81% Of Gamers Exposed
A new study by Interpret, commissioned by Double Fusion is showing that ads are an accepted omnipresent part of the whole gaming experience.
The industry standard counts a collective 10-second exposure as an impression, however the study came up with surprising results that prove a ½-second exposure is “sufficient for a gamer to notice an in-game ad,” according to the report.
81% of gamers are exposed to at least one ad impression every other minute, and 75% will be exposed to ads at the rate of at least one a minute. Other findings show that game users notice and accept ads as a natural presence, and are receptive to brands that may have nothing to do with the content of the game. President and CEO of Double Fusion, Jonathan Epstein stated, “Ads from relevant brands to the demographic do convey a sense of trust and compel the desire for further information and purchasing intent.”
He continued, “Larger ads do better than smaller ads, but it’s more important to be on that plane.” EyeTracking Inc. conducted a piece of the full study that demonstrated that executions are more successful when there is less ad clutter. The highest level of visibility closer towards the viewing area. Double Fusion classifies eye level as prime real estate for ads.
The study was conducted in two phases of research. The ultimate goal is to offer relevant information to advertisers in order to assist them and game publishers to optimize in-game ad placements.
With the in-game market projected to reach the multi-billion dollar range, Epstein would like media buyers to consider gaming as an incorporated part of the market.
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