iion's groundbreaking research is Australia's first comprehensive gaming attention benchmark, analysing over 50 gaming campaigns across 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."
Posted on: Tuesday 18 November 2025