Abstract
This IDC study analyzes the advertising market for U.S. online PC games. Brand
advertisers have treated online PC games as an experimental medium, but IDC
believes advertisers will spend more on this medium over the next few years as
the return on investment (ROI) is proven. IDC forecasts that the U.S. online PC
games advertising market will grow from $712 million in 2007 to $2.3 billion in
2012, at a CAGR of 26.8%. This document segments online PC game advertising
revenue by the following three major ad categories: around-game ads, in-game
ads, and advergames. It further compares the year-over-year growth rates for
online PC games advertising with those projected for social networking services
(SNSs).
"Online PC games offer advertisers an environment that is interactive,
immersive, and for the most part brand safe. Our surveys show that online PC
games reach a broad online demographic that is typically more active and spends
more time online than other Internet users," says Caroline Dangson, IDC' s New
Media and Entertainment research analyst. "For this reason, we expect U.S.
advertisers to spend more on this medium going forward. By 2010, IDC forecasts
higher growth rates for U.S. online PC games advertising spend than U.S. social
networking services and this trend will continue through 2012."
Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Situation Overview
- Future Outlook
- Forecast and Assumptions
- Table: Key Forecast Assumptions for the U.S. Online PC Games Advertising Market, 2008-2012
- Online PC Games Advertising Revenue
- Table: U.S. Online PC Games Advertising Revenue, 2005-2012 ($B)
- Figure: U.S. Online PC Games Advertising Revenue, 2005-2012
- Internet Advertising: Online PC Games Versus SNS
- Table: U.S. Online Advertising Revenue for Online PC Games and Social Networking Services, 2007-2012 ($B)
- Figure: U.S. Online Advertising Revenue Growth for Online PC Games and Social Networking Services, 2008-2012
- Online PC Games Ad Categories
- Table: U.S. Online PC Games Advertising Revenue by Category, 2005-2012 ($B)
- Figure: U.S. Online PC Gaming Advertising Revenue by Category, 2005-2012
- Online In-Game Ads
- Online Around-Game Ads
- Online Advergames
- Market Context
- Table: U.S. Online PC Games Advertising Revenue, 2005-2012: Comparison of 2006 and 2008 Forecasts
- Figure: U.S. Online PC Games Advertising Revenue, 2005-2012: Comparison of 2006 and 2008 Forecasts
- Essential Guidance
- Advertisers
- Online PC Game Developers
- Online PC Games Publishers
- Learn More
- Related Research
- Definitions
- Synopsis
| 
