Canadian Ad Bureau Breaks out In-game Ad Revenue

August 11, 2010 -

For the first time, revenue from in-game advertising was broken out in a report from the Interactive Advertising Bureau of Canada (IAB), and the figures were not all that overwhelming.

The Canadian Online Advertising Revenue Survey (PDF) serves up actual 2009 results in addition to 2010 estimates. The report stated that 2009 revenue from Canadian in-game advertising was $3 million, or less than one percent of the year’s total of $1.82 billion.

Videogame advertising, as defined by IAB, “can range from an Advertiser buying some or all of the ad units in or around a game, to a 'Sponsored by' link to a custom-branded Game experience.”

Speaking to The Star, IAB President Paula Gignac called videogames “something of a walled garden” when it comes to marketing information.

She also painted game players as a tough bunch to market to, stating, “Gamers don’t want to be disturbed. They don’t want to click on the brands they just want to be exposed to them.”

In a related post over at the always excellent Escapist, marketing man JP Sherman listed a few of the blunders marketers typically make when attempting to target gamers, including making it difficult for gamers to trust marketers:

Gamers, for the prospect of getting something they value, will give marketers personal information, they'll download apps and they'll sign up for newsletters. But they want to know that marketers and game companies value their input and support. We, as marketers, make it an unpleasant experience.


 
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Andrew EisenI'm just waiting to buy a new Gamecube controller for my Gamecube.11/22/2014 - 7:15pm
Wonderkarphttp://kotaku.com/smash-bros-gamecube-adapters-sold-out-online-prices-g-1662162871 Smash Bros Gamecube adapter sold out, online prices go nuts11/22/2014 - 6:50pm
Andrew EisenI bet there's a lovely comedy of errors surrounding that list's journey to the IGDA's page!11/22/2014 - 6:49pm
Andrew EisenAnd the fact that it was curated by some random person on Twitter should have been another.11/22/2014 - 6:48pm
Andrew EisenYep, it's pretty clear that whoever at the IGDA grabbed that list, didn't look at it first. I think the fact that there's over 10,000 names on it should have been a bit of a red flag.11/22/2014 - 6:44pm
Wonderkarppenguin books is on the list. wow.11/22/2014 - 6:43pm
Wonderkarpthats better, though I'd prefer something a little more than a simple tweet, I'll take it.11/22/2014 - 6:37pm
Andrew EisenKate Edwards' Twitter: "like people, tools are imperfect; we've removed it for now."11/22/2014 - 6:35pm
Andrew EisenHard to say with any certainty but it appears it at least understands the tool didn't do what it thought it did.11/22/2014 - 6:34pm
WonderkarpI've yet to find the IGDA responding too the situation other than deleting a link.11/22/2014 - 6:34pm
Matthew WilsonI hope the IGDA understands why its a mistake, that's all I want.11/22/2014 - 6:33pm
Andrew EisenHeh, lawyering up would be grossly overracting! And really silly. Well, if what the IGDA did say was not enough for you, try contacting them and letting them know how you feel.11/22/2014 - 6:31pm
Wonderkarpall I want is an apology from the IGDA. nothing fancy, not even addressed to me. Just something that says, "We messed up. We're Sorry" thats it. Not exactly those words except Sorry. If I was overreacting, I'd be lawyering up.11/22/2014 - 6:29pm
Andrew EisenI get it, I just think you're taking it the wrong way and overreacting.11/22/2014 - 6:27pm
Wonderkarpatleast Matthew understands why I am miffed at that list11/22/2014 - 6:26pm
Andrew EisenMatthew - That I agree with. Linking to that list was silly. Hopefully IGDA will more carefully vet the resources it links to make sure they do what they're supposed to.11/22/2014 - 6:25pm
Andrew EisenNope. No insults.11/22/2014 - 6:21pm
WonderkarpAnd here come the insults. Wanna throw some more?11/22/2014 - 6:18pm
Andrew EisenYou're an English major? Wow.11/22/2014 - 6:16pm
Matthew Wilsonno I am glad they did, but I want this talked about so it does not happen again.11/22/2014 - 6:15pm
 

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