In-game ads are not only noticed by players but also positively influence their intent to buy, according to a Double Fusion study conducted by new-media research firm Interpret LLC, which analyze advertising impact across 36 dynamic and integrated in-game and around-game ad placements across 10 top-selling games in a variety of genres.
Some of the key findings from study, which used qualitative and quantitative methods and biometric testing:
- 75% of gamers engage with at least one ad per minute across most, but not all, game types; 81% of gamers engage at least every other minute.
- Less-cluttered ads are three times as effective at garnering gamer notice than ads that are either cluttered or within cluttered environments.
- While both contribute positively to ad engagement, placement of the ad in the primary camera plane (eye-level) is more important than large-size ads.
- Not all ads are created equal: dynamic billboards, around-game interstitials, sponsorships, and interactive product placements all offer different levels of user engagement and pervasiveness in the game.
Another finding is the importance of relevance to the audience – including brand relevance and ad creative – as well as creative relevance to the game in the case of in-game elements, Double Fusion said.
“While we’ve demonstrated many times the specific impact of individual ad campaigns, this is the first study which looks at the medium across a wide range of titles and ad formats. By understanding what drives advertising efficacy and engagement, and how to optimize it, we provide meaningful ammunition for advertising executives to justify their investment in the videogames medium,” said Jonathan Epstein, president and CEO of Double Fusion.
The research tested and determined the most significant factors that influence how gamers notice ads in games, including the type and depth of the ad placement, the type of the game, ad size, ad placement relative to the game camera, screen clutter, brand relevance to the audience, and other variables, according to Double Fusion.