Brands increasingly using game advertising to reach diverse audiences: IAB report

July 5, 2022 10:23

The 2022 IAB Australia Game Advertising State of the Nation report has found media agencies now see game advertising as an opportunity to reach diverse audience groups as the gaming landscape continues to evolve, reflecting a marked shift from the medium previously being used to reach niche, hard-to-reach audiences.

The report, which was released at today’s IAB Game Advertising Summit, revealed 45% of respondents cited diversity of gaming audiences as a key driver for using game advertising. Previously, getting access to hard-to-reach audiences was the main driver for investment, now focus has shifted to the diversity of game audiences as one of the top key drivers.

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Seja Al Zaidi

Seja Al Zaidi was Mumbrella’s finance reporter, spearheading the publication’s coverage on the financials of advertising, marketing and media sectors.

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