In-game ads have a positive impact on metrics like brand familiarity, ad recall and ad rating – even increasing purchase consideration by an average of 41%, according to a new report from Microsoft’s Massive.
Conducted by Nielsen Entertainment, the study surveyed more than 600 Xbox 360 and PC players of Electronic Arts’
Need for Speed Carbon in the US.
The study was executed with clients across several major advertising categories, including automotive, consumer packaged goods (CPG), quick service restaurant (QSR) and technology tools.
Gamers were separated into test and control groups based on exposure to various ads, and then asked questions with answers on a 5-point scale (5 being most positive and 1 being most negative).
On average, in-game ads were found to significantly impact metrics that affect marketers overall, increasing brand familiarity by 64%, brand rating by 37%, ad recall by 41%, and ad rating by 69%.
Cory Van Arsdale, CEO of Massive, said: “The results of this research prove what we’ve seen in more limited studies over the past three years.
“As marketers struggle to stand out in cluttered media forms, the Massive network provides both a deeply engaged audience and sophisticated capabilities for creative execution and delivery, resulting in memorable, positive impressions among highly desirable demographics.”
A recent study from Double Fusion and Interpret found that 75% of gamers engage with at least one ad per minute across most, but not all, video-game types (see Gamers Engaging With In-Game Ads).
The Yankee Group said that by 2011, worldwide in-game advertising expenditures (fixed product placement/static ads and dynamic ads) will grow to $971.3 million (see In-Game Ad Market Growing At Exponential Rate).
Related Links
