Contextual In-Game Advertising - Gamers say “Well… OK.”
It seems that most video-gamers react positively to in-game ads: 82 percent say the games are just as enjoyable with such ads as without them, according to a study by Nielsen BASES and Nielsen Games on behalf of in-game advertising network IGA Worldwide, writes MarketingCharts.
Moreover, integrating dynamic advertisements into videogame environments gives brands a measured lift in consumer awareness and opinion of the products players see during gameplay, the study found (via Wired).
Post-play, there was a 61 percent increase on average in consumers’ favorable opinions of products advertised in-game, according to the “Consumers’ Experience with In-Game Content & Brand Impact of In-Game Advertising Study.”
“With young adults now spending on average six 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.
Read more select findings from the study.
Source: http://www.marketingvox.com/82-of-gamers-dont-mind-contextual-in-game-ads-039331/
