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In-Game Ads during Game Play Provide Positive Consumer Results

June 18, 2008

IGA According to Landmark IGA-Nielsen Study, 82% of consumers react positively to receiving contextual In-Game Ads during Game Play. We may hate advertisement while viewing the ‘Idiot-Box’ that is the television, but in-game ads during gameplay provides a positive response from the viewers and create a good overall consumer awareness and opinion of the products.

The study conducted by Nielsen BASES and Nielsen Games on behalf of IGA Worldwide, the leading in-game advertising network studied more than 1300 consumers and they noticed that the brands get a raise in perception, awareness when advertised in-game.

“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.”

The study confirmed that 82 percent felt games were just as enjoyable with ads as without and noticed an average 61 percent increase in consumers’ favorable opinions of products advertised in-game post-play. Nielsen Study analyzed multiple variables with multiple brands across multiple games.

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.

    • With IGA’s network offering dozens of games across multiple genres and platforms, in-game ads are sure to provide a great impact by creating awareness about the brand efficiently.

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