In-game advertising beats digital at capturing consumers attention
In-game advertising is more effective at engaging consumers than other forms of digital advertising, according to a two-year study into the impact of attention on digital advertising and gaming.
The report, created by in-gaming advertising platform Anzu and global attention technology company Lumen Research, examined the opportunities and potential presented by advertising directly within the attention-rich gaming world.
The research revealed that in-game adverts drive an average of 98% viewability compared to Lumen’s digital ad norm of 78%. They were typically viewed for longer as well: an average of 3.1 seconds, an increase of 0.2 seconds when compared to other digital ads, including those on social media.
It also considered whether the focus on gameplay extends to advertising, revealing that, on average, in-game advertisements are able to drive 49% prompted recall (rising to a high of 97%).
With six in every ten players likely to make a purchase after seeing an in-game advert, it also revealed how those adverts affect brand preference and purchase intent.
The extensive study is the largest of its kind and will be discussed during an exclusive panel during Cannes Lions.
Related news
This is why many people still choose shops instead of buying online
According to a recent EY international survey of more than…
Read more >KPMG CEO Outlook 2024: the secret of success lies in creating general crisis resistance
72 percent of CEOs of large global companies continue to…
Read more >The market for used products is booming
Two-thirds of the adult Hungarian population bought a used product,…
Read more >Related news
Black Friday: GVH warns of the importance of conscious shopping before the sale season
Although the official Black Friday will only take place on…
Read more >MOHU spoke up about the DRS limit
As of October 26, the MOHU reduced the amount available…
Read more >NGM: 1.5 million guests rested in our country in September, the performance of tourism continued to increase
Based on the data of the Central Statistical Office (KSH)…
Read more >