Dynamic advertising in video games has a considerable impact on brand awareness according to new research.
A joint study between Neilson BASES and Nielson Games on the behalf of IGA Worldwide called the “Consumers’ Experience with In-Game Content & Brand Impact of In-Game Advertising Study”, found that the integration of dynamic advertising in video games will provide advertisers a measured lift in overall consumer awareness and attitude toward their brands.
82 percent of consumers either had no problem with ads placed in games or were not particularly fussed if ads were included or not. 62 percent, however found games more pleasurable if they contained advertising, as it heightens the gaming experience, is not interruptive to the game play and promotes relevant products to them at the same time.
With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived
- Justin Townsend , CEO of IGA WorldwideA diverse range of factors were studied under the research including manifold variables against a range of brands across multiple games. Over 1300 PC gamers were assessed via IGA’s measurement software with research trackers embedded within sample games.
The game titles were supplied by Electronic Arts and Activision and the participating brands included Taco Bell, Jeep and Wrigley.
The study revealed that 2 second ads, generated on average 30 percent higher ad metrics – ‘perceptibility’ increased 100 percent, ‘recall’ went up by 42 percent, as well as ‘fit’ rising 27 percent compared to a one second ad.
The growth of in-game advertising, both current and projected, makes it an attractive medium for brands looking to reach hard-to-reach consumers. This study solidifies what many in the industry have known for a long time: in-game ads are effective and well-received by the gaming community. - Elizabeth Harz , Senior Vice President of Global Media Sales at EAIn addition, an average of 61 percent held positive opinions after products were advertised in the games post-play. Over 70 percent of users also felt more favorable toward the ad as it was thought upon as more cutting edge and innovative as brand because it was in a video game.
The astounding video game box office gross for Grand Theft Auto IV ($500 million) and Halo ($300 million) has no doubt cemented it as the fastest growing entertainment industry, so it is of no surprise that eMarkerter has predicted in-game advertising to grow to $2 billion global industry by 2012. Advertisers are taking advantage of this area to pinpoint their desired audiences.
