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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PHX Corphad there been a sonic 4 episode 3, I would Buy it on Steam, Xbox 360 and PS3 right away07/05/2015 - 10:10pm
Andrew EisenWell, what if Konami released MGS 5 with a mandatory $60 plastic peripheral? Do you think that would help?07/05/2015 - 8:09pm
MattsworknameI dont think so, I think that between the lose of iga, kojima, and so forth, i think MGS 5 will be less succesfull then they think, and tha will spell there end.07/05/2015 - 7:08pm
Andrew EisenI'm sure the Metal Gear micro-transactions will keep 'em afloat!07/05/2015 - 6:58pm
MattsworknameKonami is dying, slowly, surely, inevitably. Capcom is in the same situation, and I think that if they don't get there respective acts together, there going to pull a thq and sell off all there IP.07/05/2015 - 6:51pm
Andrew EisenHowever, if you have a gaming PC and like PC gaming, the Wii U is arguably the best console you could get (unless you just don't care for Nintendo's games, of course).07/05/2015 - 6:07pm
Andrew EisenAnyway, if the Wii U is your only gaming platform, yeah, you're missing out on a ton of great stuff.07/05/2015 - 6:06pm
Andrew EisenMatthew is referring to my latest video, if anyone's wondering. https://www.youtube.com/watch?v=FkuL1UVHYJA07/05/2015 - 6:00pm
Matthew Wilson@AE the wiiu may have the best exclusives among consoles, but lack of third party support kills it. now if we want to play the exclusives game, the pc wins, not just in numbers,but some of the best games I have played.07/05/2015 - 5:53pm
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Andrew EisenImagine if Nintendo started charging for the Super Guide feature it has in some of it's games. That's what the MGS microtransactions sound like to me.07/05/2015 - 12:36pm
PHX Corphttp://www.gamesradar.com/konami-mgs-5s-microtransactions-and-future-franchise/ Konami explains MGS 5's microtransactions & what happens after Koj07/05/2015 - 12:21pm
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InfophileI know the ZE series was in the red in Japan, but international series boosted it to profitability. That may not mean it's more profitable in the west, but it does mean ZE3 wouldn't exist without the western market.07/04/2015 - 7:54am
Consterwhy aren't "Video game players" an option on the poll? :P07/04/2015 - 5:19am
Andrew EisenThat was quick! Pretty accurate cosplay of the new Ghostbuster uniform and proton pack: https://twitter.com/mirabellemusing/status/61673135125394227207/03/2015 - 6:23pm
Matthew Wilson@mast I dont know, but I do know it got a cult fallowing here.07/03/2015 - 6:22pm
MastermuneWasn't the Zero Escape series more popular here than in Japan?07/03/2015 - 6:19pm
 

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