Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Brands and agencies have embraced gaming as a means of tapping into a broad, diverse audience. A new ironSource and Digiday survey of 172 brands and agencies and 344 consumers who play in-app mobile games finds that 70% of marketers are allocating their digital marketing budget to mobile in-game ads, or plan to start this year.
In the infographic below, you’ll find highlights from the survey. Our research finds that while buyers have evolved their perception of gamers, diverse mobile game audiences have greater expectations of the ads they’re shown.
More from Digiday
Overheard in the Media Agency Report: How Assembly, IPG, Horizon and others use AI and will spend on ads in 2026
In this is behind-the-scenes look at Digiday’s 2025 Media Agency Report, ad execs discuss how the GDP and international sports could impact 2026 spend and how agencies and their clients are actually applying AI tools.
Instacart tripled its smart cart store count this year
Instacart’s smart carts are in triple the number of stores this year than they were in 2024, the company told Modern Retail.
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.