Gamers have rejected ads that interrupt gameplay, leading to high skip rates and wasted advertising spend. The gaming market, worth over £2.8bn, shows 66% of Gen Z use ad blockers. Traditional ad models based on interrupting audiences are ineffective in gaming. Success now relies on contextual technology and timing, demonstrating that context is crucial for engagement. Campaigns like Danone's 'Small Hunger' show the potential of AI to time brand messaging with gameplay, creating effective advertising without disrupting the gaming experience.
Gaming audiences have systematically rejected traditional advertising models, which interrupt gameplay, leading to high ad-skip rates and ineffective ad spend.
The success of campaigns is now driven by the understanding that context trumps content; timing and relevance are vital for engagement.
An example of effective contextual advertising is Danone's 'Small Hunger' campaign, where AI detected gameplay moments to deliver brand messages effectively.
With 66% of Gen Z using ad blockers, the gaming sector has exposed fundamental flaws in traditional advertising, demonstrating the need for innovative approaches.
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