The (virtual) reality of in-game advertising

Getting ahead in business today is all about disruption, and in the advertising industry, the best way to do so is by going where no advertiser has gone before.

In the latest rendition of the IAB SA’s monthly Digital Den, held on 11 February 2016 at Native VML’s offices at the Old Castle Brewery in Woodstock, Garth Rhoda of multi-channel media sales operation, Detonator Media, explained in-game advertising as an innovative, first-to-market new media opportunity and blew many ‘gaming misconceptions’ clean out the water for attendees.

© Ishtygashev – 123RF.com

Rhoda kicked off the interactive session by stating that gaming has always been exciting. The evolution of technology means that the options available have increased, and some gamers happily admit to spending their entire evening and much of their weekends on a digital track or in a virtual boxing ring.

No longer just the realm of ‘geeks’, males, the young or a niche activity, the category of gaming is being taken more seriously than ever before – by consumers as well as advertisers, who have had their eyes opened to the opportunities it offers. In fact, some outdoor advertisers see it as an extension of the OOH category – why not advertise on a billboard in a game as opposed to one in real life?

Part of, not pop up

Especially as PwC estimates that by 2017, gaming in South Africa will be worth R3.3 billion, with mobile gaming in particular accounting for 39% of South Africa's gaming revenue. That alone makes it less child’s play and more complete industry disruptor. As the platform is 100% online, impressions can be tracked precisely. And as the ads are non-invasive – placed on flat surfaces in the game as you’d see them in real life, such as surrounding that race track or on the floor of the boxing ring you’re virtually engaged in, as opposed to pop-ups interrupting the natural flow of the action – they’re that much more likely to enter your audience’s subconscious.

You can even incorporate video advertising into the games, which has already been identified as a top trend for 2016.

And as the ads are booked using a programmatic ad server with a day lead time, there’s all the more chance of success, especially as Rhoda claims: “Globally, everything in gaming will happen in the next two years.”

A truly eye-opening session of the IAB’s Digital Den. What are you waiting for? Contact Detonator Media on Twitter and be sure to attend the Johannesburg version of this talk on 23 February – contact ten.asbai@enirahtak, Katharine Price of the IAB SA to find out more.