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Ad budgets for games are growing for 40% of marketers, per IAB report

March 26, 2024

Gaming advertising has surged in recent years as video games grow in popularity, especially among young consumers. With 86% of marketers indicating that games are of growing importance to their company, understanding the space is crucial. The new report from IAB goes into the benefits of games advertising and how the industry is utilizing video game ads.

When it comes to plans for increasing spend in 2024, 40% of marketers plan to increase their budgets for games advertising, tied with digital video and surpassed by social, with 47% planning an increase. However, 10% of advertisers plan on decreasing spend for games, while 50% plan to keep their budgets the same. In comparison, only 7% of marketers indicated they plan to decrease spend on digital video and social marketing.

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