The study, which was carried out on behalf of in-game advertising network IGA Worldwide, surveyed over 1,300 PC gaming participants in their homes by linking the firm’s proprietary measurement software with research trackers embedded within sample game discs.
Participating brand advertisers included Taco Bell, Jeep and Wrigley, while games were provided by Electronic Arts and Activision.
Results showed that 82 percent of consumers felt that games were just as enjoyable with ads as without, while there was an average 61 percent increase in consumers’ favorable opinions of products advertised in-game post-play.
The study also showed that there was an average 44 percent increase in post-game aided recall from pre-awareness and that positive brand attribute association increased 33 percent across all brands.
Over 70 percent of consumers who were most opinionated about in-game ads felt that the ads made them feel better about the brand, while 60 said that the ads caught their attention, made games more realistic and didn’t interrupt the game experience.
“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,” said Elizabeth Harz, EA’s senior vice president of global media sales.
In-game ad exposures with a duration over two seconds generated on average an almost 30 percent increase in key ad metrics, including ad noticeability (+100 percent) and recall (+42 percent), versus ad exposures with a duration of less than one second.
Dave Anderson, Activision’s senior director of business development said, “This study offers proof that dynamic in-game advertising is an influential digital ad medium… It is reassuring to know advertisers and consumers both stand to benefit from dynamic ads.”
Videogame advertising is poised to grow to a $2 billion global industry by 2012, according to eMarketer, making games the fastest-growing major advertising medium.