Study: Gamers Swayed by In-Game Ads

Study: Gamers Swayed by In-Game Ads

A study conducted by The Nielsen Company claims that in-game ads are highly influential on gamers.

Microsoft-owned in-game ad firm Massive Inc. released Nielsen’s results on Wednesday, which stated that ads increased viewers’ brand familiarity by 64 percent.

The study also claimed that average brand rating increased by 37 percent; average purchase consideration increased by 41 percent; average ad recall increased by 41 percent; and average ad rating increased by 69 percent.

Findings in these categories are as follows, as provided by Microsoft:

  • Automotive: The automakers included in the study achieved a 69 percent
  • increase in purchase consideration among likely car buyers from control to test groups.
  • Consumer packaged goods: The CPG client achieved a 71 percent increase among those who consider the snack food advertised a "cool brand" from control to test groups. Among the key demographic of males ages 18 to 24, brand familiarity rose 63 percent from control to test groups.
  • Quick service restaurants: A QSR ad featured in the Massive network saw its rating (those who "liked it a lot/liked it a little") rise 39 percent from control to test groups.
  • Technology tools: The technology client achieved a 70 percent increase in brand rating from control to test groups.

The methodology of the study is quite interesting. Nielsen and Massive recruited over 600 North American gamers, dividing them into a test group and a control group. The gamers played EA’s Need for Speed Carbon, which, if connected through broadband, can deliver dynamic in-game ads.

The control group consisted of gamers who’ve played the game, but weren’t exposed to the Massive-delivered ads, while the test group consisted of gamers who’ve played the game before on a connected platform with exposure to in-game ads.

Both the control and test groups were asked the same questions about the ads and brands. According to Massive, “the differences in their responses were evaluated and classified as a lift in the particular branding metric measured.”