated fraudsters running a racket that most users would never see.

The latest white-noise fraud case fits right into this pattern. Take the infamous “Deep Sleep” and “Deep Sleep for Kids” apps. On the surface, they appear like perfect sleep aids, each with over 10,000 downloads. But DoubleVerify found they’re more “Deep Fraud” than “Deep Sleep,” pumping out phony impressions with the precision of a seasoned scam artist. While genuine white-noise apps peak at night, when people are actually asleep, these apps suspiciously spike during the day—a blaring red flag that something wasn’t right.

The financial implications are nothing short of staggering. Throughout 2023 and 2024, dozens of apps have been pulling off this trick, with unprotected advertisers unknowingly buying over 45,000 fake impressions per app every month. Even at a conservative CPM rate of $5, that’s at least $225,000 per app per month—money that could’ve supported real developers but instead went straight into the pockets of con artists.

In a totally fictional quote, DoubleVerify CEO Mark Zagorski probably didn’t say, “Ah, yes, the cutting edge of ad fraud—babbling brooks and soothing rain sounds. Who knew bedtime ambiance would be the new frontier of cybercrime? Honestly, I wouldn’t be surprised if my own meditation app starts muttering ‘Pay up, sucker’ between om chants. At this rate, ad fraud will soon include charging for dream impressions.” Zagorski didn’t actually say this, of course, but if he had, who could blame him?

This cozy racket underscores the desperate need for advertisers to implement real verification on their audio streaming buys. Otherwise, they’re just throwing money into the comforting void of “sleep sounds.” Next time you hear “ocean waves” on your favorite app, remember: that relaxing noise might just be the sound of your ad budget quietly slipping away into oblivion.

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From Blockbuster to Bust: Netflix’s AAA Game Studio Shuts Down

Netflix just gave the axe to its Southern California AAA game studio, Team Blue, before it ever released a single game. In a move that reeks of “too big to fail” vibes, Netflix poured money into top-tier gaming talent—veterans from Overwatch, Halo, and God of War—only to shutter the studio a mere two years after opening it. You can practically hear the collective groan of every exec who thought Netflix could just waltz into the high-stakes world of AAA gaming without breaking a sweat.

Here’s the breakdown: Team Blue was supposed to be Netflix’s golden ticket into the multi-billion-dollar gaming industry, a place where $100 million gets you a shiny blockbuster game—and that’s just for starters. Netflix went all in on the promise of a “multi-device” gaming future. Think games on your PC, PlayStation, and Nintendo Switch, all under the Netflix banner. But it seems that ambition met reality like a brick wall. Instead of getting a piece of the billion-dollar gaming pie, Netflix found itself caught in the kitchen with no recipe.

Let’s talk about the talent exodus. First, they brought in Chacko Sonny, the former executive producer of Overwatch—a guy who knows his way around a gaming hit. Then, they lured Joseph Staten, a major player from the Halo franchise, and Rafael Grassetti, an art director from God of War. This was the dream team. But instead of creating the next great gaming IP, the only thing that materialized was an exodus. None of these industry big shots are sticking around, and with their departure, so goes Netflix’s dream of a blockbuster AAA game.

Now, Netflix isn’t new to gaming. Since 2021, the streamer has been dabbling in mobile games, some of which have gained traction—Oxenfree II and ports of iconic games like Grand Theft Auto to name a few. They even acquired developers like Night School Studio and Spry Fox to beef up their pipeline. But jumping from casual mobile games to AAA is like moving from LEGO bricks to skyscrapers overnight—probably not the smartest leap. And yet, here they were, betting on a “big-budget, multi-device strategy,” despite having no gaming street cred to stand on.

Co-CEO Greg Peters called investing in games “planting seeds” on a recent earnings call. Seeds? Maybe more like planting landmines. The sheer cost of creating AAA games is staggering, and let’s not forget about the market competition. Every gaming company from Amazon to Google has tried and failed to get in the game. Google’s Stadia? Yeah, let’s pour one out for that disaster. But here was Netflix, rolling the dice anyway.

Peters also threw out a few crumbs about upcoming titles based on Netflix’s pre-existing IPs, saying, “We’ve got a Squid Game coming. We’ve got a Virgin River Christmas.” Yes, you heard that right, a Virgin River game. If the thought of playing a Christmas-themed game about small-town melodrama excites you, congratulations—you are Netflix’s target audience. Meanwhile, Ted Sarandos, Netflix’s other co-CEO, boasted about the “steady drumbeat” of games, alongside new TV shows and films. But let’s be real: mobile games based on Netflix series aren’t going to turn Netflix into the next Ubisoft or EA anytime soon.

