Up to 82% of consumers feel games are just as enjoyable with integrated dynamic game ads as without, according to a research study conducted by Nelsen BASES and Nelsen Games on behalf of in-game advertising network IGA Worldwide. The study, “Consumers' Experience with In-Game Content & Brand Impact of In-Game Advertising Study,” found that in-game ads produce “a measured lift” in overall consumer awareness and opinion of the products advertised.
Surveying over 1,300 PC gaming participants with software embedded in sample game discs, Nielsen tested multiple variables with multiple brands across multiple games. The advertised brands included Taco Bell, Jeep, and Wrigley, and the games were provided by Electronic Arts and Activision. The firm believes that its research shows IGA’s in-game ads generate significant advertising value across key ad metrics.
The study also found that in-game ads provided an average 44% increase in post-game aided recall for brands and a 33% increase in positive brand association. Of the consumers who felt strongly about in-game ads, both positive and negative, over 70% felt more favorable toward the advertised brands. In addition, over 60% of the most opinionated consumers felt that the ads caught their attention, made the games more realistic, did not interrupt their experience, and promoted relevant products.
Said IGA Worldwide CEO Justin Townsend: “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. 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.”
Activision senior director Dave Anderson added: “This study offers proof that dynamic in-game advertising is an influential digital ad medium. 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.”