In-game advertising might be the game-changer
We know that gaming is dominant in the entertainment industry for a wide range of demographics across the world. But it’s a relatively nascent channel for advertising. TalkTalk commissioned a piece of research to explore attention, brand perception and purchase intent using in-game advertising. One of the key insights is that “TalkTalk’s in-game ads were viewed by up to 96% of the study participants. In comparison, an industry average of 67% of online advertising (including desktop display, mobile display, and Facebook mobile Infeed) ad impressions are viewed”. The overarching learning here is to put the information in front of the audience, where they already are and in an environment that’s relevant and engaging for them - don’t expect them to come to you seeking it.