So, where does this leave Netflix? After burning through cash and pulling the plug on Team Blue, it looks like the streamer is going back to its roots. Mobile games are still on the menu, and the company recently picked up Cozy Grove developer Spry Fox. But it’s safe to say their dreams of conquering the AAA space are on ice for the foreseeable future. Sure, there’s still talk of games based on Netflix IPs, but the grand vision of a cross-platform gaming empire? That’s looking like a classic Hollywood bust.

Netflix might want to take a page from Google’s playbook—sometimes, it’s better to stay in your lane than crash and burn in someone else’s. For now, we’ll have to settle for Squid Game spin-offs and whatever the Virgin River Christmas game turns out to be. Stay tuned, but don’t hold your breath for the next Halo coming from Netflix anytime soon.

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How Advertisers Are Betting Big on Gamers in Q3 and Q4

There’s an audience, and then there are gamers. Imagine someone so engrossed that even a fire alarm wouldn’t make them flinch. That’s who we’re dealing with here—dedicated, distracted, and delightfully obsessed. And if you’re in the advertising world, this should sound like a golden ticket.

 Gamers are, by nature, a captive audience. But despite this, gaming ads aren’t the headliner you’d expect them to be. Why aren’t more advertisers making it rain in the gaming arena? Is there something inherently tricky about gaming ads, or is it just the industry still stuck in the tutorial level? Time to investigate.

🎮 Breaking Down the Game Plan: What Even Are Video Game Ads?

First, let’s get our definitions straight: Video game ads are like the special effects of the advertising world—they can be subtle, explosive, or completely in your face. They come in a variety of flavors:

Intrinsic Ads: These are the sneaky ninjas of in-game advertising. They’re ads seamlessly woven into the game environment, like billboards in your favorite racing game or a branded soda can your avatar guzzles after a marathon battle. They blend in so well that players might not even realize they’re being advertised to—at least, not consciously.

Rewarded Ads: Picture this: you’re one hit point away from losing your last life in Candy Crush. The game offers you an extra life—if you watch a 30-second ad for the latest superhero movie. This is bribery with a wink, and it works like a charm. Players watch the ad, get their reward, and everyone goes home happy.

Interstitial Ads: Ah, the showstoppers. These are the ads that pull no punches—they take over the entire screen during natural pauses in gameplay, like when you’re waiting for the next level to load or your opponent to make a move. Love them or hate them, they demand your attention.

Now, the idea of running ads in video games isn’t exactly new. But what’s changed? Why is the hype growing, and why are more brands starting to eye the gaming world like it’s the last piece of chocolate cake at a diet convention?

💰 Show Me the Money: A $100 Billion Power-Up

Let’s talk about the dollars and cents—or rather, billions and cents. According to the latest forecasts, video game ad revenue is set to soar by a staggering 5.7 times from 2017 to 2027. That’s a cool $100 billion increase in less than a decade. This is not just pocket change; it’s a tidal wave of cash.

But here’s the catch: While gaming ads are growing, they’re still just a slice of the overall pie. In the U.S., gaming ads represent less than 5% of the total internet ad spend. Sure, it’s still a sizable chunk for a “niche” market, but compared to behemoths like social media and CTV (connected TV) ads, it’s clear that video games are still fighting for a seat at the grown-up table.

🎯 Who’s Playing the Game? A Quick Demographic Dive

To understand where the money is going, you need to know who’s actually playing the games. In 2023, there were 3.2 billion gamers worldwide, with the U.S. boasting a particularly interesting mix—55% male, 45% female. These aren’t your stereotypical teenage boys in their mom’s basement anymore; the modern gamer is a more complex creature. You’ve got millennials who grew up with controllers in their hands, Zoomers who consider gaming as much a social activity as texting, and even Gen Xers sneaking in some mobile game time between meetings.

Mobile-Only Gamers: Here’s a twist—female users dominate the mobile-only gaming space, making up 55% of that demographic. Turns out, Candy Crush is a serious battleground, and it’s not who you think is playing. Gen X is also heavily into mobile games—possibly because they can play on their phones while pretending to be engrossed in their kids’ soccer games.

Millennials: The undisputed champions of gaming. They dominate every gamer type, from casual mobile gamers to hardcore e-sports competitors. And guess what? They’re also the ones with the spending power, willing to drop cash on in-game purchases like there’s no tomorrow.

🛒 Shopping While Shooting: The Evolution of In-Game Purchases

Remember when buying something in the middle of a game felt like an interruption? Not anymore. Thanks to the rise of microtransactions and in-game purchases, today’s gamers have fully embraced the idea of spending while playing. Whether it’s buying new skins, unlocking premium content, or snagging that shiny new weapon, purchasing is now as integral to the gaming experience as jumping over a chasm in Super Mario.

