1、BRANDS&MOBILE GAMINGGame-changing insights from marketers and ad buyers in Singapore,Japan,and South KoreaWHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERSINTRODUCTIONIn-app advertising,which are image,video or audio ads that appear within the apps content or interface,has become a corn

2、erstone of digital marketing.However,huge growth potential remains under-recognised:in-game advertising is an emerging channel that integrates ads within mobile gaming environments to engage players,formats like banner,interstitial,intrinsic in-game,rewarded video,etc.Among global internet users,66%

3、of people use their smartphones for video gaming,significantly higher than the second or third most used devices laptop/desktop(38%)and games console(25%).This sets the stage for in-game mobile advertising to play a pivotal role in brands marketing strategies.Through the lens of marketers in Singapo

4、re,Japan,and South Korea,we explore how brands are investing in mobile gaming to reach target audiences,and what this means for publishers.TABLE OF CONTENTSChapter 1:The state of mobile in-app advertisingChapter 2:Marketing budgets shift into mobile gamingChapter 3:Deal types and measurement 2024 PU

5、BMATIC,INC.ALL RIGHTS RESERVEDBRANDS&MOBILE GAMING:WHAT THE SHIFT OF BRAND SPEND INTO GAMING MEANS FOR PUBLISHERS /2KEY TAKEAWAYS1Brands that have tapped into in-app advertising are already seeing their efforts pay off,with nearly 8 in 10 marketers seeing improved brand awareness.2As the profile of

6、mobile gamers continues to diversify to include new cohorts,in-game advertising allows advertisers to broaden and scale audience reach.3The biggest revenue opportunity for gaming publishers comes from brand buyers:62%of brand buyers are looking to increase or maintain their spending on in-game adver