In today’s world, where user attention is becoming an increasingly valuable resource, Banner advertising in Shorts offers unique opportunities to achieve millions of impressions at minimal cost. The gaming industry, despite its huge audience, still remains an underestimated advertising channel, but new approaches and technologies are changing the rules of the game.
Forget about bloggers: the gaming industry is changing the rules of the advertising market
The gaming industry is experiencing an identity crisis, trying to prove its value as an advertising channel while emphasizing its uniqueness. At the annual IAB Playfronts event, David Cohen, CEO of IAB, noted that new media, such as gaming, require a rethinking of advertising models. However, despite Cohen’s warnings, many technologies presented at Playfronts try to fit gaming into familiar frameworks.
While banner advertising in short videos offers unprecedented opportunities for cheap reach.
Why is gaming advertising still underestimated?
According to Shahar Sorek, CEO of Overwolf, only 2.4% of media budgets are allocated to the gaming industry, although 67% of Americans play video games weekly. This, he says, is “the biggest mismatch between audience attention and media investment today.”
But what if we told you that you can get millions of impressions for pennies, without resorting to expensive influencers?
“This is the biggest mismatch between audience attention and media investment today,” — Shahar Sorek, CEO Overwolf.
New tools for targeting and transparent statistics
To address this problem, Overwolf introduced the In-Game Audience Map – a media planning tool that helps advertisers find their target audience among more than 5000 games. This development is based on Overwolf’s own Gamer Grid platform, which functions like any other audience identification graph.
This allows for transparent statistics and precise campaign setup. Nathan Lindberg, VP of Global Brand Partnerships at Overwolf, emphasized that the ability to target standard IAB ad units within games will help integrate gaming deeper into agency media plans. This opens the way for programmatic video banners and mass reach.
Unique attribution capabilities: not just clicks, but also “hardware”
Overwolf also offers unique attribution capabilities. Since the application runs as an executable on the user’s computer, the company can track hardware connected to the device (headsets, controllers, video cards).
This is invaluable for measuring the effectiveness of peripheral manufacturers’ campaigns. We are talking about real math, where you can test hypotheses for 1000 rubles and get accurate data.
Zynga Ads+: a new era of mobile advertising
Zynga, the mobile publisher owned by Take Two, has launched its own third-party publishing network, Zynga Ads+. It will only admit apps with a rating of 4.5 stars and above in the App Store to its network, promising Brand-safe and high-quality inventory.
This is a direct hint that a native banner in Shorts can be not only cheap but also high-quality.
Interactive advertising: from AMD to your Shorts
IGN, in partnership with Firsthand, created interactive display ad units for AMD’s campaign. For example, if a user reads a game review and then an article about PC building, the ad will suggest they find out if a new AMD graphics card is needed for the game.
Imagine the same non-skippable banner in YouTube Shorts or TikTok Reels, adapted to user interests! This is next-generation overlay advertising.
Rewarded video: from a «joke» to a sales driver
The rewarded video format, long considered a «joke» in the industry, is now gaining momentum. Frank Puma, Managing Director of WPP Media, notes that after platforms like Roblox started using it successfully, buyers’ attitudes changed.
For example, Sam’s Club (a Walmart subsidiary) ran a campaign on Roblox where players received virtual Sam’s Club membership cards for watching videos. The campaign generated 5 million engaged impressions and 1 million virtual card applications, leading to an 18% increase in sales among cardholders and a 6% increase in conversions.
This proves that placing a banner in TikTok or a banner in YouTube Shorts using the rewarded format can be incredibly effective. Learn more about success stories in Shorts.
Frequently Asked Questions
What is banner advertising in short videos?
These are ad banners that appear in short video formats such as YouTube Shorts, TikTok Reels, or Instagram Stories. They can be both static and interactive, offering massive reach for pennies.
How to get CPM cheaper than 50 rubles?
By using programmatic platforms and auto-placement on hundreds of videos, the cost per thousand impressions can be significantly reduced. Focusing on less competitive but high-volume formats, such as a banner in YouTube Shorts, allows achieving such CPM.
Can you buy reach without creating a video?
Yes, that’s exactly what banner advertising in video is for. You don’t need to shoot expensive videos; it’s enough to create an effective banner that will be integrated into existing content. This is an ideal option for promoting mobile applications or advertising crypto projects.
What are the advantages of banner advertising in Shorts compared to influencers?
- CPM cheaper than 50 rubles: significantly lower than the cost of integration with bloggers.
- Transparent statistics: accurate data on impressions, clicks, and conversions.
- Test hypotheses for 1000 rubles: ability to quickly test different creatives with minimal costs.
- Don’t pay the influencer: savings on fees and no dependence on their reputation.
- Mass reach: you can buy reach in any volume, not limited to the audience of one blogger.
How to start using banner advertising in short videos?
Contact media planning specialists or use platforms for programmatic video banners. Start with a small budget to test hypotheses and optimize campaigns for maximum effectiveness. Start your campaign today!
Conclusion: your path to mass reach for pennies
The gaming industry and short video formats such as Shorts, Reels, and TikTok offer unique opportunities for advertisers who are willing to think outside the box. Forget about old models and expensive influencers. With banner advertising in Shorts, you can get mass reach for pennies, using precise targeting tools and transparent statistics.
Start buying reach without creating a video today and see the effectiveness of this channel. Don’t miss the chance to order banner advertising and become a leader in your niche. This is not just a trend, it’s a new reality of effective marketing.
