# In-Game Advertising Platform

Reach key gaming audiences through Viant with relevant and impactful advertisements that appear directly within their favorite video games — without disrupting gameplay.

## Programmatic Video Game Advertising

Place impactful ads directly in some of the world’s most popular games and seamlessly measure the impact of your efforts. Immersive in-game advertising available in Viant’s DSP is an ideal component of any omnichannel strategy.

### What is In-Game Advertising?

In-game advertising involves integrating ads into video games to reach players during gameplay. These ads can appear as branded objects, billboards or product placements within the game environment. In-game advertising allows advertisers to engage with a highly engaged audience and can provide a seamless and contextual way to promote their products or services to gamers.

### How Does In-Game Advertising Work?

In-game advertising works by incorporating advertisements within the gameplay experience of video games. Advertisers can partner with game developers or publishers to strategically place branded content, such as billboards, signage or product placements, within the virtual game world. These ads are designed to be seamlessly integrated into the game environment, allowing advertisers to reach and engage with the captive audience of gamers.

### What Are the Benefits of In-Game Advertising?

The benefits of in-game advertising include targeted advertising that allows for tailored ad placement based on player demographics and interests. Additionally, it provides a way to capture the undivided attention of the audience, as gaming channels offer effective engagement opportunities and promote brand awareness. Furthermore, in-game advertising offers a non-intrusive approach that provides users with an uninterrupted gaming experience, enhancing user satisfaction.

## In-Game Advertising Stats

### $177.4B  
Mobile In-Game Ad Sales  
in 20241

### 40%  
of Marketers Plan to Increase ‘24 In-Game Advertising Budget2

### $11.5B  
Projected In-Game Ad Spend  
by 20273

## Why Should You Choose Viant for Your In-Game Advertising Solution?

Place impactful ads directly in some of the world’s most popular games to **engage valuable audiences**, have your brand seen in a **favorable context** and grow your **omnichannel advertising strategy**.

### ENGAGE VALUABLE, HARD-TO-REACH AUDIENCES

More than 177 million players log on to play video games via mobile or console in the U.S. [every month](https://www.insiderintelligence.com/insights/us-gaming-industry-ecosystem/), a valuable group of consumers that’s growing fast. With an average age of 36 for women and 34 for men, gamers can be a challenge to reach with traditional efforts, making in-game advertising an effective way to engage.

### PLACE YOUR BRAND IN A FAVORABLE CONTEXT

It can be as seamless (and effective) as having your brand’s logo appear on the boards surrounding the pitch in a popular soccer video game. In-game ads can be personalized to deliver relevant messaging and foster emotional connections with gamers, all without disruption.

### IN-GAME ADVERTISING ENHANCES YOUR OMNICHANNEL STRATEGY

Use Viant to gain incremental reach with a channel that’s a perfect complement to connected TV and digital out-of-home campaigns. Deterministically link household devices and understand gamers’ behavior after being exposed to in-game ads — both online and offline.

## In-Game Advertising FAQ

### What is in-game advertising?

In-game advertising is a form of digital advertising that involves placing advertisements within video games. These advertisements can appear in various formats, such as billboards, posters, product placements, or even integrated into the gameplay itself. In-game advertising leverages the immersive nature of video games to reach audiences in a dynamic and interactive environment.

### Who is the target audience for in-game advertising?

The target audience for in-game advertising typically includes gamers of various ages and demographics who engage with video games across different platforms, such as consoles, PCs and mobile devices. In-game advertising can be tailored to specific genres or types of games to reach particular segments of gamers.

### What types of in-game formats are available?

In-game advertising offers various formats to engage with players seamlessly within the gaming environment. These formats include static advertisements like billboards or posters, dynamic ads that can be updated remotely, product placements, and video ads.

### What are examples of advertising in video games?

In-game advertising manifests in various forms, such as billboards showcasing brands in a racing game or sponsored stadium banners in sports games.

### What are the best practices for making in-game ads feel natural within the context of the game?

To ensure in-game ads feel natural, integration should be seamless and non-disruptive to the gaming experience, aligning with the game's setting and aesthetics. Advertisers should aim for authenticity and relevance.

### What are the best ways to measure the effectiveness of in-game advertising in terms of brand awareness, engagement, and conversions?

Measuring effectiveness requires assessing brand recall, engagement metrics, and tracking player behavior for conversions. Utilizing analytics tools can provide valuable data.