A collaboration between the advertising platform Anzu and the cybersecurity firm CHEQ revealed in-game ads outperform traditional banner ads by 23%.

  • In December 2019, 408,000 unique users were exposed to ads in 20 diverse games using geo and real-time targeting.
  • CHEQ reported that over 80% of players targeted saw 95% of in-game ads for at least two seconds, but only 65% players viewed banner ads for at least the same duration.
  • This verification allows advertisers to measure whether ads are viewed head-on or at an angle, and if ads are obscured by surrounding objects.

Full WARC article

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