Online gaming tops TV in ad effectiveness
ADOTAS — As marketers and advertisers decide on where to spend their money, they might want to check out the casual gaming industry.
In some interesting preliminary data, advertising inside casual games prompted a 48 percent increase in brand awareness, with 61 percent increase in brand awareness with multiple game plays. (Recent studies show that television advertising provides a 9.8 percent brand uplift; Radio 8-10 percent uplift; and Banner CTR have declined to less than .20 percent.) Being conducted by NeoEdge Networks, a casual gaming ad shop, along with advertiser Zappos.com, the new study’s initial results show that 80 percent correctly identified Zappos.com as the advertiser who allowed them to play the game for free.
“If you are looking for engagement, efficiencies and high return on investment online video advertising in casual games delivers all three,” said Ty Levine, NeoEdge VP of Marketing. “From the pre-survey to the actual Zappos advertising, we saw a 5x increase in unaided brand awareness where a game included a zappos.com ad in pre, mid and post-roll slots, and that’s one brand immersion in the game.”
The study, which will conclude March 31, surveyed casual game players across the NeoEdge Network after game play. The goal was to determine both the value of online video advertising inside of casual games and the most efficient use of video advertising in casual games.
Gamers saw one of ten different online video advertising scenarios, which varied number of ads seen, frequency of ads and additional ad products. Over 2,000 consumers participated in the research study and over 1 million ad impressions were used to conduct the comprehensive research.
Online casual games demographics include 70 percent female, between 25-54, who spend an average of 44 minutes per session and play multiple sessions each week.
– Express your opinion, comment below.
Reader Comments.
The headline should read:
“Online gaming tops TV in ad effectiveness among surveyed casual game players across the NeoEdge Network after game play”
Which is not exactly the same thing as “Online gaming tops TV in ad effectiveness”, is it? Sheesh.
Oldster,
Really? Casual gamers don’t watch TV, the dominant viewing medium by far?
You can certainly question the sponsors of the study, but the advertisers know best. You can only hide from them for so long.
Considering that Zappos was a participant in the study, you would need for them to be included in your skepticism
Advergames and promotions are becoming the most effective channels for marketer to engage consumers. This is an interesting presentation on how advergames & promotions are the future of interactive marketing.
http://promotions2.com/2009/promotions-20-the-future-of-interactive-marketing/
Why is banner CTR quoted in this context? Why would a direct response metric be used for online and awareness for others? Feel like we just jumped back to 1997.
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