But why this sudden shift towards a ‘buy while you play’ mentality? Here’s a thought: The biggest generation in gaming, millennials, is hitting peak spending power, and they’re joined by a chunk of Gen Z who are almost allergic to traditional ads but don’t mind dropping $3.99 on a virtual hat. Add in the rise of mobile gaming—particularly popular among older generations who’ve learned to swipe, not scroll—and you’ve got a perfect storm of opportunity.

The numbers back it up: The global market for in-game purchases has grown by leaps and bounds, and it shows no signs of slowing down. So, if you’re a marketer, it’s not crazy to think that the number of in-game purchases will keep growing faster than a speed run at AGDQ.

📱 Mobile Gaming: The Jackpot No One’s Cashing In On

Now, let’s talk about the golden goose: mobile gaming. This is where the attention—and the money—are. Most gamers are playing on their phones, and it’s the most convenient place for ads. Yet somehow, ad spend isn’t matching the amount of time people are gaming. In fact, 10.9% of all mobile time in 2024 is spent on games, but you wouldn’t know it from how much is actually being spent on mobile game ads. What gives?

For one, there’s a lot of unused advertising space on mobile. Advertisers have been slow to realize the potential here. The real issue? Many find it trickier to navigate than an old-school text adventure. Between the complexities of scaling, targeting, and measuring success, gaming ads have been treated like the weird cousin who shows up at Thanksgiving—fun, unpredictable, but not exactly reliable.

🚀 Advertisers Are Starting to Get It—Sort Of

Let’s be real: Advertisers aren’t entirely clueless. Many are waking up to the untapped potential in video game ads. The stats speak for themselves: gaming is seeing some of the biggest budget increases this year, right after social media and online video ads. But there’s a caveat—about 10% of advertisers are also planning to cut back on gaming ads, citing the difficulty of planning and implementing them. Complexity is a killer, and for gaming ads to truly break out, the industry needs to make it as simple as ordering a pizza online (without the annoying upsells).

❤️ But Those Who Love It, Really Love It

Interestingly, those who’ve dabbled in the gaming ad world seem to be all in. According to the IAB, 78% of advertisers say gaming ads are great for brand awareness. Another 70% claim they’re perfect for driving post-purchase advocacy, and 65% believe they’re excellent for ROAS. It’s the marketing trifecta! So, why aren’t we seeing more big-budget campaigns flooding the market?

🎮 Loading… Advertisers Prepare for an Omnichannel Assault

Historically, gaming ads have been like experimental cocktails—fun to try but not the staple of any serious marketing menu. But as we move into the last half of 2024, there’s a shift happening. More advertisers are considering gaming as a valuable part of their omnichannel strategies. Agencies are starting to build out gaming playbooks, and DSPs like The Trade Desk and Xandr are getting serious about the space, which means lower barriers for entry on the buy side.

We’re also seeing the rise of partnerships between in-game ad platforms and verification vendors. Now, advertisers can measure viewability, completion rates, and performance metrics for in-game ads in a way that makes sense when compared to traditional media. According to Shahar Sorek, CMO of Overwolf, “Campaign metrics like brand awareness uplift, brand consideration, and purchase intent are now a thing across the board.” So, yes, gaming ads are growing up and starting to dress like adults.

⚡ It’s All About the Metrics, Baby

Thanks to new in-game measurement guidelines from the IAB and MRC, gaming ads are finally beginning to unlock larger budgets. These advancements—combined with better targeting, attention measurement, and media-quality verification—mean that advertisers are getting more confident about diving into the gaming waters. It’s no longer a question of if gaming ads will become a staple, but when.

And here’s where it gets interesting: the big game-changer might just be those pesky little DSPs. With platforms like The Trade Desk and Xandr lowering the entry barriers, advertisers can now buy gaming inventory with the same ease they do for display or video ads. Partnerships with verification vendors like Integral Ad Science allow advertisers to compare their in-game ad performance directly against other channels. Finally, you can justify your gaming ad spend to the CFO without breaking into a cold sweat.

🏁 The Final Level: What Comes Next?

As we zoom through the last half of 2024, the future of video game advertising looks like it’s leveling up. The money is there, the audience is primed, and the potential for growth is practically staring us in the face. Advertisers who figure out how to navigate the complexities of the space—whether it’s through smarter targeting, better metrics, or just sheer stubbornness—stand to gain big.

So, to all the brands hesitating at the starting line: Pick up the controller. It’s time to move from tutorial to the main campaign. Your audience is waiting.