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.
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- How Social Targeting Can Lead to Discovery February 7th 2012
- Video: “The Future of Engagement” Looks at Audi’s #solongvampires Campaign February 7th 2012
- Three Best Practices for Increasing Subscriber Engagement February 7th 2012
- Reaching the Multi-Tasker in 2012 February 6th 2012
- Fuel Social Conversation with Web Content February 6th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Tuesday, February 7 | Duncan/Day Advertising: [...] Messages Ever Work Online? [Econsultancy] 39% of Mobile Users Responded to Super Bowl Ads
- Influencing the Influencers – Joining the Circle of Trust | | SpongecellSpongecell: [...] We must admit, we love talking about interactive marketing, and we jump at the
- Dave Young: You're absolutely correct. However, it can be tough for the smaller brands to generate the
- Cory Grassell: Interesting research that aligns well with recent data that Twitter set an all-time record for
