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.”