Performance Of In-Game Ads Skyrockets
Massive, a subsidiary of Microsoft recently partnered with Nielsen Entertainment to conduct a survey of 600 Xbox 360 and PC game players to assess the impact of in-game ads. The survey showed that there was an increase in ad recall and rating as well as brand familiarity. Purchase consideration went up by an average of 41%.
The gamers were put into test and control groups and then exposed to ads and which they were asked to rate. The results show that brand rating went up by 37%; brand familiarity went up by 64%, ad rating by 69% and ad recall by 41%.
Automotive and Consumer Packaged Goods (CPG) ads had the highest results in purchase consideration. All components of the creative factored in this success.
Alison Lange, marketing director for Massive sees these results as a positive flag for the company as well as the in-game industry. She said, “Our newer clients are surprised and excited to see this kind of media investment deliver these results. We’re glad to be broadening the scope—and to see in-game ads gain traction across the board.”
Article Sponsor
More News
Spotlight
Turn VP: Ad Network Shakeout “Inevitable”ADOTAS EXCLUSIVE – Turn bills itself as the world’s first Smart Market for online advertising. Turn’s VP of product and [...] more...
Latest News
- Yahoo Sells Off Shopping Site at Discount November 21st 2008
- Paper-Loving Paramount Goes Digi November 21st 2008
- Google Personalizes Search Results November 21st 2008
- Verizon Staff Hacked Into Old Obama Account November 21st 2008
- IAB: Q3 Raked in $5.9B November 21st 2008
- Ad Spend Forecast Down Overall, Online Safe for Now November 20th 2008
- Will Bandwidth Limits Kill the Video Ad? November 20th 2008
- Yahoo To Power T-Mobile Portal November 20th 2008
Features
- Holiday Hootenanny: Win the Ad WAR November 20th 2008
- When Boomers, Gen Y Collide November 20th 2008
- How Google Is Jeopardizing Search Biz November 19th 2008
- Click Fraud To Shape Ad Decisions in 2009 November 18th 2008
- Got Game Ads? Why You Need Them NOW November 17th 2008
Reader Favorites
Classifieds
Most Commented
- Targeting Is the Ad Network "Killer App" (7)
- Study: Blogs Beat Social Networks on Purchase Influence (5)
- Vengence is Mine Saith Ballmer (4)
- Marketing Secrets of an Online “Lurker” (3)
- Self-Serve Ad Exchange: This Century's Strowger Switch? (3)
- Federal Bailout Proposed for Online Ad Industry (3)
- What Obama's Win Means for Advertisers (3)
- The Coming eRevolution in Online Marketing (2)
