Not all in-game ads are equal

In-game ads represent an ideal opportunity for marketers to reach millions of users, especially those in the tough-to-target 18-34 year old age group. However, results of a new study show that not all in-game ads are as effective at grabbing attention as those that are placed on the "primary camera plane".

by Helen Leggatt

In-game advertising is forecast to grow 1,150 percent in the next five years, from $77.7 in 2006 to $971.3 million by 2011, according to recent research by the Yankee Group. In addition, comScore puts the number of online gamers at almost 220 million.

It’s not surprising, therefore, that more and more attention is being paid to the measurement and effectiveness of in-game ad placement.

double%20fusion%20logo.gif A recent study, carried out by Interpret for DoubleFusion, found that three-quarters of gamers engage with at least one ad per minute across most, but not all, game genres. Eighty-one percent engage at least every other minute.

The study involved eye-tracking to identify the most eye-balled parts of the screen. Ads placed at eye-level, or “primary camera plane", were found to be more effective than larger, billboard-type ads displayed in other areas of the screen.

"Larger ads do better than smaller ads, but it's more important to be on that plane," said Jonathan Epstein, president and CEO of Double Fusion.

Marketers can obtain a full copy of the study by emailing pr@doublefusion.com

Tags: ad placement, in-game advertising, Yankee Group

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