{"id":9060,"date":"2025-11-29T01:18:46","date_gmt":"2025-11-29T06:18:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/11\/29\/iab-framework-shows-advertisers-still-struggle-to-get-gaming\/"},"modified":"2025-12-11T14:26:19","modified_gmt":"2025-12-11T19:26:19","slug":"iab-framework-shows-advertisers-still-struggle-to-get-gaming","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/iab-framework-shows-advertisers-still-struggle-to-get-gaming\/9060\/","title":{"rendered":"IAB Framework Shows Advertisers Still Struggle to Get Gaming"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Yuriy Yarovoy, SVP, Revenue of Medal<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just like with social media and the internet before it,\u00a0brands realize that the opportunity to be an early-mover in gaming is long gone \u2013 and it\u2019s causing late adopters to scramble.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gaming isn&#8217;t just a category to consider, it&#8217;s a cultural phenomenon that intersects with fashion, music, film, and more. The good news is it&#8217;s not too late &#8211; brands can show up authentically with custom in game experiences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To help brands better understand the value of the gaming audience, the Interactive Advertising Bureau (IAB) issued a new framework outlining how to measure the impact of engaging gamers. But what some see as bold and declarative is still off-base to those who spend the most time in the space.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The ethos of the IAB\u2019s framework \u2013 lowering the barrier of entry for brands leveraging gaming and using standardization to help them advocate for strong results \u2013 is commendable. But it also has its limits.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The fundamental flaw lies in the framework&#8217;s reliance on impression-based metrics. Impressions, while a comfortable and familiar currency for traditional media, are predicated on interruptions and passive consumption. Fans glance at a billboard while driving or listening to a TV ad while scrolling on their phone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gaming is not passive consumption, though. In fact, gaming isn\u2019t even a vertical \u2013\u00a0but rather a lens that young consumers use to engage with music, sports, fashion, and more. The gaming audience listens to their favorite music in Fortnite, buys clothing tied to their favorite gaming IP, and plays as their favorite NFL teams in Madden.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gamers are fully immersed in these experiences, sometimes for hours on end. The average gamer spends 12 hours a week playing. On Medal \u2013 the largest platform for gamers to clip, save, and share their in-game moments with others \u2013 users spend upwards of 23 hours a week in-game, surpassing time spent listening to music, streaming shows or movies, and browsing social media combined.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This audience spends fleeting moments listening to or watching traditional ads \u2013 or seconds of time that translate to one, hard-earned impression.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But when it comes to gaming \u2013 where highly-engaged consumers are spending time with each other most \u2013 30 minutes, an hour, or even more of sustained engagement is chalked up to\u2026 one impression under IAB\u2019s framework. Gaming is attention at scale, and chalking hours of engagement up to a single impression leaves a lot of value off the table.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another place the IAB falls short in gaming is with \u201cauthenticity.\u201d Despite being an advertising buzzword for the past decade, the brands embracing a traditional metric-driven mindset in gaming in 2025 are leaving authenticity behind.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When brands activate in gaming, they have two options. First, they can slot their brand into a pre-existing framework \u2013\u00a0think in-game popups, banner ads, rewarded video, and branded assets. It\u2019s quick, easy, and an extension of advertising in the real world. But that\u2019s the opposite of what works with gamers, despite satisfying a demand for flashy, standardized KPIs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When intrusive, out-of-place ads break gamers\u2019 immersion, they have a visceral reaction towards the advertiser. However, brands prioritizing building fun, engaging, fan-centric content first and branding it later reap the rewards of an audience that is more brand loyal and puts their money where their mouth is. It\u2019s why we\u2019re <a href=\"https:\/\/digiday.com\/media\/roblox-courts-advertisers-with-fresh-data-on-its-ad-effectiveness\/\">seeing<\/a> Roblox users 100% more likely to recall an advertiser they see in-game.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But IAB\u2019s framework doesn\u2019t just fall short in-game \u2013 it falls short <em>around<\/em> games.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The \u201chidden\u201d 90% of influence in gaming exists beyond gameplay \u2013 in peer-to-peer networks and digital communities where everyday gamers act as creators by sharing in-game moments with others. Let\u2019s put it in a framework traditional advertisers will understand best.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A print media pass-along rate \u2013 or the amplification a magazine or newspaper gets when a reader physically shares it with another reader \u2013 estimates that each impression is amplified by an additional 2.5 readers. Yes, that\u2019s right: apparently we\u2019re still giving weight to print metrics in 2025. But, hear me out.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In gaming, that figure is far greater. Users share gaming content with tight-knit group chats or communities with hundreds or thousands of other users, which is a magnitude of amplification these archaic metrics don\u2019t account for.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Disparities like this don\u2019t just prove advertisers can\u2019t effectively measure ad spend in gaming. Instead, it highlights how big of a disconnect there is between bodies like the IAB \u2013 and the marketers following their framework \u2013 and the reality of how today\u2019s young consumers are playing, creating, and sharing gaming content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By focusing on a one-size-fits-all approach, the IAB framework fails to appreciate the unique nuances of gaming \u2013\u00a0nuances that offer persistent engagement and stronger potential brand loyalty.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s not the IAB\u2019s fault. As more and more advertisers start to see gaming as a lens, rather than a vertical, and embrace the nuance that comes with it, they\u2019ll engage gaming with the right framing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that boils down to the industry asking itself one question: Not <em>if<\/em> you\u2019re showing up in gaming, but <em>how<\/em> you\u2019re showing up.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gaming isn&#8217;t just a category to consider, it&#8217;s a cultural phenomenon that intersects with fashion, music, film, and more. The good news is it&#8217;s not too late &#8211; brands can show up authentically with custom in game experiences.<\/p>\n","protected":false},"author":7,"featured_media":9061,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[8],"topics":[2],"class_list":["post-9060","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAB Framework Shows Advertisers Still Struggle to Get Gaming | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/iab-framework-shows-advertisers-still-struggle-to-get-gaming\/9060\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAB Framework Shows Advertisers Still Struggle to Get Gaming\" \/>\n<meta property=\"og:description\" content=\"Gaming isn&#039;t just a category to consider, it&#039;s a cultural phenomenon that intersects with fashion, music, film, and more. 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