Which brands use Video Game Advertising?

[smithjones]

It's tricky to give a definitive list of every brand using video game advertising through specific ad networks because that information is usually confidential for competitive reasons. Ad networks themselves don't publicly disclose all their clients. However, we can talk about the types of brands and give examples of brands known to use game advertising, and how ad networks facilitate that.



How Ad Networks Fit In:

Ad networks are the crucial link between brands and game developers. A brand, wanting to advertise in a mobile game, rarely contacts the game developer directly. Instead, they work with an ad network. The ad network has relationships with many game developers and can place the brand's ads in relevant games. They handle the technical side, tracking, and reporting.

Types of Brands Using Video Game Advertising:

• Large, Established Brands (Often using Ad Networks): These brands have the budget and marketing sophistication to leverage ad networks. They are often looking for scale and precise targeting. Examples include:
  • Fast Food/Beverage: McDonald's, Burger King, Coca-Cola, Pepsi
  • Automotive: BMW, Ford, Audi
  • Consumer Goods: Procter & Gamble, Unilever
  • Entertainment: Netflix, Disney, movie studios
  • Fashion/Apparel: Nike, Adidas, Louis Vuitton
  • Technology: Samsung, Intel, Microsoft
• Game Publishers/Developers (Using Ad Networks to Advertise Their Own Games): This is a huge segment. Game studios, both large and small, use ad networks to promote their new game releases and acquire new players. They might be advertising within other games.
• Direct-to-Consumer (DTC) Brands (Increasingly using Ad Networks): These brands, often online-only, are realizing the potential of reaching gamers. They are attracted to the targeting capabilities of ad networks. Examples might be smaller clothing brands, subscription services, or tech gadgets.
• App Developers (Beyond Games): Many apps (not just games) use rewarded video ads to incentivize users. So, you'll see all sorts of app categories represented: social media, productivity, lifestyle, etc.

Why it's hard to link specific brands to specific ad networks:

• Confidentiality: Client lists are often considered proprietary information by ad networks.
• Campaign Diversity: Brands might use multiple ad networks for different campaigns, game genres, or geographic regions.
• Constantly Changing: The ad tech landscape is dynamic. Brands switch networks, and new networks emerge.

How you can get some clues:

• Industry Reports: Market research firms sometimes publish reports on the mobile game advertising market, which might mention major players (both brands and networks).
• Ad Network Websites (Limited): Some ad networks might showcase a few case studies or mention prominent clients, but this is usually selective.
• Game Developer Blogs/Forums: Sometimes, game developers might discuss their experiences with different ad networks, which can indirectly reveal which brands are advertising in their games.

While a complete, precise list is elusive, it's safe to say that a wide range of brands, particularly those targeting a younger, digitally engaged audience, are actively using video game advertising, facilitated by ad networks.