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A new research study conducted by Nielsen BASES andNielsen Games on behalf of IGA Worldwide finds that in-game ads providebrands a measured lift in overall consumer awareness and opinion.
Nielsentested multiple variables with multiple brands across multiple games -as opposed to just a single brand in a single game. The companysurveyed over 1,300 PC gaming participants in their homes by linkingIGA's proprietary measurement software with research trackers embeddedwithin sample game discs.
Participating brand advertisersincluded Taco Bell, Jeep and Wrigley, and game titles were provided byElectronic Arts and Activision.
The study found that 82per cent of consumers felt that games were just as enjoyable with adsas without. In addition, there was an average 61 per cent increase inconsumers' favorable opinions of products advertised in-game post-play.
Thestudy also found that there is an average 44 per cent increase inpost-game aided recall from pre-awareness and that the games increasedpositive brand attribute association 33 per cent across all brands.
Over70 per cent of consumers who were most opinionated about in-game adsfelt the ads made them feel better about the brand, feel more favorabletoward the brand, make them more interested in the brand, and believethe ads are for innovative/cutting edge brands.
Over 60 per centof that group felt the ads caught their attention, made games morerealistic, did not interrupt the game experience and were promotingrelevant products.
"With young adults now spending on average 6hours a week gaming, advertisers should be excited at how well theirmessages were embraced and the brands positively perceived," saidJustin Townsend, CEO of IGA Worldwide.
"The consumer insightswe've gleaned from this data will help drive the industry' firstresearch-based in-game advertising measurement standards as well asstrengthen IGA's position as an effective in-game ad network brands cantrust to efficiently deliver their message to target audiences."
Quote:
In-gamead exposures with a duration over 2 seconds, as they are measured inIGA's in-game ad methodology, generate on average an almost 30 per centincrease in key ad metrics, including ad noticeability +100 per cent,recall +42 per cent, and fit +27 per cent versus ad exposures with aduration of less than 1 second.
"This study offers proof thatdynamic in-game advertising is an influential digital ad medium," saidDave Anderson, a senior director of business development for Activision.
"Justas important to us is how users react to the ads. From the research itis clear that the overwhelming majority of consumers enjoyed the gamingexperience just as much, if not more, with dynamic ads present.
"As game publishers, it is reassuring to know advertisers and consumers both stand to benefit from dynamic ads."
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