Game advertising platform iion has held a pair of exclusive roundtables at the 2024 Cannes Lions International Festival of Creativity.
The first, moderated by IAB US EVP and CMO Carryl Pierre-Drews, looked at effective measurement and outcomes for in-game advertising and immersive virtual worlds.
The attendees, which included Amplified Intelligence founder and CEO Karen Nelson-Field, Odeeo commercial director Rohan Premnath, Tapnation CMO Vincent Fevrier and Dubit CCO Andrew Douthwaite, explored factors driving gaming mainstream, its appeal across tech, social, and entertainment sectors, and how different planning and buying methods influence this trend.
The group also examined the attention economy in gaming, focusing on how games uniquely capture and retain player attention, as well as uncovering best practices for measuring the success of in-game advertisements, ensuring they resonate with players and deliver tangible results for brands.
The first roundtable of the week served as a platform for iion CCO Yun Yip to announce the global launch of iion’s self-serve capability for immersive game experiences inside 3D worlds like Roblox and Fortnite.
The second roundtable featured a focus on attention metrics, going beyond the surface of time-in-view.
This discussion also explored the culture and community of the gaming community, the hurdles brands encounter, and innovative strategies for in-game advertising. The attendees also touched on programmatic advertising, retail media, and the potential for non-endemic brands in the gaming space.
The second day's roundtable featured Yip; Drews; Douthwaite; Amplified Intelligence's senior manager of revenue operations, Daniel Lyas; Enthusiast Gaming's EVP of brand solutions, Amanda Rubin; AdinMo CEO and co-founder, Kristan Rivers; Dentsu's chief growth and innovation officer for Asia Pacific, Dominic Powers; and PHD's global client partner, Melissa Cosentini.
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