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BizReport : Advertising : June 18, 2008


Report: In-game ads increase product perception

Here is one really good reason to try out in-game advertising: in-game ads increase the positive perception of a brand. According to a recent report from Nielsen and IGA Worldwide, brand perception increases 61% after seeing an ad in-game.

by Kristina Knight

IGA and Nielsen surveyed 1300 gamers who were exposed to ads served by IGA. The brands shown included Taco Bell, Jeep and Wrigley. Researchers found that after seeing an ad in-game, gamers had more favorable opinions of the brands seen in the game (61%) and also increased their brand recall (44% increase).

For marketers this is an indication that the right ad in the right game could have unbeatable response from the consumer base.

Most in-game ads are simply display ads, but marketers don't have to think of them as "just" display ads. These in-game billboards are shown for a minimum of 2 seconds; if not the ad impression doesn't count. If you think about that, it is at least the same time frame as a billboard seen in the real world except for one thing: the consumer playing a game is more engaged in that reality than consumers driving along the highway.

IGA's research shows that 2-second ads shown in-game increased how noticed the ads were by 100% over ads shown for only 1 second; brand recall increased 42% for these quick ads.






Tags: game advertising, gamers, in-game ads








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