Video Gamers Like Ads In Games. Nutty.

Posted by: David Kiley on October 6, 2005

You know how people are decrying exceesive brand placement in TV shows, songs, books and movies. Turns out videogamers like the ads. Bring-em on, they say.

A new study released on Monday found that in-game campaigns resulted in a 60 percent increase in awareness of new brands. The study, commissioned by in-game ad creators Double Fusion and carried out by Nielsen Interactive Entertainment, tested various forms of ads in the PC game “Metro3D.”

Fifty-percent of study participants said they found that in-game ads make the experience more realistic, while just 21 percent disagreed. Similarly, 54 percent said in-game advertising “catches your attention.” Just 17 percent disagreed, the company said.

And while the study reported some differences in the effectiveness of animated and static ads, Double Fusion’s co-founder, Guy Bendov, said the results weren’t what he had expected.

I’ll say. According to Double Fusion, 50 percent of study participants said they found that in-game ads make the experience more realistic, while just 21 percent disagreed. Similarly, 54 percent said in-game advertising “catches your attention.” Just 17 percent disagreed, the company said.

Remember when Archie Bunker held a can of “No-Name” beer in his hand? Then again, most videogamers probably have no idea who Archie Bunker is.

Reader Comments

PJMacG

October 12, 2005 2:35 PM

Is this really that surprising or notable given what the research evaluated?

"Real ads add realism to games...in-game advertising catches your attention"...now that's stunning.

There's so much chatter about dynamic in-game advertising these days, it's shocking (sort of) that no one is questioning the viability / business models / effectiveness / appropriateness of it all. We all seem so enamored when we uncover / create another venue to run the same old ads. What's the value proposition or benefit to consumers? Isn't the world moving from interuptions and interceptions into engagement based marketplace? Apparently not for everyone.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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