New research from Microsoft's Massive reveals that in-game ads clearly have a positive impact on metrics like brand familiarity, ad recall and ad rating--even increasing purchase consideration by an
average of 41%.
Massive partnered with Nielsen Entertainment on the study, which surveyed more than 600 Xbox 360 and PC players of Electronic Arts' Need for Speed Carbon.
Advertisers included in the research crossed the consumer packaged goods (CPG), automotive, technology tools and quick-service restaurant (QSR) categories, with campaigns that ran an average of 6-8
weeks.
Gamers were separated into test and control groups based on exposure to various ads, and then asked questions with answers on a 5-point scale (5 being most positive and 1 being most
negative).
On average, in-game ads were found to significantly impact metrics that affect marketers overall, increasing brand familiarity by 64%, brand rating by 37%, ad recall by 41%, and ad
rating by 69%.
Massive also broke out the results across categories. Exposure to auto ads, for example, caused a 69% increase in purchase consideration among likely car buyers. In the tech
vertical, ad exposure gained clients a 70% increase in brand rating.
For CPG clients, brand familiarity rose by some 63%, while gamers who saw a QSR ad in-game were 39% more likely to view it
favorably than gamers who saw the ad at some other time.
While metrics were strong across all categories, automotive and CPG advertisers consistently saw the most favorable results with regard to
purchase consideration--with the tone, wording and style of the creative itself working as a major factor.
According to Alison Lange, Massive's marketing director, "creative from those
particular clients was spot on for what we've seen work well in this space. The tagline was tight, the message was in a language that resonates with the demographic, and it's something we want to
impart to other clients."
The research is Massive's most robust cross-category study to date; previous research had focused on the entertainment, personal care, and technology verticals--since
that's where the majority of client dollars had originated.
But Lange says that the positive automotive and CPG results bode well for both Massive and the in-game ad industry as a whole. "Our
newer clients are surprised and excited to see this kind of media investment deliver these results," said Lange. "We're glad to be broadening the scope--and to see in-game ads gain traction across the
board."