In-game video performance matches CTV benchmarks in 478M impression study
![In-game video performance matches CTV benchmarks in 478M impression study](data:image/svg+xml;charset=utf-8,<svg height="576px" width="1024px" xmlns="http://www.w3.org/2000/svg" version="1.1"/>)
Overwolf Ads partnered with OpenX to demonstrate that in-game advertising can deliver CTV-level video performance at scale. Their collaboration achieved a 98.2% video viewability rate and an 89.2% completion rate across more than 478 million in-game video impressions globally. This partnership aims to provide advertisers with incremental reach in highly engaged gaming environments.
Key Takeaways
- Campaign results across 276 applications showed a 98.2% video viewability rate and 89.2% completion rate
- In-game video outperformed traditional display formats by 412% in engagement metrics during the pilot
- OpenX used its OpenXSelect™ platform to apply real-time, pre-auction intelligence for inventory activation
- Overwolf currently reaches 113 million monthly gamers who spend an average of 60-90 minutes per session
Why It Matters
This data challenges the assumption that scaling video beyond the living room necessitates a drop in quality. By delivering viewability nearly identical to CTV standards, gaming platforms are positioning themselves as a technically viable extension for high-budget programmatic brand buys rather than just performance-oriented experimental spend. For the streaming ecosystem, this suggests that 'lean-in' interactive inventory is becoming a direct competitor for premium video budgets, particularly as CTV inventory costs remain high. Watch for whether this performance holds if OpenX expands the partnership to secondary, less-curated gaming inventory tiers.
Additional Context
The push for gaming to mirror Connected TV (CTV) metrics follows a broader industry trend of supply-side platform (SSP) curation to improve programmatic transparency. Per MarTech360, May 2026, OpenX officially launched its OpenXSelect platform to give agencies more granular control over inventory quality across CTV and web surfaces, claiming it could reduce deal setup times by 50%. This mirrors shifts in the wider market where buyers are moving away from open-exchange commodity buying toward highly vetted, 'premium' supply paths to ensure better brand safety and completion rates. Overwolf has aggressively expanded its data capabilities in 2026 to capitalize on this demand for high-intent audiences. Per Forbes, April 2026, the company introduced 'Gamer Grid,' a proprietary data product that analyzes live PC hardware signals and gameplay duration to allow for deterministic rather than probabilistic targeting. This allows advertisers to distinguish between casual users and 'high-value' gamers who spend over 40 hours a week on the platform. The company's brand partnership revenue reportedly grew 200% year-over-year between 2024 and 2025 as it positioned itself alongside Roblox and Fortnite as a primary destination for user-generated content (UGC) marketing. Broader market forecasts support this shift toward high-performance digital video. According to the IAB 2026 Outlook report, CTV ad spend is projected to grow 13.8% this year, yet buyers are increasingly looking for cross-platform measurement to manage frequency and outcomes. Per Unity, June 2026, recent technical integrations with firms like Samba TV are further bridging the gap, allowing advertisers to sync CTV viewership signals with mobile gaming ad delivery to find 'light TV viewers' who are nonetheless highly engaged on smaller screens.
Read full article at exchangewire.com
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