The attention advantage

Australia's first comprehensive gaming attention benchmark reveals that gaming advertising delivers 20 times more engagement for just 5% of typical media budgets. This groundbreaking research, conducted by iion, analysed over 50 gaming campaigns across Australian mobile and tablet environments.

Key findings include:

• Gaming attention costs $1.33-2.64 per hour vs digital display/video at $6.20-15.50
• Gaming ads deliver 10-22 seconds of attention vs 1-5 seconds for traditional digital - Strategic format-genre combinations create up to 57% attention uplifts
• Gaming banners provide 95% passive attention - crucial for brand building

The research includes a comprehensive case study from Menulog, demonstrating real-world results:

• +788% engagement lift, +76% active attention increase, and 99.89% viewability through strategic gaming placements. T

This benchmark report provides Australian marketers with local data to make informed gaming media decisions.

The study reveals that strategic portfolio management through format-genre intelligence offers brands a privacy-compliant, high-precision approach to media planning. As validated by IAB Australia Chair Gai Le Roy: "High attention, when achieved, offers marketers the potential to drive disproportionate impact from their investment."