games & gaming

The ARF Immersive Advertising Study
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The ARF Immersive Advertising Study

What attitudes do advertisers currently have about virtual reality (VR), augmented reality (AR) and the metaverse? This is an important question, since according to one report by Snap, nearly 75% of the world’s population (and almost all of those using social communications apps right now) are expected to be frequent VR users. A new ARF study, using data from The Advertiser Perceptions Ad Pros proprietary community, gives us a much fuller understanding of advertisers’ attitudes and behaviors toward these nascent technologies.

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The Use of AR/VR and Meta in Advertising

  • Posted: March 30, 2023

During a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.

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Can Bad Guys Sell Good Products?

  • Posted: February 1, 2023

A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »

Mobile Traffic Driver

  • Posted: January 5, 2023

A global analysis shows that video, with its high bandwidth demand, dominates mobile traffic. In 2023 it most likely will make up more than half of downstream internet traffic. Read more »

Video Games, Livestreams, and Community: Understanding the Experiences of Diverse Gamers

Video Games, Livestreams, and Community: Understanding the Experiences of Diverse Gamers

On September 13, 2022, experts from Twitch, sparks & honey and MediaCom U.S. discussed the triumphs and challenges diverse communities in gaming are facing today. Although diversity in gaming has seen improvements in recent years, there is still work to be done. This event explored the role advertisers can play in making gaming and livestreaming even more inclusive. Panelists shared what brands can do to make a meaningful impact.

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Streaming Ad Problems

  • Posted: June 16, 2022

Some ads play on streaming services even when the TV is off because of a lack of communication between TV sets and streaming devices. It causes an estimated waste of over $1 billion in ad dollars.

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Video Game Growth

  • Posted: June 2, 2022

According to Newzoo, the video game market will generate $203.1 billion in revenue worldwide in 2022. Meanwhile, the wave of consolidation in the video game market is likely to continue.

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