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21 Noiembrie 2008 |
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In-game ads good for business
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Posted by sara [Wednesday, 18 June 2008 - 16:05]
 0 comments
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Are you ready for some bullshit ?
ok, here comes a press release from Nielsen Games and IGA Worldwide in which they try to explain why in-game ads are good for business (nevemind the consumer)
Here comes (it's a big sloppy one) :
New research data from 1,300+ consumers indicates brands receive
measurable lift in perception, awareness when advertised in-game
Tuesday 17th June/...Integrating dynamic
advertisements into videogame environments provides brands a measured
lift in overall consumer awareness and opinion of the products they are
exposed to during game play according to the Consumers’ Experience with
In-Game Content & Brand Impact of In-Game Advertising Study, a
landmark research study conducted by Nielsen BASES and Nielsen Games on
behalf of IGA Worldwide, the leading in-game advertising network.
“With
young adults now spending on average 6 hours a week gaming, advertisers
should be excited at how well their messages were embraced and the
brands positively perceived,” said Justin Townsend, CEO of IGA
Worldwide. “The consumer insights we’ve gleaned from this data will
help drive the industry’s first research-based in-game advertising
measurement standards as well as strengthen IGA’s position as an
effective in-game ad network brands can trust to efficiently deliver
their message to target audiences.”
One of the most important
factors confirmed by the Study is that most consumers reacted
positively to in-game ads: 82 percent felt games were just as enjoyable
with ads as without. In addition, there was an average 61 percent
increase in consumers’ favorable opinions of products advertised
in-game post-play.
“The growth of in-game advertising, both
current and projected, makes it an attractive medium for brands looking
to reach hard-to-reach consumers,” said Elizabeth Harz, EA’s Senior
Vice President of Global Media Sales. “This study solidifies what many
in the industry have known for a long time: in-game ads are effective
and well-received by the gaming community.”
One of the most
comprehensive in-game advertising effectiveness research studies
completed to-date, Nielsen tested multiple variables with multiple
brands across multiple games, as opposed to just a single brand in a
single game. The research also showed how IGA’s in-game unique
advertising opportunities generate significant advertising value across
key ad metrics.
"In-game advertising is an opportunity to
present targeted brand messaging to a highly desirable demographic.
This new data shows how important it is how the targeted and contextual
ads are displayed in videogames. Participating in this study with IGA
Worldwide has provided valuable new insights into effectively using the
medium." said Chad Stoller, Executive Director, Emerging Platforms
Organic, Inc.
Nielsen surveyed over 1,300 PC gaming participants
in their homes by linking IGA’s proprietary measurement software with
research trackers embedded within sample game disc. This unique
methodology allowed for unprecedented in-depth analysis of consumer
receptivity to in-game ads. The participating brand advertisers
included Taco Bell, Jeep and Wrigley and game titles were provided by
Electronic Arts and Activision.
Select Findings from the Study:
• There is an average 44 percent increase in post-game aided recall from pre-awareness;
• Positive brand attribute association increased 33 percent across all brands;
•
Over 70 percent of consumers who were most opinionated about in-game
ads, felt the ads made them feel better about the brand, feel more
favorable toward the brand, make them more interested in the brand, and
believe the ads are for innovative/cutting edge brands;
• Over
60 percent of the most opinionated consumers feel the ads catch their
attention, make games more realistic, do not interrupt the game
experience, and are promoting relevant products;
• In-game ad
exposures with a duration over 2 seconds, as they are measured in IGA’s
in-game ad methodology, generates on average an almost 30% increase in
key ad metrics, including ad noticeability +100%, recall +42%, and fit
+27%, vs. ad exposures with a duration of less than 1 second
“This
study offers proof that dynamic in-game advertising is an influential
digital ad medium,” said Dave Anderson, Senior Director Business
Development, Activision. “Just as important to us is how users react to
the ads. From the research it is clear that the overwhelming majority
of consumers enjoyed the gaming experience just as much, if not more,
with dynamic ads present. As game publishers, it is reassuring to know
advertisers and consumers both stand to benefit from dynamic ads.”
IGA’s
network offers dozens of games across multiple genres and platforms, as
well as a range of standardized awareness advertising formats with
digital measurability. The Company’s advertising products and metrics
are in-line with the ad industry and measure ad exposure during game
play, including key metrics like minimum time viewed, size and angle
thresholds.
Videogame advertising is poised to grow to a $2B
global industry by 2012 according to eMarketer, making games the
fastest-growing major advertising medium. As a result, advertisers are
making significant investments in the in-game environment as an
effective strategy to reach target audiences.
About IGA Worldwide
IGA Worldwide, Inc. (http://www.igaworldwide.com) is the leading in-game advertising company with a proprietary ad serving network. The IGA
Worldwide
Radial Network(SM) enables advertisers to target millions of engaged
gamers across a wide range of platforms and genres. IGA Worldwide was
selected by Sony Computer Entertainment America and Europe as the first
partner for the PLAYSTATION®3's in-game advertising platform. The
company has delivered campaigns for diverse brands such as; 20th
Century Fox, Procter & Gamble, Unilever, Burger King, Toyota, Intel
and Diesel. IGA Worldwide also provides strategic consulting services
including integrated product placement and promotion through its
dedicated creative solutions department. Headquartered in New York with
offices in London and Berlin, the group is backed by Peacock Equity (a
joint venture between GE-Commercial Finance and NBC Universal), Easton
Capital Group, Intel Capital, Morgenthaler Ventures, KTB Ventures,
Translink Capital, Presidio STX, LLC. and ITOCHU Corporation.
About Nielsen BASES and Nielsen Games
Nielsen
BASES and Nielsen Games are services of The Nielsen Company, a global
information and media company with leading market positions in
marketing information (ACNielsen), media information (Nielsen Media
Research), online intelligence (NetRatings and BuzzMetrics), mobile
measurement, trade shows and business publications (Billboard, The
Hollywood Reporter, Adweek). The privately held company is active in
more than 100 countries, with headquarters in Haarlem, the Netherlands,
and New York, USA. For more information, please visit, www.nielsen.com.
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