In-app and in-game advertising has rapidly grown into a cornerstone of modern marketing. It’s a high-engagement space where brands can connect with audiences in immersive environments, from mobile games to PC and console experiences. Through programmatic platforms like The Trade Desk (TTD), advertisers can now activate these opportunities at scale with precision, targeting, and measurable results.

‍

Why In-Game and In-App Advertising Matters

Gaming has exploded across the U.S., offering a prime environment for advertisers:

• 190M U.S. adults play video games weekly
• $57.2B U.S. gaming revenue in 2023
• 78% play on mobile, 47% on PC, 43% on consoles
• Gamers spend 34% more time with digital media than the average internet user¹

Whether players are seeking skills, community, or escape, gaming provides advertisers with a unique opportunity to engage with audiences deeply and authentically.

Programmatic in-app and in-game advertising allows brands to influence the game environment itself or reach gamers around the gameplay experience - on streaming platforms, through esports, or via influencer content.

‍

Intrinsic In-Game Ads: Seamless, High-Impact Branding

Intrinsic ads (those that modify the environment of a game) offer high visibility without disrupting gameplay. These can include:

• Billboards or stadium banners within a game
• Custom skins or branded in-game objects
• Mini-game takeovers or interactive experiences that mirror the advertised game

Other formats complement intrinsic ads, including:

• Interstitials: Short, full-screen ads during natural game breaks, often with a call-to-action end card
• Pre-rolls: Video ads tied to in-app purchases, offering players small incentives in exchange for engagement

These formats allow advertisers to reach gamers across the funnel (from awareness to consideration) while maintaining a brand-safe, enjoyable experience.

‍

Programmatic Access Through The Trade Desk

Programmatic platforms like The Trade Desk make it easier to activate in-app and in-game inventory across multiple vendors like Anzu, Frameplay, and Biostack, providing:

• Precision targeting: Over 60,000 audience segments across 180+ countries
• Measurement and attribution: Viewability, attention, brand lift, and conversion tracking
• Privacy-first capabilities: Contextual and identity-based solutions that don’t rely on cookies

By integrating with these vendors, brands can tap into highly viewable, non-intrusive, and engaging ad formats across mobile and PC platforms.

‍

Why This Matters for Brands

• Scalable, measurable campaigns: Programmatic buying meets immersive experiences
• High attention, low fraud: Gaming ads have near-perfect viewability and strong engagement metrics²
• Full-funnel impact: Supports awareness, consideration, and purchase intent
• Future-proofed for privacy: In-app and in-game formats are inherently privacy-friendly

‍

Looking Ahead: The Future of Gaming

The programmatic in-app and in-game ecosystem continues to grow, offering brands the ability to:

• Expand targeting and measurement capabilities
• Leverage integrations with top vendors
• Deliver immersive, brand-safe experiences
• Scale across diverse game titles and genres

‍

Mogl clients benefit from these advancements via The Trade Desk - unlocking immersive campaigns that not only reach gamers, but perform. Want to learn more? Contact our team today.

‍

Sources

1. ESA, Essential Facts 2024‍
2. GWI 1H 2024, Time Spent with Digital Media