• June 17, 2008

New data from a joint study by IGA Worldwide and Nielsen finds that in-game ads have a positive effect on metrics like ad recall and product perception.

New York-based IGA partnered with Nielsen BASES and Nielsen Games to survey more than 1,300 gamers that had been exposed to IGA-served ads in games from Electronic Arts and Activision. Brands featured in the study--which tracked multiple variables across multiple games--included Taco Bell, Jeep and Wrigley.

The research found that on average, in-game ads triggered a 61% post-play increase in the gamers' favorable opinions of the products advertised, as well as a 44% increase in post-play aided ad recall.

The data also served to validate IGA's in-game ad duration methodology--which requires that an ad be shown for at least 2 seconds before it is counted as an impression. When compared to 1-second ads, the 2-second ads IGA served increased ad noticeability by 100% and recall by 42%.

"The consumer insights we've gleaned from this data will help drive the industry's first research-based in-game advertising measurement standards," said Justin Townsend, CEO of IGA Worldwide.

--Tameka Kee