In-game Advertising: Market Updates

This report evaluates in-game advertising trends and gaming behavior on PCs, game consoles, smartphones, and tablets. The study profiles key market competitors while examining the ad buying and selling process. The study highlights market conditions and offers recommendations for industry investors. Finally, the study presents U.S. in-game advertising revenue forecasts from 2011 to 2015.

“Digital gaming is increasing in popularity and use, particularly among young consumers, attracting the attention of brands looking to connected with hard-to-reach audience subsets,” said Heather Way, Research Analyst, Parks Associates. “Major brands use the medium to drive brand awareness, response, and loyalty through branded in-game experiences such as virtual goods offerings.”

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Download Table of Contents (PDF)

The Bottom Line

Data Points

1.0 Report Summary

1.1 Purpose of Report

1.2 Scope of Report

1.3 Research Approach

1.4 Defining the In-Game Advertising Market

2.0  In-Game Advertising Market Assessment

2.1  Multiplatform Gaming Behavior

2.2 PC-based Online Games

2.3 Connected Console Games

2.4 Mobile Games

3.0 In-Game Advertising Campaign Management & Advertising Strategies

3 .1 In-Game Ad Networks

3.2 In-Game Branded Experiences

3.3 In-Game Advertising Pricing & Business Models

3.4 In-Game Audience Measurement Services

4.0 In-Game Advertising Revenue Forecasts - U.S. 2011 – 2015

4.1 Forecast Methodology

4.2 Forecast Assumptions

4.3 PC-Online, Console, and Mobile In-Game Advertising Forecasts – U.S. 2011-2015

5.0 Market Implications & Recommendations

Resource Book

Appendix A Glossary of Terms

Appendix B Company Index

Source of Data
In-Game Advertising Business Sectors
In-Game Advertising Ecosystem
Overview of Ad-Supported Gaming Categories
Preferred Gaming Device: Demographics
Gaming Service Preference- TV and PC-based
Game Service Preference - TV and PC-based: Demographics
Online Content Types Accessed on Computer: Demographics – TOP TEN
Online Content & App Types Accessed on Connected Game Console: Demographics
Smartphone App Usage
Tablet Device Application Activities
Leading Online Game Companies
Facebook Social Game App Leaderboard
Social Network Activities on Computer - Top 10: Demographics
Audience Composition of Active Connected Game Console Users
Leading Mobile Game Companies
Mobile Social Network Activities
Mobile Branded Game Players
Company Spotlight: Wildtangent
In-Game Ad Campaign Management & Ad Networks-Cross-Platform
In-Game Ad Campaign Management & Ad Networks-Online-only
In-Game Ad Campaign Management & Ad Networks-Mobile-only
Company Spotlight: appssavvy
In-Game Advertising Formats
Attitudes Towards Game Advertising
Game Advertising Engagement & Perception
In-Game Advertising Pricing Models
In-Game Advertising Revenue Shares
In-Game Audience Measurement Services
In-Game Advertising Audience and Ad Metrics
PC-Online In-Game Advertising Revenue Forecast Methodology
Console In-Game Advertising Revenue Forecast Methodology
Mobile In-Game Advertising Revenues Forecast Methodology
U.S. In-Game Advertising Revenues: PC-Online, Mobile, & Console 2011-2015
U.S. In-Game Advertising Revenue Forecasts by Platform 2011-2015

Publish Date: 4Q 2011

Pages: 60

Authored By:
Pietro Macchiarella - Research Analyst

© October 2011 Parks Associates
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America.

Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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