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."
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